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The Faces Behind the Counters

Anshul Gupta
November 21, 2024

Behind every counter, there's a story waiting to be told.

Welcome back to another edition of Kirana Club Insider - indeed a very special one! So far, we've shared incredible insights from our 25L+ retailer community. But behind these insights are fascinating stories of individuals who have defied expectations and built successful businesses.

So this time, we're turning the spotlight on our dear retailers! Almost daily, we come across their incredible stories. They've been farmers, nurses, and even private job employees before becoming successful Kirana store owners - leaving us all inspired.

We're excited to share some of these incredible stories with you.

P.S.: Read till the end for an exciting announcement!

Gayatri Patil from Nashik, Maharashtra

A 23-year old’s Accidental Journey to Entrepreneurship

Gayatri Patil, a young lady from a small village near Nashik, is a testament to the power of seizing opportunities. Growing up, her father, a farmer, instilled in her a strong sense of independence. She even learned to ride a bike, a rare feat for a young woman in rural India. After marriage, Gayatri ji moved to Nashik where she started to assist her mother-in-law at their family's cloth shop.

The Turning Point

The pandemic forced a change. With only Kirana stores allowed to open, she and her family began selling their house’s surplus groceries from their clothes store. This unexpected opportunity sparked a new chapter in her life.

Initially hesitant, Gayatri ji gradually gained confidence and took the reins of the business. She navigated the complexities of sourcing products, managing inventory, and building customer relationships. The local community rallied behind her, and soon, her small venture grew into a thriving business.

Today, her 1050 square feet 'Aarohi Supershop' offers a wide range of products, including groceries, cutlery, and stationery. "Now, everyone who comes to the shop asks for Bhabhiji," she says with pride, highlighting the recognition and respect she has earned.

Chance to Opportunity

Her ambition knows no bounds. She envisions Aarohi Supershop as a one-stop-shop, similar to DMart. She's also an active member of Kirana Club for 3 years, has 15,000 retailers as followers, and works with multiple brands to influence and educate retailers about various FMCG products and schemes. She was also awarded the ‘Progressive Grocer’ award by Kirana Club at an event in Mumbai, for which she specially traveled from Nashik.

Gayatri ji’s journey is an inspiration to young women, proving that with hard work, determination, and a positive mindset, one can overcome challenges and achieve extraordinary things.

Rakesh Kumar, Varanasi

Rakesh Ji’s Offbeat Retirement Plan

Rakesh Kumar, a 60-year-old Kirana store owner from Varanasi, wasn't one to sit idle. With his four kids all settled, including a granddaughter at SRCC, he decided to spice up his life.

“I used to be an electric repairman,” he shared, “but let’s be honest, it was a bit boring. People would come only once or twice a day.” So, he opened a Kirana store, a move that has brought a new energy to his life.

Rakesh ji’s Approach

His store, near Banaras Hindu University, caters to the ever-hungry student crowd. A tech-savvy shopkeeper, he uses platforms like JioMart, Amazon, and Flipkart to compare prices. “I can get the same 14-pack Maggie anywhere from 121 to 148 rupees,” he said, highlighting his knack for finding the best deals.

"Pehle 1 rupee ka sale tha agar, toh ab 35 paisa ho gaya hai," he said, referring to the increasing competition from quick commerce platforms. "They might be a convenient option, but when it comes to proximity and personalized service, I'm still the first choice," he added.

Rakesh ji has been a member of Kirana Club for the past three years and actively engages with the community. He loves reading comments from other retailers, gaining insights into their experiences and challenges. "I always check the rates on Kirana Club before shopping and sometimes even argue with wholesalers to get better deals," he shared. He also enjoys meeting other Kirana Club members at wholesale markets, where they engage in open and fruitful conversations.

A New Purpose

With a keen eye for detail and a passion for learning, Rakesh ji is always eager to improve his business. "Once I figure out the optimal quantity and pricing for each product, there's no stopping me," he said confidently. He believes he's just scratched the surface and there's much more to learn and achieve. Rakesh ji's story is a testament to the power of curiosity and the joy of lifelong learning.

#LessonsfromKiranas

Biz gyaan, jugaad to user experience, retailers know-it-all

Ashish Gupta, Sandila

From FMCG Sales Rep to Kirana Owner

Ashish Gupta ji has always yearned for independence. As the eldest of four siblings, he took up a job at ITC at just 16 to support his family. Despite his young age, his determination landed him a role at ITC. “sach kahu, meri height lambi thi aur unko zarurat thi toh muje le lia”, he chuckled.

As a field sales executive in Sandila, he was part of a team of four. Two team members, equipped with bikes, were responsible for remote rural areas, while he and another colleague covered paan shops and small retail shops at the main roads.

They were paid a monthly salary of 500 rupees, supplemented by a small commission on sales usually ranging between ₹50-100.

Despite the demanding job and meager pay, he never lost sight of his dreams.

Music was his first passion. He dreamt of becoming a singer and even auditioned for a music competition in his youth. However, life had other plans.

The Pivot

During his time at ITC, Ashish ji learnt alot - witnessed the company's evolution firsthand. From cigarettes to ITC launching toffees, biscuits and iconic Aashirvaad atta, Ashish ji has seen it all. This experience taught him the intricacies of sales, marketing, and customer relationship management. “Bhut seekha mene ITC mai”, he said gratefully.

After 7 years at ITC, Ashish ji's desire for freedom and autonomy grew stronger. He longed for a life where he could be his own boss. He leveraged the skills and knowledge gained from his time there to start his own Kirana store.

Ashish Ji’s Retail Shop in Sandila, Uttar Pradesh

A New Era of Independence

Today, he enjoys the freedom to set his own hours and make his own decisions. "I can close my shop whenever I want," he says with a sense of relief.

He's determined to provide his son Shivansh with the opportunities he didn't have, ensuring that his child can pursue his passions without constraints. His journey from a young, ambitious boy to an entrepreneur is a testament to his perseverance and entrepreneurial spirit.

What do you think most retailers did before they Started the Shop?

The poll will open in a new tab, don’t forget to come back for a grand reveal in next section ;)

Grand Reveal 🎉

Wondering where your brand stands in retailers' minds?

Last year, our "Best Sales Rep" survey created quite a buzz. Now, we're taking it up a notch with an even bigger, better survey. We're assessing sales teams across various metrics – service, knowledge, empathy, and more.

Want to know where your brand ranks? Stay tuned for our next edition releasing early December!
Got ideas? Drop us a line at [email protected].

Check out last year's results:

Top Pick: Kiranas' Preferred Brand Sales Reps? | Nov'23

Top FMCG Brands, emerging trends and Insights from a Million Kiranas in India.

insider.kirana.club/p/top-pick-kiranas-preferred-brand-sales-reps-nov23

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