Time to say thankyou !! #thankyoukirana

#Thankyoukirana for being there, you make our life easy every day!!

• Rajiv is an Hide & Seek lover, he have seen advertisement of it went to near by kirana, twice he didn't had it than. Third time he asked , he had it. He cared!! #thankyoukirana for caring about Rajiv

• Nirmla left the key with husband and her phone got discharged.She wanted to make a call but how?  #thankyoukirana for helping her making a call with your phone

• Today  milkman didn't turned up!! She have to call Kirana wala to deliver. #thankyoukirana for over delivering anytime, every time.

• Dinesh is looking for a new house in colony. He don't know whom to talk. #thankyoukirana for connecting him to Verma Ji in next street. 

• Raj is an student he stays alone. He was not keeping well. #thankyoukirana for taking him to hospital. 

• Visitors were searching for my home. It is in interior. #thankyoukirana for directing them to my home. Thank you for knowing me so personally!!

• Laxmi was facing itching in hands while washing clothes, #thankyoukirna for recommending better detergent. Thank you for improving life

• Radha suddenly had pimples. #thankyoukirana for recommending the right cream. She fill confident  now.

• Everytime my child ask for chocolates you gave him healthier fruit candy!! #thankyoukirana for caring about my child

• Hiral ordered online but she can't take delivery  as delivery boy come at office time. #thankyoukirana for taking my E-delivery

• Varsha got stuck in traffic, #thankyoukirana for asking her kid to sit in your shop, till she arrives. 

• #thankyoukirana for recharge while I am not having cash

• #thankyoukirana for giving some instant cash when it's very critical

• #thankyoukirana for providing me credit till I get my salary

• #thankyoukirana for talking about my parents when I miss them.

• #thankyoukirana for knowing me and my family so closely.I always feel you have opened shop just for me.

• #thankyoukirana for smiling every time we transact vs installing some boring machines.

• #thankyoukirana for being there for years, you make our life easy everyday!! 

Kirana touch our familie's life everyday and they are going to be there. 

Have you ever said #thankyoukirana? Reasons can be many, may be none but it can bring smile and hope on the face of Kirana wala who is struggling to survive. 

You can also say #thankyoukirana by taking and sharing a Selfie and saying a thank you!! 

Don't forget to #thankyoukirana. 

Your one click and share can make them feel valued.

Shopkirana: Empowering retailers with technology , better supplier and superior emotions!! 

Go-to-market time and India retail.

What is a Market "Market is a place where buyer and seller meets". 

I will say "Market is a place where Buyer goes, as seller anyway have to follow"

In new age of marketing and technology seller's information and product has to go to market, not the seller. Two critical item to sell are "Awareness of the product" and "Availability of the product". 

Some examples: 

1. Fair & Lovely make customer aware by TV ad and simultaneously ensure it's available in nearby store.

2. Religious organisation put a hoarding for "Baba’s" lecture (Pravachan) in town and then ensure smooth organisation of event for masses on big ground in town.

Hence critical aspects of “Go-to-market” are “Awareness to consumer” and “Availability to consumer”. A brand needs Marketing channel for awareness while Distribution channel for availability.  (Yes Baba is a brand, may be for peace and happiness)

In competitive and copycat world. “Go-to-market time” is critical for any brand to succeed so that products or new innovations or initiatives reach to consumers as quickly as possible. (or at least before someone copies you)

Go to market time= Max(Awareness time, Availability time). Assuming product is ready to sell.

India retail is one of the tough markets to go to. It has huge diversity and depth. There are1Bn+ consumers, 9Mn+ retailers, 29 states (Government bodies, creating hurdles to go to market vs creating roads to reach), 22 languages (to advertise),  3000+ TV channels, 99600 news paper to advertise even if you do all this 25% of consumer is uneducated (can’t read/understand your ad). Tough to make a right marketing mix based on reach and timelines

Now let’s see what are biggest channels to market (Aware) and distribute (Avail) in India and how brands are doing.

% of media spent. On different channels

% split to Distribution channels in India.

Key marketing channel: TV+ Print (~80%)

Key distribution channel: Traditional retail  (~91%)

If Go to market time= Max(Awareness time, Availability time).

But with technology,  Awareness time (time to adv TV/Print) has reduced a lot and has become << Availability time (Time to reach to traditional retailers)

Below info-graphics give glimpse of India’s top FMCG’s and their reach to retailers. You will be surprised to see Go-To-Market time is in decades in India.

So, there is no CPG company less than a decade old and have national presence. Hence it's Big challenge for brands to go-to-India market !!

With growing economy lot of international brand would like to enter in India, domestic brand will go national and existing brand would expand portfolio or come up with new initiatives but if Go-To-Market for 90% of India retail remains  in decades the growth will be a big challenges, brands which will overcome the Go-to-market time challenges will definitely be the winner.  

What can be the solution? What is the future?

What if there is a channel for brands to reach to thousands of retailers overnight with right merchant mix?

What if there is a ready to use technology and retail analytic for brand to reach to 

right outlet? (reaching to right outlet can increase sales by 40%)

And what if there is no "what if"?? We @Shopkirana has taken this as an opportunity to solve India's GTM problem.

Case : At Shopkirana , UNIBIC have changed the way brands plan for Go-To-Market in India. UNIBIC has emerged as a one of the smartest brands to use Shopkirana as a Go-To-Market platform to reach to thousands of retailers. 

It has happened first time in retail history ...It took just 6 days to reach to thousands of retail store vs more than 6 months earlier. Supported by great data analytic and business forecast!! 

No one can think of significant market share in first month of launch, in a category like biscuits? But it has happened, detailed case study will be revealed soon.

Stay tuned!! We are going to make a dent in Indian retail space!!