US retailer Walmart’s acquisition of e-commerce main Flipkart sign for buyers and shoppers


From the attitude of buyers, two crucial issues occurred within the final 45 days in India. Walmart Inc. purchased over 77 p.c of Flipkart and nobody was serious about shopping for the identical quantity of shares in our household jewel Air India! Whereas the latter could have been because of the hidden price of buying a debt-ridden agency, the previous was actually for the hidden worth that Flipkart is anticipated to launch within the subsequent 10 years.

Quickly after Walmart’s transfer, as has turn into regular in such circumstances, we might hear the loud moaning on the demise (as soon as once more) of the pop and mother outlets or as we all know them in India, the kirana outlets.

Demystifying the affect of ‘large retail’ on kirana shops

For the reason that arrival of mid-format retailing in city areas some 25 years again, it has been claimed that Indian mother and pop shops have been declining in quantity. Kirana shops have been mentioned to be adversely impacted by mid-format retail shops, giant format out of city retail shops, then by the web wave led by Indian marketplaces similar to rediff.com and Indiaplaza, and not too long ago by giant marketplaces like Flipkart and extra not too long ago Amazon.

Nonetheless, what now we have seen repeatedly is that there isn’t a materials proof that has been ever been produced to help the declare of the demise of kirana outlets. The truth is, the truth and the hallmark of the Indian retail market is that kirana shops have such resilience that collectively they’ve withstood a lot bigger challenges than organised retail or market fashions. Allow us to contemplate for a second what kirana shops deliver to the desk which giant format retail or on-line marketplaces haven’t been in a position to present to clients until now.

Representational picture. Reuters

At the beginning is the last-mile comfort that they convey to our neighbourhoods, in addition to a component of belief which is automated and even generational – your mother and father trusted them, your neighbours belief them and also you belief them. You understand the proprietor and he is aware of you. One other ingredient to contemplate is that they supply credit score and supply day after day gadgets in volumes that you simply want and for which demand is inelastic. Lastly, as a marker of the innovation that has quietly been happening, kirana outlets now ship and take phone orders, which provides to buyer comfort.

Furthermore, present retail laws strongly help kirana shops, as offline giant format retail can not lengthen their outreach past some extent, kirana shops are in a position to fortunately fill the hole to fulfill the wants of the communities they serve. That is additional favoured by the truth of the Indian market – low ranges of personal automobile possession, and an unwillingness by most Indian shoppers to drive 20 kilometers to supply their groceries as soon as a month. Furthermore, after virtually eight years of operation and billions of {dollars} spent in making a market, on-line marketplaces nonetheless have a measly 50 million transacting customers.

Within the on-line house, the federal government doesn’t allow overseas direct funding (FDI) within the inventory-based e-commerce mannequin however permits funding within the market mannequin of eCommerce which gives an aggregation platform to smaller sellers. Flipkart, which has developed right into a market mannequin, and Amazon, are examples of the latter.

What the acquisition means for the Indian retail ecosystem

Having established that kirana shops by advantage of their distinctive enterprise mannequin and relationship with clients won’t die out, allow us to have a look at the positives of {the marketplace} mannequin and what the Walmart funding means for the Indian retail ecosystem.

{The marketplace} mannequin advantages sellers immensely, and actually provides an essential fillip to small retailers by exposing them to finest practices in expertise adoption and constructing enterprise efficiencies, in addition to serving to native and small-scale producers, artisans and craftspeople achieve a scalable platform to develop their enterprise. It helps sellers to find new markets and cuts out quite a few middlemen between the producer and the patron.

By doing this, the mannequin affords larger alternative and area of interest merchandise to finish clients in addition to providing the essential good thing about holding pricing aggressive by aggregating a number of sellers of the identical merchandise.

The funding in Flipkart ought to be seen as an ideal Indian story for startups because it has added shine to India’s startup story.  Throughout the context of challenges that startups and buyers have been going through within the ecosystem over the previous couple of years, it now appears (whereas the numbers usually are not out but) that buyers are taking a renewed curiosity and a number of the largest VC companies have began pouring new cash in newer technology of start-ups similar to these in meals supply.

It ought to be remembered that solely 2.6 p.c of all retail in India is digital. In an effort to create alternatives for on-line sellers and usher in newer segments similar to grocery to the web retail market in India, giant funding inflows are completely vital. With two giant gamers – Amazon and Walmart – coming into the fray and a 3rd potential one Paytm mall on the rise, there’s a lot scope for creating new demand in smaller cities and cities and constructing a strong provide chain and making certain that each sellers and shoppers alike profit from a non-monopolistic and aggressive market.

Total, whereas there’s purpose to have a good time each kirana shops for his or her adaptability in addition to on-line marketplaces for the alternatives they convey – there’s additionally purpose to cheer the smart coverage makers who’ve created circumstances for each to thrive and serve the Indian client.

(Dr Subho Ray is President of Web and Cellular Affiliation of India (IAMAI); views are private)



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