Rural Consumers - Storeking

Now, rural consumers can access global products & services

Today, rural consumption expenditure accounts for around 60 percent of the country's total consumption expenditure1. And, a majority of rural consumers shop from their neighbourhood kirana store. However, they are not able to consume urban brands and services due to constraints in the current market.

StoreKing understands the challenges of the market and preferences of rural consumers. We have created a complete ecosystem online and work with kirana stores, to connect rural consumers to the best brands and services.

Why is the rural consumer still underserved?

Lack of availability, accessibility and affordability limits brand’s reach to rural consumers. 83% rural consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of rural consumers feel that they get quality goods from their local kirana store.

Rural distribution is broken
Logistical limitations
Rural stores lack access to brands
Brands lack understanding consumer behaviour
Language barriers

Why is the rural consumer still underserved?

Lack of availability, accessibility and affordability limits brand’s reach to rural consumers. 83% rural consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of rural consumers feel that they get quality goods from their local kirana store.

Rural distribution is broken
Logistical limitations
Rural stores lack access to brands
Brands lack understanding consumer behaviour
Language barriers

How big is the rural market opportunity ?

64% of the rural market presents a huge opportunity for retail due to their openness to experiment and drive to keep up their self image.

This is StoreKing pyramid for Rural market apportunity

What clicks with Rural consumer ?

With increasing internet penetration and DTH connections, rural consumers are exposed to the same media and content as their urban counterparts. Aspirational and with high disposable incomes, the rural consumer is changing and how:

71%

What do rural consumers value?

buy brands and 59% see them as trustworthy and reliable. In purchase decisions, consumers give 66% weightage to brand image, functionality and aesthetics.

51%

When do they Buy ?

buy when the need arises, rather than waiting for special occasions.

83%

What shopping channels do they use?

travel to nearby cities to make their bigger purchases like TVs and vehicles. Smaller purchases are made at their neighbourhood kirana stores within 5 kms.

Where do rural consumers spend money ?

While the rural consumer is focused on fulfilling basic needs, they also consume financial and banking services. Their spending behaviour is evolving and they aspire to own urban products and services.

Essentials ~ ₹1,400 Monthly Per Capita Consumer Expenditure
Durables ~ ₹1,200 Monthly Per Capita Consumer Expenditure
Services ~ ₹620 Monthly Per Capita Consumer Expenditure
Households with loans ~ 47%
Investments in financial assets ~ 2.6%
Active Bank Accounts ~ 43%

What are the types of rural consumers?

Rural consumers spend on products and services based on their needs, desires and aspirations. While some are open to experiment, others are conservative about changing their brand preferences. They can largely be divided into four buckets of consumers:

How does StoreKing help rural consumers?

We understand that rural consumers are not comfortable transacting online but aspire to own products seen on television and pn the internet. Which is why, we have partnered with rural kirana stores to help rural consumers adopt e-commerce through a trusted channel.

When a consumer walks into the local kirana store, the store owner assists them in shopping from a large catalog on the StoreKing app. The consumer places the order by paying cash to the kirana store owner. The product gets delivered by StoreKing to the kirana within 24-48 hours. StoreKing also offers after-sales service to ensure consumer satisfaction.

Happy customers. Happy kirana store owners. Happy brands.

Choose from large number of products on StoreKing app
Transact through a trusted source - the neighbourhood kirana store
Access new products and services, not available in other stores
Enjoy the convenience of not having to travel far for purchases
Browse in your preferred language
Pay the kirana store owner using multiple payment options, including cash
Enjoy after sales service and easy return processes