Metro Cash & Carry is wooing kirana store owners with doorstep delivery

Metro Cash and Carry has taken up a digitisation drive in two key markets-Karnataka and Andhra Pradesh-where it has six and four stores respectively

Metro Cash and Carry India is changing the rules of the game by adopting a business-to-customer (B2C) approach to target a business-to-business (B2B) segment—the kirana stores on its platform.
 
Essentially, the company is moving closer to kirana store owners with doorstep deliveries, helping them go digital and assisting them with easy-to-avail loans from financial institutes. The objective is to widen Metro Cash and Carry’s reach across markets by personalising the buyer-seller relationship. India is home to 12 million kirana stores. Currently, about 45 per cent of the company’s business comes from kirana stores. Metro Cash and Carry has 1.8