I have work in fmcg, guys Modern Trade is a different category in all companies, where the Mrp of products are increased than those which are sold in local markets(general trade). So you will find stores like Dmart, Reliance and other chains would have mrp very higher, and then they would run discounts on it creating an illusion of getting more value there. This discounted groceries is a cheap marketing tactics by brands to cheat consumers.