Mumbai-based Retailer Madam Home will be offering e-commerce services to its customers through ‘AnyDukaan’ application. A consumer activation programme for AnyDukaan was organised by Madam Home at its main outlet in Malad, Mumbai, for its customers. The application will help digitally transform the transactions and promotions of 50 year old mom and pop retail store.

The programme was inaugurated by Deepak Thakur, corporator, P- South Ward, Mumbai. Developed by Vritti Solutions Limited, a next generation IT and media solutions company, it is an e-commerce marketplace acting as an aggregator connecting the next door retailer/grocers/kiranas to the consumer.

The consumer, right from his mobile can select the dukaandar and order for grocery, fruits and vegetables, sweets, dry fruits and dairy products. They could get an express pickup or deliver at home within no time bringing a lot of convenience to consumers. The application is very easy to use and the retailer himself can then make the products available online for his consumers using the same application.

All orders, invoice and delivery details and payment between a kiranawalla and his consumers will be provided online through this app and also can implement flexible payment options. The application can be downloaded by retailers and consumers anywhere in the country. The app supports and enables social distancing drive which is badly needed in the country.

Veerendra Jamdade, chief executive officer, Vritti Solutions Limited, creator of AnyDukaan, said, “We are happy to be associated with Madam Home and becoming part of its e-commerce evolution. On the occasion of Independence Day, Vritti Solutions is proud to bring to all our retailer friends an app which is 100 per cent Indian. The launch echoes the call of our Prime Minister for ‘Make in India’ and ‘Be Vocal for Local’. The app will give our consumers, freedom to shop their favourite items in the convenience of their homes.”

Rajesh Radhakrishnan, chief marketing officer, Vritti Solutions, said, “In conventional e-commerce apps, one does not know the identity of the retailer. He is just a supplier. What makes AnyDukaan unique is it offers a retailer an opportunity to market his own brand, which is not found in other e-commerce apps. We are appealing to retailers across the country to connect with their customers through AnyDukaan, market and promote their brands.”

Post-Covid scenario is going to be a daunting task for the local kiranawalla to maintain the consumer’s trust. In today’s era of digital payments and social distancing, consumer has started expecting his local kiranawala to sell wide range of products at attractive rates with offers, offer express pick up and home delivery, cashless and contactless payment. The application has been developed to meet these futuristic needs of the consumers.

Bhavin Rhambia, director, Madam Home, said, “With AnyDukaan app, I aim to grow my business exponentially as promotion and marketing of my brands to my customers will be on my fingertips. We are a good example of how a 50 year old establishment is adapting to technology and evolving to confidently face the demands of the present times. During the Covid crisis lockdown, it was the retailers or the local kiranawallas who came to the help of the consumers. We expect the customers to reciprocate by supporting the e-commerce drive of the retailers. The next e-commerce revolution will take place at the retailer level.”

“98 per cent of grocery retail market in the country is controlled by local kirana shops. India has a strong network of 10 million kirana shops panning across metros, small towns and rural India. Manufacturer-distributor-wholeseller-retailer is the traditional model for FMCG and grocery distribution in the country. “This model was disturbed during the past decade with the emergence of e-commerce giants. AnyDukaan aims to reinstate the confidence of retailing back to the hands of Kiranawallas,” concluded Jamdade.