Operation Beautiful: The Dark Truth Behind Delhi's Discount Markets
Can a well-known branded product be sold at 80-90 percent below its MRP? Are expired or discontinued products being repackaged and pushed back into the market? To uncover the truth behind these shocking claims, Aaj Tak's Special Investigation Team visited wholesale markets, godowns, and discount retail outlets across Delhi.
The investigation was triggered by viral videos on social media showing branded cosmetics and daily use products being sold at huge discounts of 70 to 90 percent. To verify these claims, the team reached several discount markets in the capital.
### Rohini Connection
The team first visited '99 Shop' in Pocket-14, Sector-8, Rohini. This outlet was openly advertising heavy discounts on branded items. Many popular company products were available at prices much lower than the market rate.
Shop employees claimed they deal in bulk purchases and warehouse clearance stock, which allows them to offer such low prices. However, the massive discounts raised serious questions about the authenticity and condition of the products.
### East Azad Nagar
Next, the team reached a basement outlet in East Azad Nagar, Shahdara. From the outside, it looked like an ordinary shop with no prominent signage. Yet, it was being heavily promoted through Instagram reels and videos.
The team spoke to an employee named Shivam and later to Deepak Malik, who introduced himself as the owner. Both claimed that many branded products were being sold at 80 to 90 percent below their printed MRP. During the conversation, they made several claims about expired products and changing dates on packaging.
### Shahdara
In Shahdara, the team met Vishal alias Bacchu, who claimed to have been in the cosmetics and FMCG business for nearly 25 years. He showed a wide range of products including mouthwash, sanitary items, face wash, and lotions, all available at extremely low prices.
Vishal openly discussed reprinting, repackaging, and modifying product information. He also claimed to have large stocks of expired items that could be refreshed before selling.
### Serious Questions Raised
The investigation revealed a disturbing pattern across different markets:
- Extremely high discounts on branded products
- Claims of expired goods being sold after repackaging
- Allegations of duplicate and counterfeit products
- Easy availability of reprinting and relabelling services
These findings raise important concerns about consumer safety and the authenticity of products being sold in the market. Aaj Tak has shared product images, batch numbers, and other details with several companies for verification. Some companies have already started internal investigations.
This special investigation by Aaj Tak highlights the urgent need for stricter monitoring of discount markets and stronger consumer protection measures to prevent the sale of expired and counterfeit goods.
The full findings and responses from companies will be updated as more information becomes available.
The investigation was triggered by viral videos on social media showing branded cosmetics and daily use products being sold at huge discounts of 70 to 90 percent. To verify these claims, the team reached several discount markets in the capital.
### Rohini Connection
The team first visited '99 Shop' in Pocket-14, Sector-8, Rohini. This outlet was openly advertising heavy discounts on branded items. Many popular company products were available at prices much lower than the market rate.
Shop employees claimed they deal in bulk purchases and warehouse clearance stock, which allows them to offer such low prices. However, the massive discounts raised serious questions about the authenticity and condition of the products.
### East Azad Nagar
Next, the team reached a basement outlet in East Azad Nagar, Shahdara. From the outside, it looked like an ordinary shop with no prominent signage. Yet, it was being heavily promoted through Instagram reels and videos.
The team spoke to an employee named Shivam and later to Deepak Malik, who introduced himself as the owner. Both claimed that many branded products were being sold at 80 to 90 percent below their printed MRP. During the conversation, they made several claims about expired products and changing dates on packaging.
### Shahdara
In Shahdara, the team met Vishal alias Bacchu, who claimed to have been in the cosmetics and FMCG business for nearly 25 years. He showed a wide range of products including mouthwash, sanitary items, face wash, and lotions, all available at extremely low prices.
Vishal openly discussed reprinting, repackaging, and modifying product information. He also claimed to have large stocks of expired items that could be refreshed before selling.
### Serious Questions Raised
The investigation revealed a disturbing pattern across different markets:
- Extremely high discounts on branded products
- Claims of expired goods being sold after repackaging
- Allegations of duplicate and counterfeit products
- Easy availability of reprinting and relabelling services
These findings raise important concerns about consumer safety and the authenticity of products being sold in the market. Aaj Tak has shared product images, batch numbers, and other details with several companies for verification. Some companies have already started internal investigations.
This special investigation by Aaj Tak highlights the urgent need for stricter monitoring of discount markets and stronger consumer protection measures to prevent the sale of expired and counterfeit goods.
The full findings and responses from companies will be updated as more information becomes available.