India’s 1.2 crore-strong network of Kirana stores, constituting 90% of the country’s grocery retail market, has seamlessly coexisted with the booming e-commerce sector. These small stores have embraced digital transformation by adopting practices like accepting digital payments, utilizing fintech apps for various purposes, and leveraging platforms such as WhatsApp for order placements. Among the startups catering to the Kirana store segment, Bengaluru-based Kirana Club stands out with its unique community-driven platform, often dubbed as the “LinkedIn for Kiranas.”
Anshul Gupta, Co-founder and CEO of Kirana Club, explained that the platform serves as a trusted influencer connecting FMCG brands, Kirana store owners, and consumers. By facilitating campaigns and showcasing product information, Kirana Club empowers store owners to make informed decisions while allowing brands to directly influence purchase choices.
Unlike generic social media platforms, Kirana Club specifically caters to Kirana store owners in India. The platform features personalized feeds with short videos and posts in local languages, fostering a sense of community and knowledge-sharing among Kirana owners. It supports vernacular languages, primarily Hindi, Gujarati, and Marathi.
Kirana Club operates on a freemium model, allowing retailers to access the platform at no cost while generating revenue through brand partnerships. Brands create visibility through campaigns, posts, and engagement features, monetizing impressions on promoted content. Over 15 leading FMCG companies, including Coca-Cola, P&G, and PepsiCo, have recognized the platform’s potential and engaged with it.
In terms of expansion goals, Kirana Club has successfully penetrated 10-15% of the Indian market, onboarding over 18 lakh Kirana stores in the last two years. The platform aims to deepen its presence in existing markets, particularly in southern states, invest in R&D, and scale its AI capabilities. Kirana Club envisions becoming the world’s largest community of retailers, extending its support not only to Kiranas in India but also across Southeast Asia, Africa, Latin America, and beyond.
