According to a study conducted by Kirana Club, a network of one million kirana stores, it was found that approximately two-thirds of grocery and daily essential shopping in the country is carried out by men. This finding challenges the prevailing belief that women are the primary purchasers of household products from local stores. Interestingly, four states, namely Maharashtra, Gujarat, Himachal Pradesh, and Uttarakhand, deviated from this trend, where women constituted half of the shopping visits.
Uttar Pradesh, Madhya Pradesh, Rajasthan and Bihar have the highest percentage of male shoppers, according to the data — 56-69%. By considering the cultural context, fast-moving consumer goods (FMCG) companies can better meet needs and preferences in different states, experts said. “Upon a quick comparison with the female literacy rate, a clear correlation emerges,” said Anshul Gupta, Founder of Kirana Club.
“In states, where men typically have more control over out door activities, it is likely that they also play a dominant role in grocery shopping.” Understanding these regional dynamics is crucial for FMCG companies as they develop marketing strategies and product offerings tailored to effectively engage consumers in these areas, he said.
Companies operating in India have recognized that kiranawallahs, or local grocers, play a significant role in FMCG (Fast-Moving Consumer Goods) sales, comprising approximately three-fourths of the market. As a result, many companies have been striving to enhance their direct reach to this segment. While it is true that a majority of FMCG purchases are made by men, companies have acknowledged that women hold considerable sway in determining and influencing the shopping list. Consequently, women are regarded as crucial target consumers by these companies.
“While our target consumers are predominantly women, we also focus on men consumers in our advertising and communication on general entertainment channels,” said Krishnarao Buddha, senior category head at Parle Products.
“In addition, we find that men tend to digress a bit from the list and look for budget-friendly items and are also tapped more for impulse categories such as snacking,” he said.
To stock kirana shelves, most companies have been relying on visits from sales reps to take orders. This is now being replaced with technology. During the pandemic, most companies including Hindustan Unilever, ITC and Marico launched their internal ordering apps and have since onboarded millions of mom-and-pop stores to the platforms.
For example, HUL’s Shikhar app currently boasts a user base of 600,000 retailers. This platform enables HUL to drive sales and exert its influence on purchasing decisions by leveraging offers and promotions.
Experts said the shopping behaviour of both genders is also guided by shopping occasions. “If there is a planned purchase which is usually in bulk and has heavier items, men typically shop and carry the products home while women buy smaller products as top-up throughout the month,” said Koteshwar LN, business head at Flipkart Wholesale, an online B2B marketplace of the ecommerce platform.
“Also, shopkeepers play a crucial role in influencing buying decisions by suggesting products either from price or quality standpoint irrespective of which gender is buying.