Around 40% respondents ie, kirana store owners said they want to partner with online delivery and supply platforms as they feel it can help them grow and tide over in these testing times.
Another key insight is that consumer loyalty to brands is now in question, providing a window for new brands to replace old loyalties. At least 69% kiranas in the non-metros were able to sell alternative brands to their customers.
The survey by EY takes an in-depth look into the impact of the COVID-19 crisis on kirana stores. The insights were gathered through 27 qualitative interviews across 12 cities in India, 5 metros and 7 non-metros with participants who represent small and big kirana across a diverse socio-economic background.
More on Covid-19
“Amidst the COVID-19 pandemic, kirana stores have emerged as local unsung heroes servicing the community at large,” said Shashank Shwet, partner – customer experience and design thinking, EY India.
“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. Moreover, the way that these kirana store owners have adapted 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. As we move from now to next and beyond this crisis, the new level of growth for kirana stores will come from partnerships and symbiotic relationships,” he added.
According to the study, 20% of kirana store owners across metros and non-metros have started leveraging online platforms to get a steady supply of goods and assistance in deliveries.