Flipkart partners with over 50,000 kiranas ahead of Big Billion Day sales

Flipkartā€™s team initiated contactless onboarding of kiranas through online application forms where partners directly uploaded details along with required documentation.
E-commerce giant Flipkart has significantly expanded its kirana onboarding programme to make deliveries to customers in more than 850 cities. It has done this in preparation for the festive season and its flagship sale event Big Billion Days.

With more than 50,000 kiranas onboarded, the Walmart-owned firm aims to provide a fast and personalised e-commerce experience to millions of consumers, while creating opportunities for digital upskilling as well as additional income for kiranas.

The kirana programme has been further expanded to remote and faraway cities across the country, including places like Tinsukia (Assam), Agartala (Tripura), and Kannur (Kerala), making e-commerce more inclusive.

“As one of the oldest retail formats in India, kiranas have one of the highest penetration and showcase effective management of the supply chain drivers, such as facilities, inventory, information, and sourcing, as well as in maintaining a long-standing relationship with consumers,” said Amitesh Jha, senior vice-president, Ekart and Marketplace, Flipkart.

To help kiranas onboard and be active participants in the festive season, Flipkart’s team initiated contactless onboarding of kiranas through online application forms where kirana partners directly uploaded details along with required documentation. This enabled seamless onboarding without them having to step out during Covid-19 times.

Following a detailed verification check, the kirana partners were brought into the programme before they can deliver shipments. The team has also organised digital training on various tools, including app-based dashboards and digital payments, helping kiranas transform their business from traditional general trade stores to modern convenience stores.

Partnering sellers and micro, small and medium enterprises (MSMEs), Flipkart delivers millions of shipments every day through its robust supply chain across 100 per cent of the serviceable pincodes in India. Flipkart is expanding the physical and digital infrastructure, strengthening its supply chain capabilities while working with multiple ecosystem partners and traditional businesses. These include freelance delivery executives and kiranas, thereby complementing their incomes and bringing more convenience to e-commerce consumers. Last year, kiranas collectively delivered over 1 million shipments during Flipkart’s Big Billion Days event.

The kirana programme is part of Flipkart Group’s efforts to drive growth for millions of kiranas across the country. This also includes Flipkart Wholesale, a digital B2B marketplace with an aim to connect local manufacturers and MSMEs with retailers and other businesses.


Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.

We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

Business Standard is now on Telegram.
For insightful reports and views on business, markets, politics and other issues, subscribe to our official Telegram channel