Kirana Club aspires to be ‘LinkedIn’ for mom-and-pop stores in India
India’s vast network of kirana stores, numbering at about 1.2 crore, remains a staple in the country’s retail landscape, accounting for 90% of its grocery retail market. Despite the surge in e-commerce, these small, often family-owned stores have not only survived but thrived, benefiting from the digital wave by adopting WhatsApp for orders, embracing digital payments, and utilizing fintech applications for inventory management and financial transactions.
Bengaluru-based startup, Kirana Club, has emerged amidst the digital transformation of these stores with a novel idea. It seeks to create a community-driven platform, somewhat akin to LinkedIn but specifically for kirana store owners. This platform aims to facilitate the exchange of valuable information such as market trends, price fluctuations, and promotional offers among other things.
We explore the vision and functionality of Kirana Club through a conversation with Anshul Gupta, its co-founder and CEO, who sheds light on the startup’s mission to become a transformative space for kirana stores across India.
The Mission of Kirana Club: Connecting Kiranas, Brands, and Consumers
Kirana Club positions itself as a crucial intermediary in the fast-moving consumer goods (FMCG) sector. The platform enables kirana store owners to act as influencers, creating a direct line of communication between them, FMCG brands, and consumers. By participating in campaigns and promoting specific SKUs, kirana stores can make more informed stocking decisions, directly impacting brand visibility and consumer choice.
Moreover, the platform serves as a networking hub for kirana owners, allowing them to connect, share experiences, and foster a stronger community of retailers across ‘Bharat’. It offers a personalized experience with content that includes short videos and posts, available in local languages like Hindi, Gujarati, and Marathi, curated according to the geographical location of the user. This aims at promoting knowledge sharing and community building among kirana owners nationwide.
Revenue Generation through a Community-Driven Model
Kirana Club operates on a freemium model where kirana and retail owners can access and engage with the platform for free. Revenue is generated through collaborations with FMCG brands, which utilize the platform for visibility through campaigns, social media channels, and other promotional methods. This relationship enables kirana retailers to access valuable resources while providing FMCG brands a direct channel to influence kirana purchasing decisions, cutting through traditional marketing challenges.
With over 15 leading FMCG brands including giants like Coca-Cola, P&G, and PepsiCo turning to Kirana Club, the platform promises a new era where digital engagement and deep community ties redefine market strategies. This not only benefits the kirana stores but also enables FMCG brands to penetrate the vast general trade market more effectively.
Future Trajectories: Growth and Expansion
Kirana Club has seen remarkable growth, achieving significant market penetration within a short span. The platform has onboarded over 18 lakh kirana stores across India, capturing 10-15% of the market. With an ambitious vision, Kirana Club aims for a 5X growth in the coming year, reflecting not just on its potential for scalability but also on the untapped opportunities within India’s retail landscape.
In the face of rapidly evolving consumer dynamics and the digital revolution sweeping across India’s Kirana stores, Kirana Club stands as a pioneering solution. It not only aims to strengthen the fabric of the traditional retail market but also paves the way for a future where small retailers are empowered with the tools and community support needed to thrive alongside the giants of e-commerce and retail.
