Kirana Ka Khazana

The strongest network of retail in India is the kirana stores, which I consider the kirana ka khazana – the marketing treasures of grocery stores. During the 15 months of Covid-19, the strongest service, the most dependable channel, and the most trusted provider for Indian consumers have been the humble kirana store. This neighbourhood store has stood by consumers in times of difficulties and has been able to provide provisions and groceries in a manner that has been well appreciated by the consumers of India.

The last 15 months have brought out the kirana ka khazana into the limelight. During these difficult times, there were several lockdowns, curfews, and other restrictions, but whenever Indian consumers wanted essential items, like groceries, household goods, and many day-to-day consumer items, the single point of shopping and service was provided by the neighbourhood kirana.

For consumers, it was the kirana ka khazana. For marketers, this khazana provided the ability, opportunity, and sales channel to sell and market their brands uninterrupted. The marketing treasures of grocery stores helped many companies to continue their sales activities, even in difficult times, and register good topline and bottom-line growths.

It is indeed a marvel that the 12.8 million kirana stores located across India were able to help consumers to consume and marketers to market. Out of this, only 0.05% was in modern trade, a mere 8,000 stores, while the overwhelming majority of 99.5% were the local, neighbourhood kiranas – the mom-and-pop stores, run by families.

What a wonderful, exciting, loving, and caring relationship it has been – the Indian consumer families being served by kirana stores run by Indian families. Real treasures, these grocery stores served Indian families to consume, while they also helped the companies to market. This truly is the backbone of the Indian retail industry, which runs into hundreds of billions of dollars in size.

The kirana ka khazana – the treasures of grocery stores – went the extra mile to serve consumers. Whether it was home delivery, the usage of technology including messaging and WhatsApp, or the constant updating of stock availability and information given to consumers by phone, the kirana store, both physically and virtually, ran the consumer households. Their proactive and polite nature came out in profusion.

On one side, the kirana ka khazana was serving consumers, while on the other, the kirana store was facilitating sales and marketing companies. There were constant changes in rules by governments. On some days, markets would open only from 7 AM to 11 AM; on other days, only shops on the left side would open, with shops on the right side following suit the next day. These rules kept changing, but the kirana stores in India kept adapting. And the Indian consumer kept adopting.

This kirana ka khazana phenomenon has brought out the real treasures of marketing through grocery stores. Today, no one can ignore the strength of the local kirana store in India. And they continue to grow, serve, and bring out the genuine treasures of marketing.

Shabash, you humble, friendly, neighbourhood stores! Hats off to the kirana ka khazana! We salute you.