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India’s mom-and-pop shops that account for three-fourth of the buyer items markets will decide the massive retail giants’ success – Amazon, Flipkart (owned by Walmart), and Mukesh Ambani-led Reliance Retail within the nation’s fast-changing retail panorama.

India’s retail sector, estimated at $883 billion in 2020 is projected to change into $1.3 trillion by 2024, has compelled the retail giants to woo the mom-and-pop shops to change into part of their success story. Grocery retail, accounting for $608 billion or over two-thirds of the entire retail market, remains to be dominated by the native “Kirana” or the mom-and-pop shops in India. 

Organized Retail:

Mukesh Ambani-led Reliance Retail has emerged as India’s largest and most worthwhile retailer within the nation, with revenues of Rs 1.6 lakh crore and EBITDA of Rs 9,330 crore. The corporate has been ranked to be the fastest-growing retailer globally and the one Indian Retailer to characteristic within the Prime 100 listing of world retailers. 

Final yr, Reliance Retail agreed to purchase Future Group’s property, India’s second-largest retailer, for Rs 24,713 crore, however the deal has fallen into authorized hurdles, with Jeff Bezos led Amazon difficult it within the courts. If the deal goes by means of, Reliance Retail will additional consolidate its place in India’s rising retail market. 

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Whereas the e-commerce leaders in India, Amazon, and Flipkart are increasing their ties with the Kirana shops to strengthen their last-mile supply, Reliance Retail is seen aggressively ramping up its presence e-commerce house. 

“We discover Reliance Retail is well-positioned to experience the robust organized retail alternative with its robust presence throughout grocery, attire & electronics. We count on RR to maintain its management place and forecast 19% income CAGR and 22% EBITDA CAGR over FY20-23E,” mentioned Jefferies in its newest report. 

Dmart, owned by Avenue Supermarts Ltd, is one other success story in India’s organized market. Nonetheless, comparatively, Reliance Retail is 4 instances larger than DMart in its retail space footprint. . In grocery, Reliance Retail has a 20% share amongst organized gamers and is as a lot as 40% larger than the second-largest participant DMart.

“We stay bullish on DMart, in view of the huge whole addressable marketplace for grocery retail, with 96% unorganized share. This creates an enormous alternative for all gamers, and DMart’s enterprise mannequin is properly positioned to make the most of it,” mentioned Sheela Rathi, fairness analyst at Morgan Stanley. 

Make investments India, the nation’s funding promotion arm ranks India among the many finest nations to put money into Retail house as the general retail market is ready to cross the $1.75 trillion mark by 2026. 

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“Elements that make India so engaging embrace the second largest inhabitants on the planet, a center class of 600 million folks, growing urbanization, rising family incomes, linked rural shoppers, and growing client spending,” mentioned Make investments India. 

Retail in India accounts for over 10% of the nation’s GDP and eight% of whole employment. 


The Indian e-commerce market is estimated at $40 billion as of 2020 is projected to develop at a 16% CAGR over the following 5 years to $100 billion by 2025. 

Flipkart (majority-owned by Walmart) and Amazon India are the trade leaders, controlling about 80% of the Indian e-commerce market. Flipkart is claimed to be primary, with a GMV of $13 billion in FY20 (together with Myntra, which has a 43 per cent share). With the acquisitions of Letsbuy, Myntra, Jabong, eBay India, and different firms since 2010, the enterprise has expanded inorganically.

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However, Amazon launched its e-commerce enterprise in India in 2013 (a lot later than Flipkart, which launched in 2007) however rapidly expanded to a GMV of over $10 billion and a market share of 36%. As of 2020, Amazon has 140 million month-to-month energetic prospects, 10 million Prime members, greater than 200k energetic sellers, and 50 fulfilment centres unfold throughout 15 states.

Reliance Retail has additionally been ramping up its presence within the under-penetrated e-commerce house, with the federal government insurance policies on FDI in e-commerce which are extra beneficial to the Indian gamers. 

Kirana Is The King: 

Reliance Retail’s growth technique in grocery goals at linking Kirana shops (neighbourhood mother & pop shops) digitally with the assistance of the JIO POS gadget. 

The gadget permits retailers to simply accept digital funds (credit score/ debit playing cards, digital wallets) and different functionalities, together with billing, stock administration, producing tax returns, procurement from RR’s money & carry shops, paying distributors digitally, managing buyer accounts, and monitoring buy behaviour.

“In our blue-sky situation for Reliance Retail’s (RR’s) new-commerce enterprise, we construct in aggressive ramp-up in Kirana enrollment over the following 4 years, taking the accomplice Kirana rely to a few million. Consequently, RR’s B2B GMV (Kirana procurement which isn’t offered by means of the JioMart app) involves $10.4bn by FY25. In B2C, we estimate RR to seize a 25% share of the Indian e-commerce market by FY25, taking the B2C GMV to US$27.5bn,” mentioned Jefferies in its report. 

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In accordance with Prem Kumar, CEO & Founder, SnapBizz, everybody ought to give attention to exploring how the strong ecosystem of distribution possessed by the Kirana retailer infrastructure will be leveraged to co-exist with e-commerce. “That is important to make sure the inclusive revival and never creation of a deeper divide over the following yr for retailers and shoppers alike.”

“After the problems confronted by different platforms akin to OYO and Uber, which promised excessive earnings to companions, mom-and-pop retailer house owners will ask extra questions over a long-term enterprise case for themselves as a substitute of a short-term acquire. JioMart must not solely reply these questions but additionally compete with related choices from Amazon and Walmart-owned Flipkart, that are additionally focusing on the identical viewers,” mentioned Satish Meena, senior forecast analyst at Forrester Analysis, after Fb introduced $5.7 billion investments in Jio Platforms final yr. 

No marvel Amazon, Flipkart, and Reliance Retail are combating tooth and nail to woo the Kirana store house owners to have the higher hand in India’s retail market. 



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