Among the sales representatives in the FMCG category, HUL’s representatives emerged as the favourite for the kirana community, followed by Parle and ITC Limited, according to a survey among 4500 retailers in the country, by Kirana Club.
“Sales representatives play a big role in influencing as well as helping Kirana store owners with choices, making them aware about the special offers, and sharing feedback with the company. They are the crucial link between FMCG brands and the Kirana stores across the country. The objective of the survey was to find out the role played by the sales representatives in building a stronger relationship with the Kirana store owners,” it said.
Kirana owners nominated 90 different brand names across the country that included a host regional and emerging brands as well, such as Suhana, Sunrise, Diamond, Rajdhani, and Ching’s among others.
Anshul Gupta, Founder & CEO, Kirana Club, said, “Kiranas stand as the backbone for FMCG companies in India, being their largest and most crucial channel. Reaching these millions of Kiranas is no small feat, and India’s top FMCG companies have invested decades in building distribution and relationships with these invaluable retailers. Our survey aims to put a spotlight on the sales representatives of these FMCG companies, the real unsung heroes, who are building strong relationships with Kirana stores thereby ensuring that products reach every corner of India.”
Kirana Club is a community of kirana owners. It is an app-based platform where kirana owners participate, connect and influence each other. The app has onboarded more than 15 lakh kirana owners till date, spanning across 10 states and 16000 pincodes.