Retailers seek level playing field with e-tailers Kolkata, Nov 7 (PTI) Brick-and-mortar retailers on

Retailers seek level playing field with e-tailers Kolkata, Nov 7 (PTI) Brick-and-mortar retailers onThursday claimed that their businesses have been hit by'predatory pricing and deep discounting' by the e-commercecompanies and sought a 'level playing field' with them.

They urged small traders and kirana stores to embracetechnology and improve consumers' connect.

'We are not calling for a law or a ceiling on minimumprice that can be charged. But there is a need for a levelplaying field between offline retailers and e-tailers,'Retailers Association of India (RAI) Chairman B S Nagesh toldreporters on the sidelines of a retail summit here in thecity.

They claimed that businesses have been adverselyimpacted by 'predatory pricing and deep discounting' by e-tailers like Amazon or Flipkart.

Nagesh, also Chairman and Non Executive Director of'Shoppers Stop', said that traditional retailers includingkirana stores will have to 'embrace technology'.

There are 12-15 million small and traditionalretailers and 8-10 million of them are kirana stores, he said.

Nagesh is hopeful that nearly 10-15 per cent of theretailers are expected to connect with consumers via onlineover a period of 5-10 years.

He also said consumer sentiments continue to be 'weak'and demand has been muted while the government's supports andmeasures have mostly been 'concentrated on the supply side'.

'It will take some more quarters, say two to four, torevive demand. As of now, the overall sentiment remains weak,'he said. PTI BSMBDC BDC