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 and close to 80% of the entire trade, their market dominance only increased during the pandemic. 

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands