Objectives & Challenges
Challenge being addressed/Objectives of the campaign
The prolonged lockdown period and restrictions on movement proved to be crippling for the large merchants - supermarket chains, online grocers. Even with subsequent relaxations on movement, they were struggling to resume operations fully. Since the onset and the peak of COVID-19 pandemic, Kirana stores stayed open. They proved to be the lifeline for the supply of daily goods to Indian families and helping the country adjust to the unanticipated national lockdown.
- 90% of the retail industry is unorganised in India
- 12 million Kirana stores are present across the country today...