The opportunity
Rural India has a vast number of small kirana shops, and demand for packaged foods, snacks, beverages and branded essentials has grown in villages. Many of these shops are poorly served by distributors, who focus on towns where orders are bigger. Shopkeepers often travel to the nearest town to buy stock, closing the shop for half a day and paying for transport. A regular van route that brings stock to their door fills a real gap and builds strong loyalty.