Kirana stores beat e-commerce giants during coronavirus crisis: Study

Despite significant growth in e-commerce reach and sales during the Covid-19 crisis, local kirana stores emerged as winners.

The traditional trade channel that serves over 1.3 billion people, compared to about 120 million through electronic commerce, has performed much better in terms of the availability of essential products like rice, wheat, pulses, milk, sugar and salt.

Barriers faced by delivery people in the early days of the lockdown may have played a key role in its poor service, and a sudden drop in the availability of essential items on online channels has also had an impact on many.

However, the situation is improving rapidly, with more than 40% of consumers now able to buy essential items online, compared to only 21% a week ago.

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