CPM India, a marketing agencies in India, recently conducted a unique research study, surveying over 3000 Kirana and independent self-service stores to develop a deeper understanding of the Indian retail landscape during the Coronavirus induced lockdown period. The study titled ‘Winning During Disruption: A Perspective on Kirana Stores’ provides a comprehensive look at how Kiranas, which were the one of the key circulatory systems in the retail anatomy of India during the lockdown period, stepped up to this unprecedented challenge and insights on the long-term implications of the lockdown on the retail sector.
A one-of-its-kind survey, CPM India launched ‘Winning During Disruption: A Perspective on Kirana Stores’ with the aim of understanding the sales impact, change in consumer and retailer behaviour and evolution of channel during the lockdown period. CPM India ventured out, and in a series of on-premise interviews maximised the coverage of the research across the nation by reaching out to 3071 Kirana and independent self-service stores. The research survey was implemented with a geographical coverage of 23% in North, 22% in East, 22% in West and 31% in South and a tier break up of T1 38%, T2 41% & T3 21%.
Some of the key insights this research drew out include:
Lockdown effect and how various regions fared
Home delivery on the rise
Non-availability of goods
Leveraging technology a must
Speaking about the research, Mandeep Singh, CEO and MD, CPM India said, “With the objective of identifying emerging trends in the wake of COVID 19 and their possible evolutionary paths in the Indian retail landscape, we at CPM India decided to conduct a research to understand the impact of these unprecedented times on the retail sector. The results have been nothing short of fascinating, with clear and imminent structural transformation being witnessed. This research shows us how the pre COVID and the post COVID world are starkly different. I hope ‘Winning During Disruption: A Perspective on Kirana Stores’ will help brands redefine the way they approach not just the end consumer, but also a more technologically aware retailer.”
Hitesh Kakkar, COO, CPM India further added, “As one of the finest field marketing agencies in India, we at CPM India take great pride in the strength of our workforce and the sheer knowledge one can access just within the organization. The research, which has been conducted, is testimony to the deep understanding we have of the Indian retail sector and our incredible reach, which allowed us to survey over 3000 retailers for this research.”
India’s retail landscape, unlike any other, is dominated by small independent stores known as Kiranas. Despite being unorganized, these stores have proved to be the saviour of Indian Retail during the coronavirus imposed lockdown. As social distancing norms clashed with the need for essentials, these mom and pop establishments came to the Indian consumer’s rescue and provided much-needed succour for heart and hearth. This research is a study of how the world has changed and what brands and retailers need to learn in order to stay ahead of the curve.