Flipkart recently came under scrutiny after reports surfaced that milk was being sold at just ₹1 per litre on its platform. This pricing strategy triggered concerns among local dairy unions, especially in Bengaluru, who claimed that such deep discounts could harm small retailers and disrupt fair competition in the market.
The issue has now reached the Competition Commission of India (CCI), where a complaint has been filed against Flipkart. The allegation suggests that selling milk at such a low price may be considered predatory pricing — a tactic where companies sell products at a loss to eliminate competition and gain market dominance.
However, it is important to understand that the ₹1 milk offer was not a regular pricing model. It was a limited-time promotional strategy designed to attract new customers and increase platform engagement. Such marketing techniques, often referred to as “loss leader strategies,” are commonly used by e-commerce platforms to boost user acquisition.
The CCI will now examine whether Flipkart’s pricing was unfair and intended to distort competition or if it was simply a legitimate promotional campaign. The final outcome will determine whether any regulatory action is necessary.