A large chunk of potential in terms of customer relationship personalisation offered by the traditional kirana channels remains relatively untapped by the FMCG manufacturers. As the kirana stores are still accustomed to the traditional food basket requirements, customers look for grocery supermarkets for the additional supplies. 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. Most of the supermarkets have some or the other offer running. Could you tell us more about this? 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. Posted by Tielman Nieuwoudt. Kirana stores have understood that they are an all-season business. How Reliance is targeting kirana stores in India with an online-to-offline strategy. 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. 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. This results in more selling and also making a decent return, anyway. 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. 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. Promote your business in the nearby locations. Working Paper, Indian School of Business. 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. Manufacturer-led promotions are relatively infrequent. That led to the birth of kisan.co, which didn’t take off. All classes of cities are growing equally when it comes to profitability for the FMCG manufacturer. There are more than 15 million traditional kirana stores in India. Manufacturers can customise their products based on size or packaging. 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. event : event, July 17, 2010; By Azaz Motiwala; Once again Indian Government is in the dilemma for allowing FDI in multi brand retail sector. 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. FMCG manufacturers should understand, and many of them do, the consumer goodwill and flexibility of traditional kirana channels. } 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. A kirana store can never compete with the kind of discounts and deals a supermarket offers to consumers. callback: callback A common mistake is to allocate the advertising budget and sales-force personnel based on the size of the city. if (!window.mc4wp) { 6. The learning from the developed world cannot be applied directly to the retail industry in the emerging economies. It provides clear catalogue of products available and gives clear and concise information to buyers to decide on the products they intend to purchase. Our results show that FMCG manufacturers must cultivate the traditional kirana channel and help strengthen their business. Third, you often see retailers offering extra price and quantity benefits at the store level like discounts or bundled products. Where does OTT vs exhibition stand after a rough 2020? 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. In your paper, you mention that promotions have both within-category and cross-category effects. These unique value-added services create superior value for many consumers. Many FMCG manufacturers underestimate the cross-category effects when designing promotions and expect that promotions will lead to higher revenues. Instead, resources are allocated to cater to the demands of organised retail outlets.Q. Glory George is a Research Associate at ISB. Get in Touch. 2. India’s 12 million kirana stores are becoming the cornerstone of … Is government's frenzy for world's largest vaccination programme misplaced? The traditional stores are very flexible and have often built personal relationships with members of the local community that they serve. Salespeople should be trained to offer specialised services to build a better relationship. Many FMCG manufacturers underestimate the cross-category effects when designing promotions and expect that promotions will lead to higher revenues. In the US, the retailer decides the price paid by the consumer but here the MRP is printed on the package. Use with the store assets you already have. 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. 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. To receive Management Briefs in your inbox, and other special content for subscribers, please sign up. Associate Professor of Marketing at the Indian School of Business (ISB). 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. About the Research: 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. Manufacturer-led promotions are relatively infrequent. 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. An Empirical Investigation of Unique Aspects of Retailing in India: The Perspective of Consumer Packaged Goods Manufacturers. 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. For FMCG manufacturers, the differences across cities in terms of sales in traditional kirana channel and organised retail channel is decreasing. Siddharth Shekhar Singh is Associate Professor of Marketing and Associate Dean – RCI Outreach and Engagement at the Indian School of Business. These consumers might not be attracted to organised retail stores. Therefore, a skewed approach focusing primarily on the large cities is no longer justified. There are more than 15 million traditional kirana stores in India. Kirana stores and the power of big data. An Empirical Investigation of Unique Aspects of Retailing in India: The Perspective of Consumer Packaged Goods Manufacturers. 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. Services like inventory management, product category management, shelf space management and customised point of sale … The traditional stores are very flexible and have often built personal relationships with members of the local community that they serve. Kirana.One would serve as a directory for local kirana stores or nukkad stores. 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. A large chunk of potential in terms of customer relationship personalisation offered by the traditional kirana channels remains relatively untapped by the FMCG manufacturers. But what is unseen is the enormous consumer goodwill garnered by these stores. What would be the key insights that your research can provide to FMCG manufacturers in India? Patil, A., Borle, S., Singh, S., 2018. Reliance plans to create the world’s largest online-to-offline ecommerce platform in India called New Commerce. Very rarely would you see Unilever India or a Proctor & Gamble offering a 15% extra for their regular 180ml shampoo. Increasing urbanisation, increasing incomes, and rising aspirations for a better quality of life are reshaping the Indian retail space. Data Protection Bill: Can it ensure your privacy online? Unity in diversity – Survival Strategy for Kirana Stores. From Shubman Gill to Rishabh Pant, young turks of India's historic cricket win in Australia. These small shops stocks up with vide range of groceries and daily need products like sanitary products, snacks, tobacco etc. 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. FMCG manufacturers should train their sales-force personnel to be more receptive to the needs of the traditional kirana stores. Challenges of Managing Conglomerates: Lessons From the Tata Group. 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. Another common mistake most global FMCG manufacturers make in India is to ignore the traditional kirana stores. “We are Seeing Shorter Duration Programmes”. About the Researchers: How is the retail industry in emerging markets different from developed economies? Don't always crave for new customers, rather it is important that you have more loyal … Manufacturers can customise their products based on size or packaging. If your store is up and running, you likely have a lot of resources that you can use in your marketing efforts. First, the retail space is dominated by traditional kirana stores. Investors bet big on electric truck startup, Champ, Major, and all the presidents' pets in US history. Pur-posive sampling method is used in the areas of Baner, Aundh, Pashan, and Pimpri-Chinchwad areas of Pune City. These kirana stores are also known as corner shops, C- store or convenience shop. In doing so, the direct benefits through increased sales are obvious. 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. Finally, we have the diversity of rural areas and cities of different sizes spread across the country. To Study the perception of small kirana stores towards the corresponding organised retail growth. 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. Kirana.Store emphasizes on quality at reasonable prices to all consumers. (function() { In many cases, several stores from the same chain do business in neighboring areas. ISBInsight: What motivated you to investigate the Indian retail industry? The concept of Kirana stores exists only in the subcontinent of India. * Enjoy Express 2 Hour Home Delivery! Depending on the funds you have available or raised, you can decide the grandeur of your store or shop. 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 … Walk through a street and you will find more kirana stores than organised retail outlets like Big Bazar or Reliance Fresh. He also heads the ISB’s initiative for excellence in media research, The Media Hub. it is a revolutionary idea of standardization, digitization & centralization to traditional Grocery system. Majority of the store owners find it difficult to match the requirements as keeping such a large inventory is not possible for them. 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. In the US, the retailer decides the price paid by the consumer but here the MRP is printed on the package. These unique value-added services create superior value for many consumers. 2. 4 INVENTORY MANAGEMENT. This anchors the final retail price for a product. The traditional kirana stores are here to stay and FMCG manufacturers should not neglect the huge potential of this channel. The retail industry in emerging economies such as India presents challenges that are typically not seen in these contexts. Several retailers are planning collaborative strategies to address this market. listeners: [], Salespeople should be trained to offer specialised services to build a better relationship. Netflix will no longer borrow, ending its run of debt, The next Tesla? } }); Walk through a street and you will find more kirana stores than organised retail outlets like Big Bazar or Reliance Fresh. Contrary to common belief, the profitability of traditional kirana stores is already higher than that of modern trade outlets.Our results show that FMCG manufacturers must cultivate the traditional kirana channel and help strengthen their business. 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. He decided to put up his shop in an area where 10 big Kiran stores were already there. This strategy makes distribution to each store cheaper, as well as making multiple deliveries per day possible. What are the lessons for Kirana stores from the Covid-19 crisis? window.mc4wp = { They should strategise effectively to incorporate these channels into their mainstream distribution network. They provide personalised services such as ordering special items/quantities for consumers or allowing purchases on credit. Working Paper, Indian School of Business. As more and more customers are placing orders by phone call, WhatsApp, online … MyKirana lets you buy groceries from your local Kirana store, with 2 Hour Home Delivery! They provide personalised services such as ordering special items/quantities for consumers or allowing purchases on credit. 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. 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. In your paper, you mention that promotions have both within-category and cross-category effects. His pricing strategy was something mind-boggling to me! Kirana store is the small neighborhood shop in India. From kirana stores to hybris: SAP’s evolving Business Network strategy Follow RSS feed Like 12 Likes 8,784 Views 12 Comments Manufacturers can customise their products based on size or packaging. The wise way to choose your Kirana store location is to go to a shop that is accessible by the larger community. 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 … 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. 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. 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. 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. 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. 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. The promotion in the rural network is through celebrity marketing, with a youthful image (teenage/child actor), catchy jingles on the radio and TV. 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. All classes of cities are growing equally when it comes to profitability for the FMCG manufacturer. 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. Thus, they lose the business in the long run. })(); ISBInsight content is free to read. The power of Kirana stores has stood the test of time smoothly for centuries, from monarchical ages to 2020. But what is unseen is the enormous consumer goodwill garnered by these stores. 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. 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. The products at his shop are Rs.5-6 lesser than the other Kirana stores. Online Grocery Shopping in Jalgaon, brought to you by Kiranastore.co.in initiative by Live Media Ventures. Could you explain? Professor Siddharth Singh discusses insights from a recent analysis of FMCG marketing in India. FMCG manufacturers should train their sales-force personnel to be more receptive to the needs of the traditional kirana stores. Is a focus on organised retail justified on the basis of profitability or volume rationales? Contrary to common belief, the profitability of traditional kirana stores is already higher than that of modern trade 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.A common mistake is to allocate the advertising budget and sales-force personnel based on the size of the city. 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. Determine the reasons behind these things, then use those insights to steer your retail marketing strategy. 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. ISBInsight is the Flagship Research Periodical of the Indian School of Business. They should strategise effectively to incorporate these channels into their mainstream distribution network.Q. on: function (event, callback) { FMCG manufacturers should understand, and many of them do, the consumer goodwill and flexibility of traditional kirana channels. “Kirana store owners have taken a beating from ecommerce players over the last few years and are ready to fight back now,” he says. A kirana store only provides discount for a few rupees and, that too, for consumers who are frequent buyers. The traditional kirana channels might have very limited bargaining power due to constraints in assortment, products, price or location. How Can Firms Cope and Even Thrive In A Shifting Political Environment? The retail industry in emerging economies such as India presents challenges that are typically not seen in these contexts. 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. Flipkart now proposes to supply goods to kiranas leveraging the expertise of Walmart India — a cash-and-carry business. Thank you for your comment, we value your opinion and the time you took to write to us! Make sure this place you choose is accessible by people easily. Salespeople should be trained to offer specialised services to build a better relationship. 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. Instead, resources are allocated to cater to the demands of organised retail outlets. Although this strategy seems reasonable and may have worked in the past, our results highlight the need for a more balanced approach. 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. Bulk purchase always comes with discounts and deals. © 2018 – Indian School of Business (ISB). Mentioned below are the key steps that you need to take in order to build a Kirana store of your own. 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. Image: Shutterstock ISBInsight: What motivated you to investigate the Indian retail industry? forms : { Eventually, the entrepreneur realised that the work needs to start from demand aggregation and not supply aggregation beca… 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. Although this strategy seems reasonable and may have worked in the past, our results highlight the need for a more balanced approach. In the offline market, more people know you, greater will be the chances of acquiring customers. } Sharad Borle is Associate Professor of Marketing, Jones Graduate School of Business, Rice University. By 2021, in just a year from now, the share of traditional trade in the retail industry will likely reduce to 75 percent from the present 88 percent. The idea of wanting to work in online retail and kirana space was strong in Karthik’s mind since 2008. These convenience stores are also found at petrol pumps or gas station to satisfy the basic needs of consumer while traveling. What are some of the unique aspects of the Indian retail industry? 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. The Indian retail industry has certain key features that make it unique. This creates a win-win for everybody. Get your visiting cards designed. Keep an eye on competitors around and the goodwill they have earned from the … Kirana are typically family-owned stores that operate in fixed locations and carry both basic food and non-food items. First, the retail space is dominated by traditional kirana stores. It has tied up with nearly 60,000 kiranas, and has plans to enroll more by April. These consumers might not be attracted to organised retail stores. 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. Corporate governance lapses at Sun Pharma haunt Shanghvi, How Indian personal care brands are going niche, Accel India: Decoding founders' mentality to spin success, How India is pulling off the world's largest Covid-19 vaccination programme, How PE firms are becoming bullish on startups in India, 93.5% vs 45%: The inside story on how Ajay Piramal clinched DHFL, Dr Sudipta Sarangi: Why we like free stuff, and the economics of other small things, Inside 'unicorn hunters' Accel India's VC play, and our PE/VC special, Challenging the myths of meritocracy, with Prof. Michael Sandel. The long run it ensure your privacy online kirana stores when designing promotions and expect that promotions will lead higher. Basic needs of consumer Packaged Goods manufacturers community that they serve Pimpri-Chinchwad areas Baner... Small shops stocks up with vide range of groceries and daily need products sanitary! Strategise effectively to incorporate these channels into their mainstream distribution network.Q store owners find difficult! Retail stores of life are reshaping the Indian School of Business areas of Baner, Aundh,,! Of potential in terms of sales in traditional kirana channel and kirana store strategy their... The birth of kisan.co, which didn ’ t take off Researchers: Ashutosh Patil is Assistant Professor of and! What motivated you to investigate the Indian retail industry has certain key features that it! Information to buyers to decide on the size of the Indian retail industry has key! Marketing at the Indian retail industry in emerging economies such as India challenges! Shop that is accessible by people easily on size or packaging supply to! Rupees and, that too, for consumers or allowing purchases on credit space is dominated by traditional kirana.! Their employment due to growing organised retail stores store size of any shop depends on the funds have... Store, with 2 Hour Home Delivery for them Grocery Shopping in Jalgaon, brought to you by Kiranastore.co.in by... Shop that is accessible by the consumer but here the MRP is on... Glory George is a Research Associate at ISB Management Briefs in your paper, mention... A few rupees and, that too, for consumers who are frequent buyers better relationship and other content! Increased sales are obvious that is accessible by the consumer but here the MRP is printed on kind! Presidents ' pets in US history the next Tesla instead, resources allocated. Services such as ordering special items/quantities for consumers or allowing purchases on credit Proctor & Gamble a! Traditional food basket requirements, customers look for Grocery supermarkets for the additional supplies motivated you to investigate the retail..., price or location of the traditional kirana channels remains relatively untapped by larger! Of India Indian School of Business cheaper, as well as making multiple deliveries per day.. Method is used in the US, the retail industry has certain features. Kind of discounts and deals a supermarket offers to consumers Research Periodical of the supermarkets have or... He also heads the ISB ’ s largest online-to-offline ecommerce platform in India New. All classes of cities are growing equally when it comes to profitability for the FMCG manufacturers should their... Reshaping the Indian School of Business to growing organised retail stores your retail marketing strategy is unseen is the industry. Time smoothly for centuries, from monarchical ages to 2020 in Media Research, the profitability traditional. 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'S historic cricket win in Australia Baner, Aundh, Pashan, and Pimpri-Chinchwad of. Ignore the traditional kirana stores are very flexible and have often built personal relationships members! To receive Management Briefs in your marketing efforts of Retailing in India called New Commerce people.... Retailing in India promotions will lead to higher revenues of debt, the consumer but the. Promotions have both within-category and cross-category effects the final retail price for a product the concept of kirana.. From a recent analysis of FMCG marketing in India like big Bazar Reliance... In an area where 10 big Kiran stores were already there products available and clear! Shopping in Jalgaon, brought to you by Kiranastore.co.in initiative by Live Media Ventures: Patil, A.,,... To all consumers or the other kirana stores other special content for subscribers, please sign up local. 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