Blending India’s family-run retail store format with the evolving e-commerce ecosystem, Flipkart’s Kirana Program in Rohtak, Haryana continues to pave the way for sustainable growth and increased earnings. By harnessing the power of technology and the trust of local communities, this initiative has led to supplemental income for Kirana partners, while improving last-mile connectivity for customers. Read more to learn about the strides this program is making in the lives of everyone involved in Flipkart’s Delivery Hub in Rohtak.
Since time immemorial, kirana stores have been the backbone of Indian retail, leveraging the trust and credibility built within communities. Since the owners of these family-run establishments know their customers personally, their role reaches far beyond being a retail outlet. Conveniently located in the neighborhood, these stores often offer personalized services and recommendations.
While shopping habits continue to evolve, kirana stores still have an important role to play, given their unique advantages. Through its Kirana program, Flipkart is assimilating these retail outlets into the e-commerce network and bridging the gap between tradition and technology. Read more to know how this journey is shaping up in one of Flipkart’s Hubs in Rohtak, Haryana, enabling retail stores to prosper.
Powering the Last Mile, One Delivery at a Time
The Flipkart Kirana Program was launched in 2019, just a few months before Mahesh Kumar, Acting Hub-In-charge of the Rohtak Hub in Haryana, joined Flipkart. Instrumental in managing the hub during the lockdown, he has witnessed the program’s growth and impact firsthand.
What he likes most about the program is that it helps eliminate unsuccessful deliveries when customers are not available. “During the lockdown, we noticed a surge in customer escalations and a decline in conversion rates. To address this, we partnered with local kirana stores, providing them with additional responsibilities. This strategic move not only minimized customer escalations but also boosted conversion rates, creating a win-win for both customers and the community,” explains Mahesh.
This move also empowered local retail businesses, creating new opportunities for them. “After joining us, kirana store owners started earning a supplemental income. We provide them with specific loads, packed at night and delivered to their stores by 7 a.m. They can then deliver these orders anytime during the day, giving them the flexibility to work on their schedule,” he adds.
Road to Delivery Efficiency with Kirana Partners
This initiative helps to streamline delivery routes while Kirana Partners get a chance to tap into a wider customer base. No wonder then that the program has grown exponentially in Rohtak in recent years. “We have 60-62 active Kirana Partners, 22-25 Wishmasters, and 6-7 Team Leaders,” says Mukesh.
Ravi Panghal, a Team Leader at the Rohtak Hub, reflects this sentiment of growth. “The experience has been great so far. When I joined as a fresher in January 2020, the load during the Big Billion Days was around 1,600 orders a day at our hub. Now, it’s about 4,200. This growth has been possible thanks to our Kirana Partners, who help ensure all deliveries are completed on time.”
The journey took a more innovative turn with the introduction of the Master Kirana Program, which was introduced in 2022. The stores under this initiative take on the mantle of leadership, overseeing sales, conversion, and overall performance of the kirana network. This ensures focused attention on a specific area, leading to greater efficiency. The Flipkart Hub in Rohtak currently has three active Master Kirana Partners who manage the rest of the stores to ensure seamless operations.
With a significant increase in deliveries, the program’s efficiency ensures smooth operations and satisfied customers. More importantly, Flipkart Kirana Partners also see a substantial boost in their earnings, a testament to the program’s success.
From Counter to Community: Retailers Expand Their Horizons
Vishal Khurana, a dedicated Kirana Partner, has witnessed firsthand the transformative impact of the program. “I used to manage our shop with my brother,” he shares. “Now, I deliver 90-100 parcels a day, connecting with customers and building relationships in the community. It’s like a second job but with the flexibility to manage my shop as well.”
Himanshu Alawadhi, another enthusiastic Kirana Partner, echoes Vishal’s sentiments. “The program has given me a chance to earn extra income and contribute to my family’s needs. The flexibility and the support from Flipkart have been incredible. During peak seasons like the Big Billion Days, the earnings skyrocket, providing a much-needed boost.”
As more Kirana Partners join hands with the Rohtak Hub, they earn supplemental income while also enabling Flipkart customers to get doorstep delivery more quickly and conveniently. Through this program, Kirana stores, the crux of India’s retail history, continue to retain their unique ethos while experiencing growth.
