CCI fines main vehicle producer $26 million for DCP – Commentary

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DG findings
CCI findings


On 23 August 2021, the Competitors Fee of India (CCI) discovered Maruti Suzuki India Restricted (MSIL) answerable for adversely affecting competitors within the passenger automobiles(1) sector. The discovering marks the conclusion of a two-year-long antitrust probe into MSIL’s implementation of a “low cost management coverage” (DCP) throughout its dealerships.

The CCI discovered these DCPs to be limiting the power of sellers from providing reductions to clients, past what’s prescribed by a producer. These insurance policies typically take the type of “resale value upkeep” (RPM), an settlement that prohibits distributors from reselling a producers’ product/service under a sure value. Within the phrases of the Competitors Act 2002 (the Act), RPM might contravene part 3(4) if the CCI finds it to trigger an considerable adversarial impact on competitors (AAEC) in India.

The CCI discovered MSIL’s DCP to be anticompetitive RPM and in contravention of the Act. Consequently, it imposed a penalty of $26 million on the auto producer.

The CCI’s order assumes significance for its aggressive evaluation of the impression of RPM. It additionally indicators the CCI’s continued curiosity within the vehicle sector (one of the crucial closely scrutinised industries by the authority).


In 2017, the CCI acquired an nameless grievance by a purported seller of MSIL. The grievance alleged that MSIL had adopted an anti-competitive DCP that dictated the utmost low cost a seller may supply its clients. Sellers discovered to deviate from the DCP have been penalised both via the discontinuation of provides or the imposition of a financial penalty.

The grievance additionally revealed a “monitoring mechanism”-based modus for the implementation of the DCP. In response to the grievance, MSIL had appointed the notorious thriller purchasing businesses (MSAs), to trace reductions provided by the sellers. The MSAs would pose as clients earlier than dealerships to test whether or not further reductions have been being provided. If provided, the MSA would ship audio/video proof to MSIL. Based mostly on this proof, MSIL would search clarification from the deviating seller. The place the clarification was not deemed passable, MSIL would penalise the dealership together with its personnel (eg, gross sales executives and crew leaders).

On 4 July 2019, the CCI fashioned the prima facie opinion(2) that MSIL had contravened part 3(4) of the Competitors Act. It directed the director normal (DG) (of the investigative wing of the CCI) to research the matter.

DG findings

The DG delineated the markets for evaluation as:

  • the upstream market of the manufacture of passenger automobiles in India; and
  • the downstream marketplace for the distribution and sale of passenger automobiles in India.

Upon evaluation of emails from 2012 to 2019, the DG discovered that MSIL had:

  • actively applied a DCP;
  • tracked the penalty quantities imposed on sellers; and
  • tracked the restoration and utilisation of the penalty quantities.

In view of this proof, the DG confirmed the averments within the grievance.

Thereafter, the DG concluded that given MSIL’s excessive market share within the upstream market (ie, 51.22% within the monetary yr ended 31 March 2019 (FY 2019)), the implementation of the DCP lowered each inter-brand and intra-brand competitors out there.

CCI findings

The CCI agreed with the findings of the DG. In doing so, the CCI rejected a number of arguments forwarded by MSIL in its defence. The observations of the CCI are detailed under.

Absence of formal settlement
MSIL submitted that its dealership agreements explicitly permitted sellers to supply reductions as they deemed match. Within the absence of any restrictive clause within the dealership settlement, MSIL couldn’t have applied the DCP. Discovering the submission untenable, the CCI held that the settlement on the DCP was exterior the dealership settlement – as was sufficiently evidenced within the emails between MSIL and its sellers.

Position as a facilitator
MSIL argued that it had not actively formulated the DCP (which was, in truth, an inter se settlement between its sellers). MSIL’s position had been restricted to implementing the DCP on behalf of its sellers within the capability of a third-party facilitator.

Nevertheless, MSIL’s involvement via the circulation of warnings, the imposition of penalties and the internet hosting of conferences on the DCP didn’t help the submission that it was a mere third-party facilitator. In any case, the act of monitoring and controlling reductions (whether or not energetic or passive) amounted to an RPM.

MSIL additionally submitted that the MSAs had not been appointed by MSIL. This was proved from the invoices for the appointment of MSAs, which had been issued within the identify of sellers. Unswayed by the submission, the CCI famous that:

  • the proposal to nominate MSAs had been forwarded by MSIL;
  • MSIL had decided the mode and frequency of the MSA visits; and
  • the sellers probably had had no selection however to adjust to MSIL’s proposal.

Due to this fact, MSIL couldn’t shirk duty on this regard.

Lack of implementation
MSIL highlighted that a minimum of 30% of MSIL’s gross sales made in FY 2019 had concerned extra reductions by sellers to customers, which had been formally communicated by sellers to MSIL. Due to this fact, even when the DCP had been applied, it had accomplished so for a restricted set of cases.

MSIL additionally submitted that it had 331 mum or dad sellers and three,067 shops throughout India. Given this, MSIL buttressed the logistic impossibility in relation to the implementation of a profitable DCP. Compounding this impossibility was the truth that sellers had provided unofficial reductions and extra freebies (eg, equipment, extensions on warranties and residential deliveries). As such, the range and nature of those free presents weren’t attainable to manage.

On extra reductions (30%), the CCI famous that the sellers had procured the prior permission of MSIL when it comes to the DCP itself.

On logistics, the CCI turned MSIL’s argument relating to the DCP being applied inter se by sellers towards MSIL. The CCI held that if a DCP was inconceivable to implement by MSIL, the DCP can be close to inconceivable to implement by a number of sellers unfold throughout the geographic breadth of the nation. Due to this fact, MSIL should have been in command of the formulation, monitoring and implementation of the DCP.

Financial motive
MSIL argued that it didn’t have the motivation/motive to implement a DCP due to the dearth of any conceivable profit. The CCI was of the view that by controlling its sellers’ margins, MSIL was at liberty to manage its personal margin freely. In any case, the motive (or absence thereof) was irrelevant for the aim of building a violation.

Balancing act
The RPM was argued to supply a number of procompetitive advantages such because the elimination of freeriding and the promotion of “non-price” competitors amongst its sellers. MSIL additionally challenged the excessive market energy (ie, 51%) attributed to it by the DG and said that clients have been at liberty to modify to various vehicle producers if the costs have been deemed too excessive.

As a primary step, the CCI highlighted the anticompetitive results of RPM. It famous that RPMs stop sellers from successfully competing on value, thereby stifling intra-brand competitors. Additional, the imposition of RPM by a market chief (comparable to MSIL) additionally lowers inter-brand competitors. It’s because competing vehicle producers can monitor costs extra simply and issue it into their pricing technique. The softening of intra-brand and inter-brand competitors results in customers paying greater costs for merchandise/companies. The conduct additionally obstructs the efficient distribution of automobiles and hinders new sellers from coming into the market (given the restrictions imposed on them).

As for the pro-competitive results, the CCI famous that MSIL had detailed gross sales working procedures and system and course of guides to forestall freeriding. Due to this fact, the implementation of RPM was not discovered essential.


In sum, the CCI discovered that the hurt precipitated out there outweighed any conceivable pro-competitive results out there. Accordingly, MSIL was penalised with an quantity of $26 million.

Curiously, the case is just the second occasion of a discovering of anti-competitive RPM because the Act’s enforcement in 2009. Jurisprudence has been sparse, with most events being let off because of their low market energy (and subsequently, incapacity to impression markets).

By the way, the primary case involving a violation of RPM was additionally within the vehicle sector. The case was, nonetheless, stayed by the appellate authority on procedural grounds. The vigour with which the CCI addressed every of MSIL’s submissions was maybe supposed to forestall an analogous problem within the current matter.

In doing so, the CCI goes to the extent of moving into the footwear of MSIL, to find out the “necessity” or “effectiveness” of the adopted DCP to forestall the freeriding issues. Such detailed assessments are unusual and indicative of the stringency with which the CCI views a violation of RPM.

For additional data on this subject please contact Alisha Mehra or Rahul Singh at Khaitan & Co by phone (+91 120 479 1000) or e mail ( or [email protected]). The Khaitan & Co web site may be accessed at


(1) Passenger automobiles embody passenger automobiles, utility automobiles and vans.

(2) A “prima facie” opinion right here refers back to the CCI’s tentative or preliminary view.

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