Kirana stores – quintessentially Indian and highly resourceful, are being tapped by Myntra in an unprecedented fashion. Myntra had tied up with 2000 kirana stores by 2017, and have now increased the total number of kirana partners to 7500 in number, and spanning 50 cities in all. The ongoing End of Reason sale had a significant part to play in this recruitment process.
Kirana stores are known for being trustworthy and efficient. Spread in all corners of the country, in towns small and large, kirana stores are run by families who establish a close knit relationship with their customers. Kirana stores are known as mom and pop stores in popular culture, owing to the high degree of familiarization they enjoy with their customers. While a relatively new concept that has been advertised and popularized over the last decade or so, kirana stores have been practicing home delivery for ages.
In this partnership, Kirana stores are set to fulfil the last step of the delivery process during EORS. The products will reach the nearest kirana store from the delivery location, and the highly adept youths at the kirana store will carry out the final phase of delivery into the customer’s hands.
So how exactly are kirana stores aiding Myntra? Well, let’s look at the facts. A significant part of orders during EORS come from Tier 1 and Tier 2 cities, from whom Myntra are expecting 60% of total sales to be generated. Each kirana store caters to 100-200 families. Hence, a total of 7500 kirana stores can potentially account for a minimum of 150000 unique families to be catered to. It is projected that 70% of all deliveries for the sale will be done by kirana stores.
To ensure that the delivery process is as smooth as achievable, Myntra had assigned 300 trainers who conveyed to the kirana store helpers and attendants on how to maximise the efficiency and maintain the high level of customer satisfaction that is synonymous with Myntra. Further, this venture will also generate a hike in employment in these cities. For Myntra, this is an ideal scenario where they get to scale up their workforce without having to add full time employees.
For the customers, having items delivered directly to your home by a familiar face who knows the way to your house is a great boon. Confusing lanes and indistinct roads are a characteristic of India, but smart planning from Myntra ensures that customers do not have to bear the brunt of it when shopping during EORS.
Kirana stores have a significant history in Indian towns, with these stores being a one-stop shop for all the daily necessities – from milk and eggs to detergents and insect killers, from packaged edibles like chips to vegetables and fruits, and from soaps and deodorants to coffee and tea. They are embroiled into the social fabric of the country, and are trusted by families. Often, owners of kirana stores have seen children from their customers’ families grow up from toddlers needing baby powder to high schoolers needing stationery, and into full-fledged customers requiring household necessities.