Kirana stores make room for newer FMCG brands

Mumbai: New-age consumer brands have expanded their presence in India's kirana market, accounting for nearly 22% of sales, according to data from Bizom. This surge has chipped away at the stronghold of established fast-moving consumer goods (FMCG) companies, which now hold 78.3% of the market share, down from 85.2% a year earlier.

The shift highlights the growing influence of innovative brands, driven by their ability to reach consumers through online and modern-trade channels. Established players must now adapt to changing preferences, rather than relying on traditional advantages. While new brands have gained significant traction through physical distribution, sustaining this momentum poses a challenge.

These startups are also altering brand-building economics by targeting premium urban consumers willing to pay more for high-quality, science-based products. As retailers become more receptive to higher-priced offerings, the landscape of consumer choice continues to evolve, driven by the growing preference for performance-oriented and clinically validated products.