Brand substitution is common observed phenomenon in daily life. It is the decision makers' economic understanding and potential scheme for business-industries. Also, it provides the flexibility in management and increases the ability to control the production. This paper proposes an integrated supplier-retailer inventory model for substitutable products. Two supplier with two different brand product with their corresponding demand are involved and one retailer sells each of the products. To nullify the complexities of the joint optimization problem, we first develop a deterministic model for three cases: no substitution, partial substitution and full substitution, then we go for its fuzzification. Keeping the financial constraint of each producer, we have studied over the elasticity of the cost parameters by means of triangular dense fuzzy lock set approach with its locking and unlocking property for final decision making. Finally, sensitivity analysis and graphical illustration are made to justify the model.