Covid-19 effect: E-commerce companies turn to kiranas for distribution

The ongoing crisis and economic uncertainty following the Covid-19 pandemic has led to e-commerce companies looking for unique hyperlocal distribution tie-ups. The supply chain disruptions caused due to the lockdown and prohibitions in terms of deliveries across various regions has resulted in e-commerce majors tying up with local kiranas or neighbourhood mom-and-pop stores.

Recently-launched online store JioMart by Reliance Industries, which went live on WhatsApp in select locations in Mumbai, claims to have tied up with millions of kirana stores. Paytm Mall, meanwhile, announced its partnership with 10,000 neighbourhood stores to scale up its grocery delivery services around the country.