Ramesh kiryana store
I am writing down my experience of kiryana store for our project “HAMARI DUKAAN”.TO
begin with I have taken a shop located in kharghar sec 3 near NIFT college. We
were asked to study the day to day business of a kiryana store and learn their
way of doing business at the end of project.
A Brief Intro: One of the most
ubiquitous sights you get to see when you step out into the Indian localities
is the regular mom and pop grocery retailer stores, locally known as kiranawallas. Supermarkets and
similar organized retail accounted for just 4% of the market. In comparison to
large-format retailers, these kirana stores
have a strong advantage, as they are typically located in the heart of
residential areas where they not only serve the customers who step into the
shop, but also deliver at the doorsteps of customers located within a certain
convenient radius. This fact holds true in case of the Ramesh kiryana store.
Features: The
shop has around 1000-1200 SKU’s.
The shop has a Race Track layout. Customers typically wait outside the shop, ask
for what they want, and cannot pick or examine a product from the shelf. Access
to the shelf or product storage area is limited. Once the shopper requests the
food staple or household product they are looking for, the shopkeeper goes to
the container or shelf or to the back of the store, brings it out and offers it
for sale to the shopper.
Ramesh Kiryana store has one helper to assist him during the
work time.
The shop gets its major supply of stock on every Tuesday for
things like tooth paste, rice, oil and other confectionaries. The supply is
made by a local logistic partner who caters to the stock needs of all the
nearby shops in the locality.
For daily consumable things like milk, curd etc. the same
partner caters to the need in conjunction with all the kiryana shops of the
area.
INFERENCES DRAWN:
The shop owner is a Marwari person and so is he proficient
in doing his business. In addition to this his understanding of the buying
patterns of the consumers in the area which range right from students to families
is so absolute that he is able to manage his stocks well and accordingly
rotating them.
Apart from that he
also provides a credit period of 15 days for the payment to a certain set of
his customers who purchase regularly from him.
He is intelligent enough to take special care on occasions
like Diwali or New Year.
All the above reasons no doubt he is the most popular
kiryana store in the area especially for the students staying in this area.
MY SUGGESTIONS: I
suggested Ramesh uncle to register on AARAMSHOP giving them technical edge in
comparison with the local kiryanas but also the big retailers like easy day and
future group. Also looking at the Demographics of the location where the shop
is located this will further help them increase their reach as well as sales.
About AARAMSHOP: AaramShop
is clearly giving a lot of visibility to the kiranawallas in
the online world and this is giving them much needed boost to improve customer
stickiness, which has the potential to give the large format retailers a run
for their money. An interesting point to be noted here is that the AaramShop
doesn’t charge the retailers for their services. The two-year-old startup has,
on a freemium model, enabled 2,895 kiranawallas across 31 cities in India to
tap Internet-savvy customers who are habituated to the convenience of shopping
online.
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