KiranaClub
KiranaClub is a digital community platform designed to empower Kirana (mom-and-pop) store owners across India by providing them with direct access to FMCG brands and a network to connect with fellow retailers.
Founders
Co-Investors
Entrepreneur First
Powerhouse Ventures
KiranaClub Business Model
KiranaClub platform helps store owners, by keeping updated on new products, discover profit margins and make informed business decisions. It also serves as a direct bridge between FMCG brands and retailers.
Why we invested in KiranaClub
One of the defining characteristics that laid the foundation for KiranaClub’s business model was its focus on addressing the challenge of ‘Product low visibility’, ‘influence on customer purchase decision’ and ‘lack of shelf marketing skills by retailers’, in India’s dynamic retail landscape. Small retailers often operate with lack of marketing skills that lead to unsold high profitable products, missed sales opportunities, and inefficiencies. KiranaClub began by solving this problem through a platform that provides instant insights & suggestions to retailers, with suggestions on organizing shelves & shop fronts. This core value proposition is what initially drew us to invest in KiranaClub.
Since then, KiranaClub has expanded its offering and added even more value to its business model by bridging one of the most significant gaps in India’s retail ecosystem—the disconnect between FMCG brands and Kirana store owners. In a market where Kirana stores account for over 90% of retail, brands often struggle to secure shelf space and influence purchase decisions at the grassroots level. KiranaClub evolved into a trusted platform that directly connects brands with store owners, enabling them to showcase products, launch targeted campaigns, and drive real engagement where it matters most.
Unlike traditional social media, KiranaClub is purpose-built for Kirana store owners, offering a hyper-local, community-driven experience powered by short-form videos and regional language support including Hindi, Gujarati, and Marathi. This ensures even the smallest retailers in rural and semi-urban India can access product knowledge, business tips, and peer-driven insights in a format that feels natural and accessible. This localized, digital-first approach has transformed KiranaClub from a data insights platform into a vibrant ecosystem—one that not only empowers retailers but also reshapes how FMCG brands connect with India’s most critical retail channel. We believe this transformational model has the potential to scale massively and redefine the future of local commerce in Bharat.
Where KiranaClub is heading
With over half a million Monthly Active Kirana’s, KiranaClub has cultivated a highly engaged community that directly influences retailer purchase decisions. This engagement has translated into tangible revenue growth, with the platform doubling its revenue in a single quarter. Its ability to drive purchasing behavior has also attracted major FMCG brands like Parle and Colgate, further cementing its role as a key player in India’s retail ecosystem. Additionally, KiranaClub has on boarded two brands and is now processing over 500,000 orders everyday, showcasing a massive opportunity for regional and D2C brands to tap into the general trade market without the logistical complexities of fulfilment and operations.
Beyond its core business, KiranaClub is leading a Direct-to-Retail (D2R) revolution, enabling D2C brands to seamlessly penetrate India’s fragmented retail network. With order volumes surging by 70% month-over-month, the platform is proving its ability to drive demand and generate sales at scale. More than just a marketplace, KiranaClub is reshaping how brands connect with and sell to small retailers across India. With rapid growth of 40-45% MoM, expanding monetisation channels, and strong market validation, it’s only a matter of time before KiranaClub joins the ranks of NextUnicorn.