Open-and-shut case of retail therapy
A few years ago when retail outlets of the Indian corporate giants sprang in the neighbourhood market, in proximity of the mom-and-pop stores, threat perception gripped the small-shop owners who feared that the big players would swamp the market crowding out the small retailers. Rama Kashyap writeschandigarh Updated: Sep 02, 2012 20:53 IST
A few years ago when retail outlets of the Indian corporate giants sprang in the neighbourhood market, in proximity of the mom-and-pop stores, threat perception gripped the small-shop owners who feared that the big players would swamp the market crowding out the small retailers.
There was anxiety writ large over the face of my "karyana" shop "bania" as his trusted customers started drifting to the sales outlets of the retail chains which now started dotting the landscape of every sector market of the city beautiful.
I remember there was a time when there were four such stores in a row in Sector-38 market belonging to different Indian giants-Reliance, Birla, ITC and Subhiksha-not only giving competition to the small retailers but also competing among themselves.
Mesmerised by the ambience and enticed by the variety and the bargain offers in these supermarkets, I would march enthusiastically to these departmental stores to buy fruits and vegetables and pick up the provisions from rows of neatly displayed stuff.
However, my flirtation with modern retail did not last long. The agonising wait at the cash counter in the supermarkets began to irk me, especially when I had to buy just a couple of things. As the initial euphoria died down, I, like many other customers, reverted to my neighbourhood "karyana" store.
I had come to realise that there was nothing to beat the convenience of my friendly neighbourhood corner store. Never mind the "karyana" store "bania" paid pittance to the "chhotu" who delivered the groceries at my place, for me the free home delivery was too big an allurement to be foregone.
A few years down the line, many of the big departmental stores of the corporate sector, which opened with a lot of fanfare, have disappeared. Now, there is just one of the big stores left in the vicinity which exists amidst scores of small "karyana" shops.
If there has been the exit, it is not of the small traders but the closure of the organised sector outlets which have to bear high overhead costs in the form of premium rent and high wage bill. Agreed, the small shops do not have the economies of scale and integration of the organised retail chains. But the mom-and-pop stores score over the organised retail in easy accessibility and personalised service they provide to the customers.
It is because of this advantage that the small stores have and will continue to survive and thrive along with big retailer whether it is the Indian Reliance or the multinational Walmart.
Is it not a myth, a misplaced fear that the foreign retailers will drive the "karyana" shops to penury? Has the entry of Pizza Hut, KFC and McDonald driven out the dhabas? Our own Sindhis, Gopals, and Haldirams continue to flourish along with the eateries of international food chains. India is a huge market where supermarkets of the retail giants and "karyana" stores can co-exist.
But of course, it is another matter that my children would shop at the supermarkets and I would prefer to visit the karyana shop.