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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

Topics
Grocery shop | retail market | Coronavirus

T E Narasimhan & Arundhuti Dasgupta  |  Chennai/Mumbai 



The kirana stores are already reflecting the times as they tune in to a digital payment ecosystem and expand their list of supplies
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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First Published: Thu, July 09 2020. 06:10 IST

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