India: Startups, MNCs rushing to collect data from ‘kirana’ stores

India: Startups, MNCs rushing to collect data from ‘kirana’ stores

Along the busy streets, a man walks alone as he eyes other stalls in Vrindavan, India. Photo: Igor Ovsyannykov/Unsplash

Despite the rise of e-commerce and hypermarkets, kirana stores account for 90% of FMCG retail sales in India. Their last-mile connection to consumers became even more pronounced amid lockdowns. They remain pivotal to India’s estimated $100 billion FMCG retail market.

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