India's kirana retail space is poised for a ground-shaking transformation as homegrown kirana stores are being confronted with an unprecedented threat from lightning-fast commerce behemoths such as Blinkit, Zepto, and Swiggy Instamart. With almost 2 lakh kirana outlets shutting shop in the last one year—45% of them in metros alone—the pressure is building. Quick commerce platforms, now commanding a share of 8% of the urban grocery market (from 3% in 2021), entice consumers with 10–30 minute delivery, steep discounts, and a ginormous product universe.
But it's not a story of only fall—it's also that of resurgence. More than 80% of kirana shop owners now recognize digitalization as an imperative, and 84% of them have begun to adopt technology, ranging from WhatsApp ordering to inventory software and digital payments. Initiatives like Kiko Live and ONDC are allowing kiranas to build digital shopfronts, facilitate home delivery, and even collaborate with quick commerce players for last-mile delivery. Those who are adopting digital tools are witnessing up to 30% incremental revenue growth in the form of online orders and a 99% order success rate.
Although the future is rosy, there are challenges in store: astronomical inventory costs, price wars, and dwindling footfalls threaten livelihoods for millions. The government is being urged to step in with incentives, simple taxes, and technology support to keep kiranas afloat. With lines blurring, hybrid models are being created—kiranas are becoming micro-quick commerce hubs, with a combination of personal touch and digital ease.
Key Highlights
Market Share Loss: Kirana's share decreased from 95% in 2018 to 92.6% in 2023; to 88.9% by 2028.
Mass Closures: Nearly 2 lakh kirana stores have shut down over the last year, mostly in metros and Tier 1 cities.
Digital Push: 80%+ kiranas believe adoption of technology is necessary; 84% already begun digitizing.
New Models: Kiranas are offering home delivery, digital payments, and online stores through platforms like ONDC and Kiko Live.
Government Action: Calls for Budget 2025 to tilt in favor of kiranas through incentives, simple GST, and technology upgradation.
Hybrid Future: Kiranas are being supplemented by fast commerce platforms through collaborations that launch new store models.
Source: Economic Times, ABP Live, TICE, Outlook Business, Shiprocket, Finshots, Datum Intelligence, LinkedIn, Mintoak.
