Govt, Step Aside, Let the Crazy Ones Take Over
Enable innovation, not protect legacy
brands. In fact, they appreciate the brand value so much that they use those brands to attract consumers to their platforms. You regularly see exclusive launches of branded products on ecommerce platforms.
Given the strong value proposition that exists for consumers and kirana shops, no regulation will stop the movement to technology-enabled commerce. Brands are, and should continue to, cooperate with marketplaces to ensure all sides benefit.
Modern retailers are in fact the only group facing a serious challenge. Ecommerce is a more efficient way for consumers to get products. It seems inevitable that the coveted title of organising the Indian retail market has moved from a handful of modern retail formats to the ecommerce platforms that empower and enable the kirana shops.