Amazon Angers India’s Big Retailers With Unapproved Gift Coupon Scheme

Big retail chains in India are crying foul over what they feel was a sneaky tactic by Amazon to steal their customers using gift coupons distributed via ITC, Nestlé, and Coca-Cola products. The tactic – dubbed “below the belt” and “ambush marketing” – infuriated Big Bazaar, Hyper-City, Star Bazaar, Walmart-owned Best Price Modern Wholesale, and others. The brands involved in the Amazon campaign include ITC’s Yippee Noodles, Nestlé’s KitKat chocolate, and Coca-Cola’s Sprite and Fanta soft drinks. The stores have since removed products carrying the coupons. A D-Mart executive criticized the brands for not talking to his company first. Amazon downplayed the ruckus, calling the campaign a normal promotional activity.