Localising shopping cart

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The Covid-19 pandemic has changed our grocery shopping habits. The once-adored kirana or neighbourhood stores sprang back to prominence, showing that malls and superstores cannot trample them. However, Zomato’s decision to exit from the grocery segment is a major setback for customers as along with other shopping apps, it proved to be a major boon for those who did not want to venture out for their daily needs. Its brand equity in food delivery helped the platform get new customers and it became a big hit last year due to the restrictions and growing number of cases in the country.

In India, the kiranas are an intrinsic part of a citizen’s life. Before organised retail became a buzzword, these kiranas used to be the sole distributors of our daily essentials. The customer-seller relationship was built on the foundation of trust and ledgers were maintained to keep track of the transactions. There were numerous customers who would run across to the store whenever there was any need something in the kitchen and the shopkeeper would simply record the item in the ledger. The buyer would pay the entire amount at the end of the month.

The digital platforms can tap into this ecosystem to provide services to customers. It will be a win-win situation for everyone. The Covid-19 pandemic has shown that customers are willing to even pay a premium to get the items delivered at their doorsteps. Since it serves the dual purpose of serving the community and building a viable enterprise, the digital platforms can look at making a ground impact in this space. If a customer sees that the items that he has ordered is from the shop he has been ordering for eons, the trust factor in the transactions is sealed.

In any business model which has a direct relationship with the consumer, belief in the product is of paramount importance. And no company can buy that. The kiranas, fortunately, have that in abundance.