Gariahat hawkers in Kolkata are embracing the online marketplace to regain lost business due to the rise of e-commerce. The Gariahat Indira Hawkers’ Union, representing around 1,500 of the 2,000 hawkers, has hired a professional agency to create YouTube videos showcasing products from 100 stalls.
Before 2020, daily turnover was INR 7,500 – Debraj Ghosh
“Before 2020, the average daily turnover of a stall was around INR 7,500. It’s now INR 2,500,” said Debraj Ghosh, the union’s general secretary. “This is mainly because many who moved to online shopping during the pandemic continue to shop online.” Ghosh emphasised that going online is crucial for survival.
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The initiative aims to reach potential customers through YouTube videos, allowing interested buyers to place orders via telephone and receive goods via courier. Seven videos will be released in December, covering various product categories, including apparel, home goods, and accessories. Each video will feature around a dozen stalls, including product details and contact numbers.
“We realised that unless we go to the customers as well, it would be difficult to survive,” Ghosh added. The union hopes to eventually cover all hawkers. Ajay De, a stall owner, welcomed the initiative, saying, “If we manage to sell our goods online, we can soon reclaim lost business.”
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Quick commerce market to reach $40 Bn by 2030
Meanwhile, quick commerce companies are surpassing traditional retailers, with 46% of consumers reducing purchases from Kirana shops. The quick commerce market is expected to reach $40 billion by 2030, up from $6.1 billion in 2024, reveals a recent report by Datum Intelligence.
“Nearly half (46%) of respondents report reduced spending at Kirana shops, indicating a shift in customer behaviour towards quick commerce platforms,” the report notes. Top quick commerce platforms in India include Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes.
