Whole sale in literal terms mean the sale of complete bulk entity or commodity. Whole sale Business refers to the business transaction conducted through acquisition of products in large quantity and at a discounted rate. There are whole sale dealers and agents in almost every business segment, ranging from safety pin to the more sophisticated electronic market. These whole sale dealers act as a conduit between the vendors and the manufacturers. Vendors are referred to those business associates who have direct interaction or dealing with the end user or customer. These wholesale dealers acquire the goods from the manufacturing unit directly and then send it to the sub dealers (in most cases), which in turn sell these to the vendors or retailers directly.



The wholesale dealers are an important link in the distribution cycle as without the existence of these, the distribution network will certainly become more complicated and cumbersome. The impact on the prices of the product will also suffer as the manufacturer itself has to take the burden of generating one vertical for distribution, hence, increasing the price of the product. The wholesale dealer have an effective distribution channel which works efficiently and for this reason the manufacturer provides the goods at a substantial discounted rate. These goods are then sold at a slightly higher price to the sub dealer by keeping a small margin for himself. The Sub dealer after taking out the margin for himself levies a small amount on the price of the goods and resells them to the vendor, who at the end of the distribution chain also has a substantial margin in the cost of the product which is sold at a price printed on the product or its catalogue. The wholesale market is a very serious market segment which entertains serious bidders for the procurement of the goods.

The buyer and seller here, unlike in the usual markets, look forward to a long term relationship as their individual businesses depend largely on existence of a strong counterpart for the regular and efficient business transaction. This aspect is absent in the usual market segment where the end user, the customer have various options to buy the product from hence the retailers hardly have such compulsion with their clients. The wholesale market is also a big reason and platform for employment which provides immense opportunity for the professionals from different skill set, to earn a living.