Row over pamphlets resurfaces in Ritchie Street

Chennai: In February 2008, The DQ Week reported an issue in which a few dealers were distributing pamphlets to the end-user community. This case has resurfaced in Ritchie Street, where many dealers have expressed their displeasure in the distribution of advertisement pamphlets in the area.

The dealers claimed that the pamphlets created confusion among the end-users due to unrealistic prices quoted in it and that in turn imposed a lot of pressure on the margins of other dealers in the market. On the other hand, those dealers who issued pamphlets, claimed that it was their way of marketing their products due to the competition prevailing in the market.

This time, the dealers who were opposing the pamphlets distribution went a step ahead by meeting the partners who were involved in the pamphlets distribution and persuaded them not to do that. As a result, there was no distribution of pamphlets on Dec 26, 2008 alone. Considering the price in the pamphlets as a problem factor, few dealers decided to restrain themselves by putting the price and quote 'Best Prices' instead of mentioning the amount and started distributing the pamphlets from the very next day.

"Around 20-30 dealers gathered and toiled for almost two days in personally meeting each and every dealer who were involved in the pamphlets distribution and requested them to abstain from that activity. Almost everyone accepted this and they even gave in written that they won't indulge in this kind of activities. However, three to four people refused to accept our requests. Those people are involved in undercutting activities and spoiling the market with the support of few major dealers in the market," said a dealer who actively spearheaded the distribution prevention activity on the condition of anonymity.

After few started distributing the pamphlets without price, the others who stayed away also started issuing the pamphlets mentioning the price on Dec 29, 2008, and since then, the scenario has became a regular one. "Issuing pamphlets with or without price doesn't make any change. There are more than 130 shops in Ritchie Street and only 20 partners are involved in such distribution activities. If the others are able to do business without any such activities, even these 20 partners can do normal business. The intention of these partners is to indulge in undercutting and spoil the entire market by misguiding customers. The dealers should stop these activities completely. The name of the whole market will be maligned among the customers if they find these advertisement gimmicks to be tricky," said another partner.

When The DQ Week tried to get views of those partners, who were issuing the pamphlets they chose not to comment on the issue.