Ayodhya’s kirana stores, or neighbourhood grocery stores, have witnessed a significant surge in business in anticipation of the Ram temple consecration ceremony. These kirana stores have stocked up nearly 32% more daily household products and groceries in the first three weeks of January compared to the previous year. The surge in demand can be attributed to the expected increase in footfall from devotees who attended the temple inauguration.
Fast-moving consumer goods (FMCG) sales in kirana stores have experienced a slowdown due to various factors such as fewer product launches compared to e-commerce and organised retail, decline in credit from distributors, and weakening rural demand. This has prompted FMCG companies to reinvest in kirana stores, which still account for four-fifths of total FMCG sales in the country. The companies believe that focusing on kirana stores will pay off, as consumer sentiment in rural areas is expected to improve in the coming quarters.
Kirana stores in Ayodhya have strategically prepared for the temple inauguration by stocking up on essential puja samagri (worship items). A survey conducted at Kirana Club revealed that over 70% of these stores are stocking up on items such as cotton wicks, ghee, oil, diya (lamp), rice, wheat, honey, packed mithai (sweets), chocolates, chips, namkeen, cold drinks, water, and personal care products. This diversification of products reflects a noticeable shift in consumer preferences and aims to cater to the needs of the lakhs of devotees expected to visit Ayodhya for the Pran Pratishtha ceremony.
RTM Watch’s Take
The thriving business in Ayodhya’s kirana stores showcases the resilience and adaptability of these neighbourhood grocery stores. Despite the challenges faced by FMCG companies in kirana sales, the strategic preparations undertaken by kirana stores in Ayodhya demonstrate their ability to meet the evolving demands of consumers. The increased footfall during and after the temple consecration ceremony is expected to provide a significant boost to the local economy, benefiting not only the kirana stores but also other businesses in the region.
