Networked commerce and the power of India’s kirana

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

It was a banner year for Indian kirana as retail outlets were shuttered and stay-at-home orders were enforced, then extended.

India’s humble yet powerful kirana small shop owners leapfrogged into the future. Already with 95% of the food and grocery business...