{"id":4571,"date":"2020-06-03T05:39:00","date_gmt":"2020-06-03T05:39:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=4571"},"modified":"2022-11-02T13:23:23","modified_gmt":"2022-11-02T13:23:23","slug":"kirana-stores-where-real-india-shops","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/kirana-stores-where-real-india-shops\/","title":{"rendered":"Kirana stores: Where \u2018Real India\u2019 shops"},"content":{"rendered":"\n

Written By Priyanka Nair<\/a><\/p>\n\n

Brand Equity decodes kirana stores\u2019 unique brand of service on the retail frontl ..<\/p>\n\n

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A recent report in The Economic Times stated that leading consumer goods companies said over 600,000 kirana outlets may have closed during the lockdown.<\/span><\/figcaption><\/div>\n\n
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When the first lockdown began, Kochi resident Lata Chellappan\u2019s first call was not to family members in other cities but to Family Stores, her neighbourhood grocer. The 54-year-old housewife made the “panic-call” to stock her home with essentials from salt to soap. Bags full of supplies were delivered to her doorstep within two hours. By week two of Lockdown 1.0, regular customers of Welcome Stores in a South Mumbai locality began receiving daily WhatsApp lists and photos of available items. In some cases, these “live lists” shared by the owner were personalised based on customers\u2019 purchase history and present needs. For some pasta sauce was on top of the list, for others it was dosa batter. No machine algorithm was powering it.<\/p><\/div><\/div>\n\n

Family Stores, Welcome Stores, Prabhu Stores<\/a>, Bansal Store<\/a>, Apna Store, and over 12 million more small retailers like them are classified as \u2018kiranas\u2019, mom-and-pop general and grocery stores that are found on every pakka and kaccha street in the country. Most are no more than holes in a wall, many are disorganised and dimly lit, and a few upgraded ones have brighter lights, CCTV cameras and aisles wide enough for one plus basket. Together they account for roughly 95% of India\u2019s over $500 billion food and grocery retail market.

Over the past three months, kirana shops have been on the retail frontline<\/a> of the fight against Covid-19<\/a>, helping millions of Indian households wade through a difficult lockdown and dramatically altered daily lives. The kirana\u2019s brand of service, and their adaptability and agility, has won customers’ trust and wallets. In March, consumer spends in kirana stores increased by 40%. Meanwhile, consumer goods companies doubled-down on their efforts on this retail front and flocked to kiranas for their spectacular reach and hyper-local nature.

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