Urban kirana braces for a challenging Diwali; up to 30% on-month slip in sales since July

Kiranas are fast losing out to quick commerce in big cities, industry executives said. While FMCG companies say they are splitting assortments by pack sizes, consumer preference and pricing to balance interests of kiranas, quick commerce and modern trade channels, the face-off between the former two channels has escalated in recent months.
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