Brick-and-mortar retailers in India are urging leading electronics and mobile phone brands to maintain price parity and stock supplies with e-commerce platforms during the festive season. Industry groups representing these retailers have written letters to Samsung, Oppo, Vivo, Realme, Xiaomi, and OnePlus, expressing their concern that online-exclusive and end-of-life models will receive deep discounts, leaving brick-and-mortar retailers at a disadvantage. These retailers collectively operate over 155,000 outlets and have a turnover of over ₹42,000 crore. The retailers are seeking a level playing field to ensure their survival in the face of online competition.