The kirana apocalypse – that dreaded wipe-out by e-tail of your friendly neighbourhood grocery store – never took place. And now, probably, never will. With barely 3 per cent share of India’s $795 billion retail market after plodding through two decades, e-tail hardly turned out the kirana killer it was made out to be.
Call him Lala, Pansari, Parchun or grocery, your neighbourhood kirana – the equivalent of American mom-and-pop stores – has not just survived but flourished. Now he’s the centre of attraction as e-tail and consumer firms realise that “If you can’t beat them, join ’em”.
In our cover story this week, some of India’s consumer giants, including HUL, Reliance Retail, Amazon and Walmart-Flipkart, are vying with each other for the kirana’s undivided attention. They are getting kiranas…