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 The Karnataka Pharma Retailers & Distributors Organization (KPRDO) has expressed serious concern over Emcure Pharmaceuticals’ recent decision to appoint Emcutix as an exclusive stockist for special category sales within the state.
According to KPRDO, this move undermines fair trade practices and effectively sidelines existing stockists, who have long supported the distribution network across Karnataka. The organization believes this exclusivity limits opportunities for other authorized distributors and may lead to market monopolization, reduced accessibility, and disruption in the supply chain for certain products.
KPRDO is reportedly seeking clarification and urging Emcure Pharmaceuticals to reconsider the policy, advocating instead for inclusive distribution models that ensure equitable participation of all registered stockists in the state.
A communication to this effect was already sent on May 21, 2025 to Emcure and no response to this effect has received so far. Even as we await a positive response on the appointment of exclusive stockist Emcutix, we are still hopeful Emcure would comprehend the unfavourable impact on the business of Karnataka stockists, said C Jayaram, president, KPRDO.
It is a well-established fact that our wholesalers/stockists/dealers and retailers play a crucial role in ensuring the reach, availability of your company products to every corner of Karnataka. It holds true with our fellow brothers in the same profession, across India. This crucial support system, the company has been enjoying for many decades, since inception. There has been a harmonious business atmosphere between the company and the trade, which we always appreciate, he added.
Now we are given to understand that Emcure has appointed a new dealer Emcutix in Bengaluru, exclusively to cater to all the special discount/rates/offers/schemes, supplies across the state of Karnataka, bypassing and denying such opportunities to the existing company appointed wholesalers/stockists/dealers. Emcutix appointment is a detrimental decision, which may cause severe damage to the harmonious business atmosphere between the company and the pharmacy trade, pointed out Jayaram.
This decision is disturbing. We express our anguish and strongly oppose this unsolicited action of the company. We fail to understand the need for the company to make such a detrimental decision, when we have been working together with good understanding for so many years, expressed Jayaram.
We strongly feel that all our wholesale members across the state have been supporting your company all these years, to establish it as a leading pharmaceutical company in the state. The dynamics of the market have changed. We have been at the receiving end on many fronts, the retails chains, with deep pockets, operating with deep & predatory discounts on one hand & unhealthy competition from the private limited enterprises and LLP wholesales establishment, on the other. We are fighting with our might to face these challenges to remain relevant, he said.
In such a scenario, Emcure’s unwarranted action of creating a monopoly, by appointing an exclusive dealer/wholesaler/stockist, bypassing the existing company appointed stockists/wholesalers, is condemned and this move is not at all acceptable, KPRDO chief said.
Despite the repercussions, pointed out by Jayaram, he requested Emcure to revert on its decision and support its distribution partners by routing sales through existing appointed stockists/wholesalers who have been working with the Emcure for many decades.
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