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 inIndian 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.
