Can Kirana Stores Compete in India's E-Commerce Revolution? Rethinking Traditional Retail in the Digital Age

Authors

Anshi Jindal, Student, School of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad.
Ashwarya Kapoor, Assistant Professor, School of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad.Follow

Author ORCID Identifier

Ashwarya Kapoor : 0000-0003-3858-3945

Abstract

E-commerce has reshaped the global retail landscape bringing both disruptions and opportunities specifically in emerging markets like India. This paper explores the evolution of e-commerce in India and its impact on traditional retail particularly unorganized Kirana stores. By analysing market trends, consumer behaviour and policy implications, the study examines how conventional retailers are adapting to digital transformation. Using Reliance Retail’s JioMart initiative as a case study, it provides insights into the integration of digital and physical retail ecosystems. While e-commerce challenges Kirana stores, it also fosters innovation, growth and the emergence of hybrid retail models.

Keywords

E-commerce, Jio Mart, Omni channel, digital transformation, Reliance Retail

Recommended Citation

Jindal, Anshi and Kapoor, Ashwarya (2024) "Can Kirana Stores Compete in India's E-Commerce Revolution? Rethinking Traditional Retail in the Digital Age," Management Dynamics: Vol. 24: No. 2, Article 9:
DOI: https://doi.org/10.57198/2583-4932.1352
Available at: https://managementdynamics.researchcommons.org/journal/vol24/iss2/9