Flip side
It’s not just one, two, or three, but hundreds (sample good enough to represent thousands), who are echoing similar opinions. Yet, there are several others who look at the situation with a divergent worldview.

While one set is confident and preparing, there is another that is insecure, and not able to visualise many opportunities in the near future. Kishan Garg, the proprietor of Garg Stores, a small grocery shop (adjacent to our confident subziwala), has seen a fall of over 20 per cent in his business after Subhiksha and Sabka Bazaar opened in the vicinity.

“There are obviously a limited number of customers for any market, and we have lost 15 to 20 per cent of our regular customers due to the new openings. This is a big loss for us.” The statement was echoed by the proprietor of Vardhaman Stores, another kirana store in the same area.

Surinder Lal, a vegetable vendor near a Safal outlet in Sriniwaspuri, complains, “People prefer to go to them as their looks and presentation are good. We sell it in the open, and that is what perhaps makes the difference. After all, we also have the same varieties as they have.”

“They (the organised chains) have money to spend on mounting their looks. We can’t even think of this, as we literally struggle to make the ends meet,” says Ahuja, the owner of Parkash Stores in Nizamuddin. Sarwan Narang, the owner of Narang Stores, a small grocery shop at Sant Nagar, also voiced the same sentiment.

However, none of these affected ones had a good-enough reason to answer some queries they must necessarily direct at themselves. For example, why is that those who come to your shop, actually come? Why not all of our customers go to the new superstore? And, what makes me different from them even while selling the same products?

Counter-insurgency
As a prominent telecom operator’s tagline goes, “An idea can change your life”…

“The new improved looks of our store have helped us gain more customers. We have also introduced some additional features such as baskets for the shoppers. Our motive is to facilitate our customers as much as is possible and, thus, grow our relations with them,” says S Ahuja of Ahuja Daily Corner, a small food-and-grocery shop at Sriniwaspuri.

“We have widened our window space so that we can showcase each variety of our products,” said Rakesh Luthra, the proprietor of Lokesh ki Dukaan, also at Sriniwaspuri.

Super Priority Corner at Khan Market has appointed a gatekeeper who, as is the custom at other biggies, greets and opens the store’s doors for everyone.

Kishan Lall and Sons, a grocery and FMCG store at East of Kailash, is planning to open a chain of stores in the market in the Kailash Hills residential area. This endeavour, according to the owner, is to facilitate their customers residing in that particular area. “We have a number of customers coming in from that area. With the opening of the new store, they will get their necessities more conveniently and won’t have to come down to East of Kailash,” reasons Prasan, the proprietor.

“Apart from grocery, we will soon bring in vegetables and fruits for our customers,” said MK Khurana, the owner of Fancy Stores in East of Kailash.

“The government has no plans for supporting us and, hence, we have to utilise whatever resources we have to improve our outlook and reach,” says Gyanesh, the owner of a small food and grocery store in Lajpat Nagar.

So many of them, doing so many things with so many ideas, all to retain their present faithfuls and attract more… they are all of them going to play out their roles in determining the future of retailing in India.

Kings’ speak: Comfort, value, experience, convenience
According to Technopak's Consumer Trends '06-07, 93 per cent of households across India prefer the local kirana store for staple food and vegetables. Technopak's Consumer Trends '06-07 further reads that 66 per cent of the customers want to travel a distance of less than 200 metres to 1 kilometre for their shopping needs.

“The added displays at our local kirana store help us to remember the things we need to buy. Mostly, I don’t have to come down with a prepared list now,” says Shalini Ahuja, a doctor.

“The media in our country is always on the run to create hypes. I don’t think the new big shops can offer what our own kiranawala provides,” said Sohini Mishra, a housewife. “I am quite satisfied with my shop and do not really look forward to change it. We have been buying from this store for years now. I can’t just break the relationship,” she added with a somewhat sentimental undertone.

“I always get discounts and credits at a mom-and-pop store. Any day, even if I am out of cash, they give me the things I need. This is not possible in a mall or at a branded retail outlet,” says Zaheer Ali, a call centre employee.

“Who wants to spend money on travelling when you can get the same thing across the street,” exclaims Lalita Nikumbh, a housewife who stays in Lajpat Nagar.

Manish Luthra, an engineer, says, “The home delivery system of a local kiranawala helps me to place the order on my way to office, and they deliver it to my home. It’s so easy.