How hyper-local consumption is driving change in brand-retail landscape

Home-bound consumers are driving an overhaul of the brand-retail landscape, one that is likely to deeply impact the entire purchase ecosystem well beyond the pandemic. Convenience, support for local brands and a new lifestyle are driving change, rattling age-old supply networks and forcing the traditional neighbourhood store—the kirana or local all-in-one grocery stop—to rethink operations and relationships, with consumers and brands.  According to a report released late last month by EY (Sentiments of India – pulse of the country, Kiranas; Humans in a pandemic ser.....

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