Transformation of Shopping Habits in Small Towns: The Impact of Blinkit, Swiggy, Instamart, and Zepto
The retail landscape in smaller towns across India is undergoing a significant transformation, thanks to the entry of tech-driven platforms like Blinkit, Swiggy, Instamart, and Zepto. These platforms are revolutionizing the way people shop in tier-2 and tier-3 cities, reshaping consumer preferences, and driving the demand for larger pack sizes.
Traditionally, kiranas in smaller towns have predominantly sold 500-ml to 1-litre pouches, with larger packs accounting for less than 10% of sales. However, the advent of Blinkit, Swiggy, Instamart, and Zepto is changing this trend. These platforms are not only offering convenience and a wide range of products but also providing attractive offers, free deliveries, and high discounts to entice consumers.
Angshu Mallick, the CEO of AWL Agri Business, highlighted that the competitive pricing strategies and promotional offers by these platforms are encouraging consumers in smaller towns to purchase larger pack sizes. As a result, there has been a noticeable shift in consumer behavior towards buying value packs and bulk quantities.
Wipro Consumer Care, known for brands like Santoor soap and Glucovita energy drink, reported a remarkable growth of over 200% in value pack sales last year. This surge can be attributed to the rapid expansion of quick commerce platforms into next-level cities, creating awareness about the benefits of purchasing in bulk and driving sales of larger pack sizes.
The availability of a diverse range of products in varying pack sizes on Blinkit, Swiggy, Instamart, and Zepto has empowered consumers in smaller towns to make informed choices based on their preferences and budget. Whether it’s daily essentials, groceries, personal care items, or household products, these platforms have become one-stop destinations for fulfilling all shopping needs conveniently and affordably.
Moreover, the seamless shopping experience, quick delivery services, and hassle-free payment options offered by these platforms have further accelerated the adoption of online shopping among residents of smaller towns. The convenience of ordering from the comfort of their homes and having products delivered to their doorstep within a short timeframe has resonated well with consumers, driving the shift towards digital shopping.
In conclusion, the entry of Blinkit, Swiggy, Instamart, and Zepto in smaller towns has not only transformed shopping habits but also stimulated the demand for larger pack sizes. By offering a compelling mix of affordability, convenience, and variety, these platforms are catering to the evolving needs of consumers in tier-2 and tier-3 cities, ushering in a new era of retail dynamics in the Indian market.