This isn’t the 1st time that there is noise by a section of modern format retailers against brands. In the past as well, some of these retailers had wanted to avoid brands like Cadburys and Kelloggs over issues like margins. These FMCG majors continued to make their products available at the traditional retail outlets and consumers had the choice to procure from there. Similarly, even if the chain stores stop accepting meal vouchers, there is a much wider network of restaurants, food outlets, food courts, bakeries, pizzerias and cafeterias that will continue to accept meal vouchers. With customizing services being the favorite mantra for the industry, consumers can also register on the service providers’ sites by sharing the details of their favorite restaurants and food outlets to be added to the merchant network. And besides, meal vouchers bring in more business as well as brand awareness for these stores while being a tax exempt benefit for the employees. I think these modern retail