What is Minimum Advertised Price (MAP) in wholesale? Do Indian textile suppliers use it?

Minimum Advertised Price (MAP) is a policy set by a brand or supplier that prohibits resellers from advertising the product below a specified price — though the actual sale price may be lower.

MAP in Indian textile context:

• Formal MAP policies are rare in Indian wholesale textile trade — the market is too fragmented and informal for systematic price enforcement
• However, informal MAP equivalents exist: premium brands (FabIndia, Fabrics, artisan labels) sometimes request that resellers don't undercut their official retail price when selling the same products

More relevant concept — brand-suggested MRP: Many Surat wholesale suppliers print a suggested MRP on hang tags or catalog sheets. This is not legally binding (unlike FMCG MRP) but serves as a pricing guide for retail boutiques.

Why MAP matters for boutiques: If you source from a premium brand and undercut their retail price, you risk losing your wholesale access. Always check whether your supplier has any pricing expectations before advertising.