Kirana shop owners picked HUL’s sales representatives as their favourites by in 2023, followed by those from Parle and ITC, in a survey among 4,500 retailers by Kirana Club.
Kiran’s Club is an app-based platform for Kirana shop owners that has onboarded 15 lakh retailers to date.
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, informed an official statement.
They are the crucial link between FMCG brands and the Kirana stores across the country, it added.
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.
Among other findings, wafer manufacturer Balaji, which is present in selected geographies, made it to the Kirana Club’s top 10 list nationally.
Each region had its own top three favourites.
Kirana owners in Maharashtra voted sales representatives of Unilever, Everest and Parle as their top three favourites. ITC, Parle and Balaji secured the top three spots in Rajasthan and among Kirana owners in Bihar, the top three wereto Unilever, Cadbury and Nestle.
In all, kirana owners nominated 90 different brand names across the country that included regional and emerging brands. Among favourites were 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.”
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