The days of going outside to buy groceries from the closest Kirana or a small grocery store on a weekly or monthly basis are long gone. Besides, grocery expenditure in India accounted for 21 percent of India’s economy. Moreover, groceries and snacks are now delivered at the gentle push of a button on an app. However, rapid change is seen in India’s megacities. The urban middle-class families are addicted to online shopping thanks to a year of intense marketing, big sales from e-commerce companies like Amazon and Flipkart, and the COVID-19 pandemic and lockdowns.
The market value of grocery fromacross India was 396 billion Indian rupees in 2022. Despite this, over 95 percent of Indian grocery stores are made up of Kirana’s or a small grocery store. While supermarkets account for about four percent of total grocery shares, online groceries are not even near one percent. About two-thirds of India’s population resides in rural areas that are largely unaffected by the modern retail forms.