Thursday, February 22, 2007

Kirana stores keen on selling 'branded' goods

The Indian Institute of Packaging is making a cluster branding strategy that would help kirana store-owners compete effectively with large format organized retailers like Big Bazaar and Reliance Retail. The chairman of IIP, BS Kampani said that the institute was “…evaluating an alternative model for kirana shops” that would benefit both customers as well as shop owners.

By clubbing neighborhood kirana stores under a single brand, they could sell packaged rice, pulses and other items under a brand name. Packaging for such an initiative could be taken care of at a minimal cost. Customers would get some sense of quality assurance by purchasing a 'branded' product. So far, the institute has already contacted 800 such stores in Mumbai and more than 250 in Ahmedabad.

No comments: