Understanding the Perception of Kirana Store Owners Towards Online Grocery Platforms

Abstract

The rapid expansion of online grocery platforms such as Zepto, Blinkit, and Swiggy Instamart has sparked many debates about their impact on traditional kirana stores, which have been an integral part of the Indian community. The present study aims to investigate the perceptions of kirana store owners and how their perception towards the growing presence of online platforms. A survey was conducted with 25 kirana store owners in Pune, Maharashtra, using structured questionnaires that combined both quantitative and qualitative elements. The findings revealed that many kirana store owners reported a noticeable decline in customer footfall and sales, with customers increasingly choosing the convenience of online ordering. To adapt, many shopkeepers introduced digital payment systems, home delivery, and phone or WhatsApp-based ordering, while a few experimented with their own apps. These findings suggest that although online platforms challenge kirana stores, they also push them towards modernisation and digital adoption. The implications extend to retail associations, and technology providers, highlighting the need for targeted support that ensures traditional and digital retail models coexist in a way that sustains small businesses while meeting evolving consumer needs.