Princes to paupers: India’s salesmen face ruin as tycoon Ambani targets mom-and-pop stores

Just as Ambani, India’s richest man, has disrupted the country’s telecoms industry, the tycoon is intent on shaking up retail distribution, taking on U.S. e-commerce giants like Amazon and Walmart Inc, expanding fast in India.

For eight straight days, household goods salesman Vipresh Shah has failed to sell a single pack of Dettol soap to the storekeepers who have been buying from him ever since he took over his family business as a teenager, 14 years ago.

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Shah is an official distributor for Britain's Reckitt Benckiser in Vita, near Sangli city, around 200 miles south of Mumbai. But he said once-loyal customers now point to an app - JioMart Partner - on their smartphones showing prices up to 15% lower, instead of placing orders.