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Now, small town consumers can access global products & services

Today, small town consumption expenditure accounts for around 60 percent of the country's total consumption expenditure1. And, a majority of small town consumers shop from their neighbourhood kirana store. However, they are not able to consume urban brands and services due to constraints in the current market.

StoreKing understands the challenges of the market and preferences of small town consumers. We have created a complete ecosystem online and work with kirana stores, to connect small town consumers to the best brands and services.

Why is the small town consumer still underserved?

Lack of availability, accessibility and affordability limits brand’s reach to small town consumers. 83% small town consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of small town consumers feel that they get quality goods from their local kirana store.

  • Small Town distribution is broken
  • Logistical limitations
  • Small Town stores lack access to brands
  • Brands lack understanding consumer behaviour
  • Language barriers
Small Town
Small Town
Small Town Shop
Small Town
Small Town

Why is the small town consumer still underserved?

Lack of availability, accessibility and affordability limits brand’s reach to small town consumers. 83% small town consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of small town consumers feel that they get quality goods from their local kirana store.

  • Small Town distribution is broken
  • Logistical limitations
  • Small Town stores lack access to brands
  • Brands lack understanding consumer behaviour
  • Language barriers
Small Town
Small Town
Small Town

How big is the small town market opportunity ?

64% of the small town market presents a huge opportunity for retail due to their openness to experiment and drive to keep up their self image.

This is StoreKing pyramid for small town market apportunity
Pyramid

What clicks with small town consumer ?

With increasing internet penetration and DTH connections, small town consumers are exposed to the same media and content as their urban counterparts. Aspirational and with high disposable incomes, the small town consumer is changing and how:

71%
What do small town consumers value?

buy brands and 59% see them as trustworthy and reliable. In purchase decisions, consumers give 66% weightage to brand image, functionality and aesthetics.

51%
When do they Buy ?

buy when the need arises, rather than waiting for special occasions.

83%
What shopping channels do they use?

travel to nearby cities to make their bigger purchases like TVs and vehicles. Smaller purchases are made at their neighbourhood kirana stores within 5 kms.

Where do small town consumers spend money ?

While the small town consumer is focused on fulfilling basic needs, they also consume financial and banking services. Their spending behaviour is evolving and they aspire to own urban products and services.

  • Essentials ~ ₹1,400 monthly per capita consumer expenditure
  • Durables ~ ₹1,200 monthly per capita consumer expenditure
  • Services ~ ₹620 monthly per capita consumer expenditure
  • Households with loans ~ 47%
  • Investments in financial assets ~ 2.6%
  • Active bank accounts ~ 43%
Consumer
Consumer

What are the types of small town consumers?

Small Town consumers spend on products and services based on their needs, desires and aspirations. While some are open to experiment, others are conservative about changing their brand preferences. They can largely be divided into four buckets of consumers:

Customer Graph
Products

How does StoreKing help small town consumers?

We understand that small town consumers are not comfortable transacting online but aspire to own products seen on television and pn the internet. Which is why, we have partnered with small town kirana stores to help small town consumers adopt e-commerce through a trusted channel.

When a consumer walks into the local kirana store, the store owner assists them in shopping from a large catalog on the StoreKing app. The consumer places the order by paying cash to the kirana store owner. The product gets delivered by StoreKing to the kirana within 24-48 hours. StoreKing also offers after-sales service to ensure consumer satisfaction.

Happy customers. Happy kirana store owners. Happy brands.
  • Choose from large number of products on StoreKing app
  • Transact through a trusted source - the neighbourhood kirana store
  • Access new products and services, not available in other stores
  • Enjoy the convenience of not having to travel far for purchases
  • Browse in your preferred language
  • Pay the kirana store owner using multiple payment options, including cash
  • Enjoy after sales service and easy return processes