{
  "id": 16824721,
  "title": "Kirana stores make room for newer FMCG brands",
  "url": "https://urgent.news/2026/10/28/kirana-stores-make-room-for-newer-fmcg-brands",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-28T00:00:00.000Z",
  "source": {
    "name": "The Economic Times",
    "slug": "the-economic-times",
    "url": "https://economictimes.indiatimes.com/industry/cons-products/fmcg/new-age-brands-win-over-kirana-stores-by-taking-share-from-legacy-fmcg-players-as-they-push-beyond-online/articleshow/135244240.cms"
  },
  "original_language": "en",
  "account": "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.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}