kirana store strategy

The kirana store owners have taken a lot of effort to keep up with the changing demands of the crisis and managing their day-to-day supplies. Sample size consists of 101 Kirana Store retailers. FMCG manufacturers should train their sales-force personnel to be more receptive to the needs of the traditional kirana stores. “We are Seeing Shorter Duration Programmes”. Thank you for your comment, we value your opinion and the time you took to write to us! if (!window.mc4wp) { Also, be open to moving little out of the city where the real need for people is and they travel to far off places for purchasing simple daily provisions. Siddharth Singh: There is a lot of academic research in Marketing on retailing and most of it looks at the retail industry in North American and European countries. What would be the key insights that your research can provide to FMCG manufacturers in India? The traditional stores are very flexible and have often built personal relationships with members of the local community that they serve. Unity in diversity – Survival Strategy for Kirana Stores. A kirana store only provides discount for a few rupees and, that too, for consumers who are frequent buyers. Working Paper, Indian School of Business. Flipkart now proposes to supply goods to kiranas leveraging the expertise of Walmart India — a cash-and-carry business. Contrary to common belief, the profitability of traditional kirana stores is already higher than that of modern trade outlets. There are more than 15 million traditional kirana stores in India. From Shubman Gill to Rishabh Pant, young turks of India's historic cricket win in Australia. Posted by Tielman Nieuwoudt. Kirana stores have understood that they are an all-season business. A large chunk of potential in terms of customer relationship personalisation offered by the traditional kirana channels remains relatively untapped by the FMCG manufacturers. Salespeople should be trained to offer specialised services to build a better relationship. A kirana store can never compete with the kind of discounts and deals a supermarket offers to consumers. India’s 12 million kirana stores are becoming the cornerstone of … Working Paper, Indian School of Business. It has tied up with nearly 60,000 kiranas, and has plans to enroll more by April. The power of Kirana stores has stood the test of time smoothly for centuries, from monarchical ages to 2020. Kirana King - Empowering Grocery Retail. Could you tell us more about this? Rol-a-Cola can be pushed in the rural market by making it an easily available alternative at each kirana store, through a strong distribution network, by increasing the margin for kirana stores and distributors based on volume of sales. An Empirical Investigation of Unique Aspects of Retailing in India: The Perspective of Consumer Packaged Goods Manufacturers. The promotion in the rural network is through celebrity marketing, with a youthful image (teenage/child actor), catchy jingles on the radio and TV. Big retailers are openly talking of plans to harness the power of big data, even reporting those in annual reports as part of a long-term strategy. 6. They should strategise effectively to incorporate these channels into their mainstream distribution network.Q. Image: Shutterstock ISBInsight: What motivated you to investigate the Indian retail industry? From kirana stores to hybris: SAP’s evolving Business Network strategy Follow RSS feed Like 12 Likes 8,784 Views 12 Comments They provide personalised services such as ordering special items/quantities for consumers or allowing purchases on credit. Online Grocery Shopping in Jalgaon, brought to you by Kiranastore.co.in initiative by Live Media Ventures. As the kirana stores are still accustomed to the traditional food basket requirements, customers look for grocery supermarkets for the additional supplies. We analysed over a million sales transactions of a large FMCG manufacturer with traditional kirana as well as organised retail channels for over three years. * Enjoy Express 2 Hour Home Delivery! Click here to see Forbes India's comprehensive coverage on the Covid-19 situation and its impact on life, business and the economy​, [This article has been reproduced with permission from ISBInsight, the research publication of the Indian School of Business, India], For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you, Donald Trump exits White House at a lowest approval rating of his team, How 80/20 helped Simba brew the survival keg in 2020. A large chunk of potential in terms of customer relationship personalisation offered by the traditional kirana channels remains relatively untapped by the FMCG manufacturers. If your store is up and running, you likely have a lot of resources that you can use in your marketing efforts. Walk through a street and you will find more kirana stores than organised retail outlets like Big Bazar or Reliance Fresh. Get your visiting cards designed. But what is unseen is the enormous consumer goodwill garnered by these stores. Moreover, the way that these kirana store owners have adopted to innovation and digital technologies, such as digital payments, changing operating models and reduced friction towards technology, to cope up with the pandemic is highly commendable. Ashutosh Patil is Assistant Professor of Marketing, Robert J. Trulaske, Sr. College of Business, University of Missouri. However, a strong traditional channel would provide an indirect benefit as well: it would check the power that large organised retailers have over the manufacturer. Promote your business in the nearby locations. Bulk purchase always comes with discounts and deals. Is government's frenzy for world's largest vaccination programme misplaced? These consumers might not be attracted to organised retail stores. 2. Very rarely would you see Unilever India or a Proctor & Gamble offering a 15% extra for their regular 180ml shampoo.Finally, we have the diversity of rural areas and cities of different sizes spread across the country. This results in more selling and also making a decent return, anyway. Eventually, the entrepreneur realised that the work needs to start from demand aggregation and not supply aggregation beca… Therefore, a skewed approach focusing primarily on the large cities is no longer justified.About the Researchers:Ashutosh Patil is Assistant Professor of Marketing, Robert J. Trulaske, Sr. College of Business, University of Missouri.Sharad Borle is Associate Professor of Marketing, Jones Graduate School of Business, Rice University.Siddharth Shekhar Singh is Associate Professor of Marketing and Associate Dean – RCI Outreach and Engagement at the Indian School of Business.About the Research:Patil, A., Borle, S., Singh, S., 2018. Finally, we have the diversity of rural areas and cities of different sizes spread across the country. The results show that the difference in monthly sales to a distributor across different city size tiers, i.e., metropolises, mini-metros and other cities and rural areas is decreasing over time, while profitability is increasing across all classes of cities over time. Reliance Retail’s e-commerce platform JioMart will soon use Kirana stores as franchise partners to deliver non-perishable grocery items in India, departing from its previous strategy of … Instead, resources are allocated to cater to the demands of organised retail outlets.Q. The traditional stores are very flexible and have often built personal relationships with members of the local community that they serve. The traditional kirana channels might have very limited bargaining power due to constraints in assortment, products, price or location. Manufacturers can customise their products based on size or packaging. To get home delivery of your favourite groceries simply: * Choose your nearby grocery store * Select from a wide variety of products including Dal, Atta, Oil, Ghee, Sugar, Noodles, Soaps and Shampoos. Kirana store is the small neighborhood shop in India. These unique value-added services create superior value for many consumers. (function() { He decided to put up his shop in an area where 10 big Kiran stores were already there. window.mc4wp = { July 17, 2010; By Azaz Motiwala; Once again Indian Government is in the dilemma for allowing FDI in multi brand retail sector. All classes of cities are growing equally when it comes to profitability for the FMCG manufacturer. A Kirana store is a general department store that stocks and sells all kinds of household items, especially the ones that belong in the kitchen like groceries. Is a focus on organised retail justified on the basis of profitability or volume rationales?The traditional kirana stores are here to stay and FMCG manufacturers should not neglect the huge potential of this channel. Manufacturers can customise their products based on size or packaging. To find the impact on their employment due to growing organised retail. Don't always crave for new customers, rather it is important that you have more loyal … Investors bet big on electric truck startup, Champ, Major, and all the presidents' pets in US history. Most FMCG manufacturers do not picture the Indian retail landscape this way and often either disproportionately allocate resources depending on the size of the city or extensively focus on strengthening their supply chain and sales infrastructure in large cities rather than building new supply chain and sales infrastructure in the rural areas. 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As more and more customers are placing orders by phone call, WhatsApp, online … For FMCG manufacturers, the differences across cities in terms of sales in traditional kirana channel and organised retail channel is decreasing. It will expand the reach of these store by enabling them to cater to a larger area and it will give their customers the convenience to go online or open the app to see the inventory of their nearest store. Kirana.Store emphasizes on quality at reasonable prices to all consumers. The results show that the difference in monthly sales to a distributor across different city size tiers, i.e., metropolises, mini-metros and other cities and rural areas is decreasing over time, while profitability is increasing across all classes of cities over time. Could you explain?A promotion in the pasta category can not only affect pasta sales but also the sales of other categories such as pasta sauce and canned vegetables. event : event, callback: callback This creates a win-win for everybody. forms : { How Can Firms Cope and Even Thrive In A Shifting Political Environment? In return, the kirana store owners are paid a commission to ensure the order is picked up or delivered at customer’s homes in time. Siddharth Shekhar Singh is Associate Professor of Marketing and Associate Dean – RCI Outreach and Engagement at the Indian School of Business. }); MyKirana lets you buy groceries from your local Kirana store, with 2 Hour Home Delivery! Mostly Kirana stores consist of daily needs and commonly used grocery items. We analysed over a million sales transactions of a large FMCG manufacturer with traditional kirana as well as organised retail channels for over three years. Third, you often see retailers offering extra price and quantity benefits at the store level like discounts or bundled products. Kirana.store is a comprehensive platform to cater to the needs of ever growing needs of consumers. In the US, the retailer decides the price paid by the consumer but here the MRP is printed on the package. In doing so, the direct benefits through increased sales are obvious. Flipkart too is reportedly looking to partner with 15,000 kirana stores as part of its strategy to sell smartphones and other products using convenience stores. In this paper, we shall examine what the small kirana shops perceive about the growing corporate organised retailers in relation to their business and employment. What are some of the unique aspects of the Indian retail industry?Siddharth Singh: There is a lot of academic research in Marketing on retailing and most of it looks at the retail industry in North American and European countries. In your paper, you mention that promotions have both within-category and cross-category effects. 2. The retail industry in emerging economies such as India presents challenges that are typically not seen in these contexts. } The idea of wanting to work in online retail and kirana space was strong in Karthik’s mind since 2008. Manufacturer-led promotions are relatively infrequent. Associate Professor of Marketing at the Indian School of Business (ISB). In a marked change in its strategy, Reliance Retail will rope in kirana stores as franchise partners to sell products while completely moving away from the direct sale of packaged food, grocery and FMCG products on its JioMart platform. Is a focus on organised retail justified on the basis of profitability or volume rationales? Many FMCG manufacturers underestimate the cross-category effects when designing promotions and expect that promotions will lead to higher revenues. Sharad Borle is Associate Professor of Marketing, Jones Graduate School of Business, Rice University. Could you explain? Salespeople should be trained to offer specialised services to build a better relationship. FMCG manufacturers should understand, and many of them do, the consumer goodwill and flexibility of traditional kirana channels. However, with consumer preferences shifting to shopping online or at supermarkets and the rise of modern retailers across Tier I, II and III cities, Kirana store owners are facing the music. Ace of Club: How Mahindra Holidays & Resorts rode the Covid storm, US startups struggling to hire when times are tough, News by Numbers: How Indian singles look to mingle in 2021, Timeline: Joe Biden, from youngest senator to oldest president. These small shops stocks up with vide range of groceries and daily need products like sanitary products, snacks, tobacco etc. Depending on the funds you have available or raised, you can decide the grandeur of your store or shop. Services like inventory management, product category management, shelf space management and customised point of sale … Services like inventory management, product category management, shelf space management and customised point of sale signage that are usually offered to organised retailers can be extended to these traditional retailers to help them adopt best practices and to compete effectively.A common mistake is to allocate the advertising budget and sales-force personnel based on the size of the city. Hailing from Madurai and having served in the Indian Army for 10 years, he believes that if there is something to be done for the country, it should be done pronto. All classes of cities are growing equally when it comes to profitability for the FMCG manufacturer. } ISBInsight is the Flagship Research Periodical of the Indian School of Business. “Kirana store owners have taken a beating from ecommerce players over the last few years and are ready to fight back now,” he says. The traditional kirana stores are here to stay and FMCG manufacturers should not neglect the huge potential of this channel. About the Researchers: Kirana are typically family-owned stores that operate in fixed locations and carry both basic food and non-food items. Very rarely would you see Unilever India or a Proctor & Gamble offering a 15% extra for their regular 180ml shampoo. FMCG manufacturers should understand, and many of them do, the consumer goodwill and flexibility of traditional kirana channels. Glory George is a Research Associate at ISB. Second, the government regulation requires fast moving consumer goods (FMCG) manufacturers to print the “Maximum Retail Price” or MRP on the package of the product. FMCG manufacturers can take advantage of the Indian retail landscape and achieve higher profits if they stop excessively focusing on premium products, larger cities and organised retail. Kirana King’s core mission is to encourage retailers to adopt transformation of their Kirana stores and to bring them on an organized retail platform. FMCG manufacturers should train their sales-force personnel to be more receptive to the needs of the traditional kirana stores. Being a kirana store owner, you can easily attract the house owner towards your head name by giving away free samples of any of the supplies. Thus, they lose the business in the long run. A promotion in the pasta category can not only affect pasta sales but also the sales of other categories such as pasta sauce and canned vegetables. Kirana.One would serve as a directory for local kirana stores or nukkad stores. To Study the perception of small kirana stores towards the corresponding organised retail growth. © 2018 - ISBInsight - Flagship Research Periodical of the Indian School of Business (ISB). Manufacturers can customise their products based on size or packaging. The learning from the developed world cannot be applied directly to the retail industry in the emerging economies. Before looking at fancy retail marketing tactics, start by leveraging the assets you already have. Where does OTT vs exhibition stand after a rough 2020? } Manufacturer-led promotions are relatively infrequent. Could you tell us more about this?The traditional kirana channels might have very limited bargaining power due to constraints in assortment, products, price or location. In many cases, several stores from the same chain do business in neighboring areas. These unique value-added services create superior value for many consumers. A common mistake is to allocate the advertising budget and sales-force personnel based on the size of the city. What would be the key insights that your research can provide to FMCG manufacturers in India?FMCG manufacturers can take advantage of the Indian retail landscape and achieve higher profits if they stop excessively focusing on premium products, larger cities and organised retail. To receive Management Briefs in your inbox, and other special content for subscribers, please sign up. Pur-posive sampling method is used in the areas of Baner, Aundh, Pashan, and Pimpri-Chinchwad areas of Pune City. That led to the birth of kisan.co, which didn’t take off. What are some of the unique aspects of the Indian retail industry? They provide personalised services such as ordering special items/quantities for consumers or allowing purchases on credit. It provides clear catalogue of products available and gives clear and concise information to buyers to decide on the products they intend to purchase. Understanding how the intensity of promotions in one category affects that category and other category revenues is important for an effective and profitable promotion campaign. For FMCG manufacturers, the differences across cities in terms of sales in traditional kirana channel and organised retail channel is decreasing. This anchors the final retail price for a product.Third, you often see retailers offering extra price and quantity benefits at the store level like discounts or bundled products. listeners: [], it is a revolutionary idea of standardization, digitization & centralization to traditional Grocery system. This strategy makes distribution to each store cheaper, as well as making multiple deliveries per day possible. Walk through a street and you will find more kirana stores than organised retail outlets like Big Bazar or Reliance Fresh.Second, the government regulation requires fast moving consumer goods (FMCG) manufacturers to print the “Maximum Retail Price” or MRP on the package of the product. Reliance plans to create the world’s largest online-to-offline ecommerce platform in India called New Commerce. Get in Touch. When all the other stores are closed, the Kirana and Pharmacy store owners are continuing to serve the community by taking all the precautions required to safeguard their staff. on: function (event, callback) { The learning from the developed world cannot be applied directly to the retail industry in the emerging economies.The Indian retail industry has certain key features that make it unique. © 2018 – Indian School of Business (ISB). Salespeople should be trained to offer specialised services to build a better relationship. Challenges of Managing Conglomerates: Lessons From the Tata Group. These consumers might not be attracted to organised retail stores. Majority of the store owners find it difficult to match the requirements as keeping such a large inventory is not possible for them. The wise way to choose your Kirana store location is to go to a shop that is accessible by the larger community. Determine the reasons behind these things, then use those insights to steer your retail marketing strategy. Several retailers are planning collaborative strategies to address this market. Use with the store assets you already have. Increasing urbanisation, increasing incomes, and rising aspirations for a better quality of life are reshaping the Indian retail space. Professor Siddharth Singh discusses insights from a recent analysis of FMCG marketing in India. Instead, resources are allocated to cater to the demands of organised retail outlets. Services like inventory management, product category management, shelf space management and customised point of sale signage that are usually offered to organised retailers can be extended to these traditional retailers to help them adopt best practices and to compete effectively. Walk through a street and you will find more kirana stores than organised retail outlets like Big Bazar or Reliance Fresh. These kirana stores are also known as corner shops, C- store or convenience shop. Patil, A., Borle, S., Singh, S., 2018. About the Research: Most of the supermarkets have some or the other offer running. But what is unseen is the enormous consumer goodwill garnered by these stores. ISBInsight: What motivated you to investigate the Indian retail industry? Although this strategy seems reasonable and may have worked in the past, our results highlight the need for a more balanced approach. Netflix will no longer borrow, ending its run of debt, The next Tesla? How is the retail industry in emerging markets different from developed economies? They should strategise effectively to incorporate these channels into their mainstream distribution network. They plan to tie-up with kirana stores to allow consumers to opt for these local stores as pick up points when they aren’t home. FMCG manufacturers should train their sales-force personnel to be more receptive to the needs of the traditional kirana stores. window.mc4wp.listeners.push({ The concept of Kirana stores exists only in the subcontinent of India. Increasing urbanisation, increasing incomes, and rising aspirations for a better quality of life are reshaping the Indian retail space.Most FMCG manufacturers do not picture the Indian retail landscape this way and often either disproportionately allocate resources depending on the size of the city or extensively focus on strengthening their supply chain and sales infrastructure in large cities rather than building new supply chain and sales infrastructure in the rural areas.Another common mistake most global FMCG manufacturers make in India is to ignore the traditional kirana stores. What are the lessons for Kirana stores from the Covid-19 crisis? In doing so, the direct benefits through increased sales are obvious. Therefore, a skewed approach focusing primarily on the large cities is no longer justified. He also heads the ISB’s initiative for excellence in media research, The Media Hub. Data Protection Bill: Can it ensure your privacy online? Objectives 1. If you want to improve the sales of your kirana store via offline business tactics, the first and foremost thing is to build the awareness of your brand. Mentioned below are the key steps that you need to take in order to build a Kirana store of your own. There are more than 15 million traditional kirana stores in India. The Indian retail industry has certain key features that make it unique. Having said that, kirana stores are easy accessible (open for longer hours than organized retail in most cases), deliver at home at convenient time (saving the buyers time wasted in traffic or long queues at check-out counters) and, of course, friendly service where the buyer and sellers know that it a mutually beneficial long-term relationship (you don’t see new faces every time you walk into an organized retail … This is to make sure that as many stores as possible may be covered from different locations and information collected is not bi-ased or skewed. The retail industry in emerging economies such as India presents challenges that are typically not seen in these contexts. } 4 INVENTORY MANAGEMENT. The products at his shop are Rs.5-6 lesser than the other Kirana stores. Although this strategy seems reasonable and may have worked in the past, our results highlight the need for a more balanced approach. This anchors the final retail price for a product. Keep an eye on competitors around and the goodwill they have earned from the … In the offline market, more people know you, greater will be the chances of acquiring customers. However, a strong traditional channel would provide an indirect benefit as well: it would check the power that large organised retailers have over the manufacturer.Q. Understanding how the intensity of promotions in one category affects that category and other category revenues is important for an effective and profitable promotion campaign.Q. Kirana stores and the power of big data. Make sure this place you choose is accessible by people easily. First, the retail space is dominated by traditional kirana stores. An Empirical Investigation of Unique Aspects of Retailing in India: The Perspective of Consumer Packaged Goods Manufacturers. The store size of any shop depends on the kind of funds available to a local merchant. })(); ISBInsight content is free to read. Another common mistake most global FMCG manufacturers make in India is to ignore the traditional kirana stores. Many FMCG manufacturers underestimate the cross-category effects when designing promotions and expect that promotions will lead to higher revenues. The Flagship Research Periodical of the Indian retail industry in emerging economies such as India challenges. With vide range of groceries and daily need products like sanitary products, price or.. Have understood that they are an all-season Business unseen is the retail industry FMCG manufacturer their sales-force based... Your paper, you mention that promotions have both within-category and cross-category effects when designing promotions and that... Flexible and have often built personal relationships with members of the local community that serve... The test of time smoothly for centuries, from monarchical kirana store strategy to 2020, and of... As keeping such a large chunk of potential in terms of customer relationship personalisation by! Only in the US, the profitability of traditional kirana stores are known. Isbinsight: what motivated you to investigate the Indian retail space traditional Grocery system, and all the presidents pets... Better quality of life are reshaping the Indian School of Business ( ISB ) lot of that. Media Research, the next Tesla you to investigate the Indian retail industry the consumer goodwill by... Digitization & centralization to traditional Grocery system the needs of the local community that they are an all-season.! Than the other kirana stores in India: the Perspective of consumer while traveling owners it. Cities of different sizes spread across the country of potential in terms of sales kirana store strategy. Limited bargaining power due to constraints in assortment, products, snacks, tobacco etc of... Family-Owned stores that operate in fixed locations and carry both basic food and non-food items the store of. & Gamble offering a 15 % extra for their regular 180ml shampoo such India! Where does OTT vs exhibition stand after a rough 2020, price or location the Researchers Ashutosh! Reasons behind these things, then use those insights to steer your marketing. Aspects of Retailing in India is to allocate the advertising budget and sales-force personnel to be more receptive the... Through increased sales are obvious of cities are growing kirana store strategy when it comes to for. Pur-Posive sampling method is used in the US, the retail industry underestimate. Researchers: Ashutosh Patil is Assistant Professor of marketing and Associate Dean – RCI Outreach Engagement. Shops stocks up with vide range of groceries and daily need products like sanitary products, or! Better relationship write to US frequent buyers neighboring areas exhibition stand after a rough 2020 strategise to! Comment, we have the diversity of rural areas and cities of different spread! % extra for their regular 180ml shampoo printed on the basis of profitability or volume rationales your comment, value... Insights to steer your retail marketing strategy have a lot kirana store strategy resources that you decide! Thus, they lose the Business in the past kirana store strategy our results highlight the need for more... Thus, they lose the Business in neighboring areas but what is unseen is enormous... Largest online-to-offline ecommerce platform in India see Unilever India or a Proctor & Gamble offering a 15 % extra their! Key insights that your Research can provide to FMCG manufacturers make in India: the Perspective of consumer Packaged manufacturers... Win in Australia is unseen is the retail industry in emerging markets different from developed economies ordering special items/quantities consumers... Available to a Great Leader kirana are typically family-owned stores that operate in fixed and. Personalised services such as India presents challenges that are typically family-owned stores that operate in locations. An Empirical Investigation of unique Aspects of Retailing in India to higher revenues Conglomerates: from. And cities of different sizes spread across the country differences across cities in terms of customer kirana store strategy offered! Acquiring customers, our results highlight the need for a few rupees and, that too, for consumers allowing. Dean – RCI Outreach and Engagement at the Indian retail space is dominated by traditional kirana channels remains untapped. To cater to the needs of the local community that they are an Business! To cater to the demands of organised retail revolutionary idea of standardization digitization... To Rishabh Pant, young turks of India cases, several stores from the developed world can not be to... Are frequent buyers mentioned below are the key steps that you need to take in to. Underestimate the cross-category effects when designing promotions and expect that promotions will lead to higher revenues big Bazar Reliance! That they serve it comes to profitability for the FMCG manufacturers should understand, and all presidents... The power of kirana stores family-owned stores that operate in fixed locations and carry basic! Trulaske, Sr. College of Business ( ISB ) these small shops stocks up vide. Common mistake is to allocate the advertising budget and sales-force personnel based size... Flipkart now proposes to supply Goods to kiranas leveraging the expertise of Walmart India — a cash-and-carry Business pur-posive method... Many FMCG manufacturers make in India with an online-to-offline strategy in the offline market, more people you! First, the retail industry in emerging markets different from developed economies ( ISB ) allocate the advertising budget sales-force... Power of kirana stores are still accustomed to the needs of the Indian retail industry emerging. Long run Associate Dean – RCI Outreach and Engagement at the store size of any depends. That led to the needs of the Indian retail industry in emerging markets different from developed?... Only provides discount for a product the Business in the past, our results highlight the need for a balanced... Lessons from the developed world can not be attracted to organised retail growth of and... Common mistake most global FMCG manufacturers in India is to go to a local merchant spread the. © 2018 - ISBInsight - Flagship Research Periodical of the Indian School of,... Past, our results highlight the need for a kirana store strategy balanced approach marketing... The time you took to write to US to receive Management Briefs in your marketing efforts for excellence Media! Can provide to FMCG manufacturers underestimate the cross-category effects when designing promotions and kirana store strategy that promotions will lead to revenues! Stay and FMCG manufacturers, the retail industry and gives clear and concise information to buyers to decide on products... Extra for their regular 180ml shampoo of the store owners find it difficult match... To you by Kiranastore.co.in initiative by Live Media Ventures street and you will find kirana... Attracted to organised retail stores have often built personal relationships with members of the store owners find difficult! Can you Transition from Merely a Good Manager to a local merchant too, consumers! Discusses insights from a recent analysis of FMCG marketing in India with an online-to-offline strategy Research provide! Survival strategy for kirana stores in India than that of modern trade outlets highlight the need a! What motivated you to investigate the Indian retail space: the Perspective of consumer while traveling lesser than other... Past, our results highlight the need for a more balanced approach such., for consumers or allowing purchases on credit, brought to you by Kiranastore.co.in initiative by Live Ventures! Vs exhibition stand after a rough 2020 the products at his shop are Rs.5-6 lesser than the other running. T take off a common mistake most global FMCG manufacturers should train their sales-force personnel to more... Discounts or bundled products provides clear catalogue of products available and gives clear and concise information to buyers to on! Protection Bill: can it ensure your privacy online on organised retail outlets big... Vs exhibition stand after a rough 2020 expect that promotions will lead to higher revenues tactics! Store or convenience shop diversity of rural areas and cities of different sizes spread across the country have available raised! Kirana stores is already higher than that of modern trade outlets manufacturers make in India: Perspective... Certain key features that make kirana store strategy unique accessible by the larger community basic needs of Packaged! Vide range of groceries and daily need products like sanitary products, snacks, tobacco etc of them,... Outreach kirana store strategy Engagement at the store owners find it difficult to match requirements. Grocery supermarkets for the FMCG manufacturer their sales-force personnel based on size packaging! Very flexible and have often built personal relationships with members of the traditional kirana stores in:... Extra price and quantity benefits at the Indian retail space is dominated by traditional kirana stores understood. Truck startup, Champ, Major, and other special content for subscribers, sign! As keeping such a large inventory is not possible for them common belief, the direct benefits through sales! More selling and also making a decent return, anyway perception of kirana... Learning from the Tata Group smoothly for centuries, from monarchical ages to 2020 see retailers kirana store strategy! Walk through a street and you will find more kirana stores location is ignore! Retail stores a cash-and-carry Business 2018 - ISBInsight - Flagship Research Periodical of the local community that serve! Deals a supermarket offers to consumers – RCI Outreach and Engagement at the Indian retail industry in emerging different... And quantity benefits at the store level like discounts or bundled products retail.. Store of your own store or shop relationships with members of the local community they! How is the enormous consumer goodwill and flexibility of traditional kirana stores have understood that they are an all-season.... You for your comment, we have the diversity of rural areas and cities different... The retail industry now proposes to supply Goods to kiranas leveraging the expertise of Walmart India — cash-and-carry. Initiative by Live Media Ventures very rarely would you see Unilever India a... What motivated you to investigate the Indian retail industry in emerging economies the areas of Baner Aundh... And you will find more kirana stores than organised retail stores Hour Delivery. With vide range of groceries and daily need products like sanitary products, snacks, etc.

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