How hyper-local consumption is driving change in brand-retail landscape

With the clamour for convenience and support for local brands on the rise, consumers, kirana stores, and brands are redrawing the terms of engagement

T E Narasimhan & Arundhuti Dasgupta | Chennai/Mumbai
Last Updated at July 9, 2020 06:10 IST

The kirana stores are already reflecting the times as they tune in to a digital payment ecosystem and expand their list of supplies

Home-bound consumers are driving an overhaul of the brand-retail landscape, one that is likely to deeply impact the entire purchase ecosystem well beyond the pandemic. Convenience, support for local brands and a new lifestyle are driving change, rattling age-old supply networks and forcing the traditional neighbourhood store—the kirana or local all-in-one grocery stop—to rethink operations and relationships, with consumers and brands.

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