CCI imposes Rs 200 crore penalty on Maruti for restricting discounts by dealers
Maruti Suzuki plant at Gurugram in HaryanaBidesh Manna/IANS (File photo)

CCI imposes Rs 200 crore penalty on Maruti for restricting discounts by dealers

New Delhi, August 24, 2021

The Competition Commission of India (CCI) has imposed a Rs 200 crore penalty on car manufacturers Maruti Suzuki India Ltd. (MSIL) for restricting discounts by the dealers.

The CCI passed a final order against MSIL for indulging in anti-competitive conduct of Resale Price Maintenance (RPM) in the passenger vehicle segment by way of implementing Discount Control Policy vis-à-vis dealers, and accordingly, imposed a penalty of Rs 200 crore, besides passing a cease-and-desist order, an official press release said.

The CCI found that MSIL had an agreement with its dealers whereby the latter were restrained from offering discounts to the customers beyond those prescribed by the company.

In other words, MSIL had a Discount Control Policy in place for its dealers whereby the dealers were discouraged from giving extra discounts, freebies, etc. to the consumers beyond what was permitted by MSIL. If a dealer wanted to offer additional discounts, prior approval of MSIL was mandatory.

Any dealer found violating such Discount Control Policy was threatened with the imposition of penalty, not only upon the dealership but also upon the staff, including Direct Sales Executive, Regional Manager, Showroom Manager, Team Leader, etc.

To enforce the Discount Control Policy, MSIL appointed Mystery Shopping Agencies (MSAs) who used to pose as customers to MSIL dealerships to find out if any additional discounts were being offered to customers. The MSA would report such instances to MSIL management with proof (audio/ video recording) who, in turn, would send an e-mail to the errant dealership with a ‘Mystery Shopping Audit Report’, confronting them with the additional discount offered and asking for clarification.

If clarification was not offered by the dealership to the satisfaction of MSIL, the penalty would be imposed on the dealership and its employees, accompanied in some cases, by the threat of stopping supplies. MSIL would even dictate to the dealership where the penalty had to be deposited and utilisation of the penalty amount was also done as per its diktats.

The CCI found that MSIL not only imposed the Discount Control Policy on its dealers, but also monitored and enforced the same by monitoring dealers through MSAs, imposing penalties on them and threatening strict action like stoppage of supply, collecting and recovering penalty, and utilisation of the same. Hence, such conduct of MSIL which resulted in an appreciable adverse effect on competition within India was found by CCI to be in contravention of the provisions of Section 3(4)(e) read with Section 3(1) of the Competition Act, 2002, the release added.


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