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- š¢ Kirana Club Insider #2: Insights from 10L+ Kiranas | July 2023
š¢ Kirana Club Insider #2: Insights from 10L+ Kiranas | July 2023
July 2023

Hey there š
Welcome to the ⨠Kirana Club Insider āØ, your go-to read for all the latest insights on the world of FMCG, and the retail community that runs it.
If youāre new to this newsletter - hey, weāre Kirana Club. Weāre like LinkedIn, but exclusively for retailers. To be precise, 10 Lakh retailers and growing!

Ready? Letās go!
Retailerās Top Picks
The trifecta of Patanjali, Parle and HULšŗ
The multiverse of kiranas is full of brands old and new, and thereās always chatter about the āitā brands. š And when Indiaās largest retail community speaks, we listen.
Our language models analyse all the different dialects our community speaks and calculate the Buzz Score - a score that tells you the popular brands of the month. While some are evergreen favourites, we also see some new names that surprise us. Check it out for yourself š


Kirana Ki Adalat
Fortune favours the brave retailers š

More often than not, we see consumer trends directly reflect what retailers love. For July, itās been Fortune. Their soya chunks, atta and oil were the most mentioned products with a whopping 300% increase in engagement. š
#vocalforlocal
Retailers are always #vocalforlocal š®š³
We love homegrown brands. And July saw a bunch of local, homegrown India brands pacing up in the race to reach our retail shelves. Consumer trends show a preference for local and made in India brands.

KC x Brand
Kirana Club š¤ Panchvati: A powerful story of growth š
One of the most interesting growth stories at Kirana Club, comes from a homegrown brand - Panchvati Herbals. They are a growing brand in the herbal self-care ecosystem. Their director Mr. Harshdeep Sethi reached out to Kirana Club with a bag full of ideas and an offer to collaborate.
Having worked with seasoned players like PepsiCo and Perfetti at Kirana Club, our first question was - will we be able to help Panchvati next to these FMCG giants? The answer was pretty simple, retail is not a competition, it is a thriving ecosystem.
So we pulled our socks up and started. After a bunch of brainstorm sessions with their team, we had a set plan. šÆ

We worked together to craft marketing and promotional campaigns to showcase the quality of Panchvatiās products. Panchvatiās team came up with creative videos which focused on the benefits of the product, highlighted the healthy margins, and provided exclusive cash-on delivery services. This got us some great results!
Our retailers were so happy with the quality and the margins, that Panchvati saw numerous repeat orders in the same week and a huge bump in their sales. Through content and influencers, Kirana Club generated over 2L impressions and a 175% increase in intent. Hear it from the retailers who trusted and loved Panchvati.

Kirana Clubās collaboration with Panchvati has opened our doors to more SME businesses. We canāt wait to see the potential it unlocks.
KC Insights
Whatās trending for Rakshabandhan
Itās ever so interesting to see how retail trends change during Rakshabandhan. While the older generation is always prepared with their rakhis and gifts, for millennials and GenZ, itās almost always a last-minute affair. We conducted a survey with our Kirana network to find out the most hot-selling products during Rakhi.
No points for guessing, Soan Papdi came on top with 59.6% votes, followed by Snickers and Ferrero Rocher. Now that youāre here, take this as a subtle reminder to dispatch those rakhis, sweets and gifts!

Whatās Happening in the Industry
Cracking the pasta code
Italyās national food is making itās way right up there with our Poha, Upma, Idli and Parathas!
While brands like NestlĆ©, ITC, Bambino, MTR, and Del Monte have jumped on this trend, whatās even more surprising is that 75% of pasta sales still belong to the traditional 'khula' (loose) pasta. In this very āloose pastaā segment lies an opportunity that big brands cannot miss, to have a more significant hold in this market.

#trending
Trending Retailer Videos š„
Just as the customer is king for retailers, retailers are the kings of our FMCG universe. š The wisdom an everyday retailer has to share is unparalleled - and we are always striving to give them a voice and platform.
We hope you found these videos as insightful as we did! ššļø Stay tuned for more from our dynamic retailer community in the next newsletter.
Surprise of the Month
Ads that ruled our childhood šŗ
This monthās surprise will take you down memory lane of sitting with your family to watch good old television commercials play in between your favourite shows.š Watch these classics and enjoy the iconic marketing - but thereās a catch. Weāve cut the brand names out, and you have to guess them!
PS. Answers are in the description box, but donāt cheat!
Coming back from the era of Walkman & dial-up internet to Airpods and Wifi, weāve got meetings to catch and more insights to dig. Be right back, brainstorming on the next monthās surprise šāļø
Feedback & Support
Got a minute?
Weād love to hear your thoughts. Thank you for such an overwhelming response and feedback on our newsletter and fueling our fire to create the best content for you.
Reply to this email with your suggestions, ideas or feedback and help us make this a better read for you. Weāll be back with more insights and learnings from our exciting Kirana community!
Until next month,
Team Kirana Club