Customers vocal for local, finds survey

Chennai: During the initial days of the lockdown, Anjana P bought stock from regional brands for rava and pulses because only those were available. But she is sticking on to them although the bigger brands are back on the shelves.

“They are less expensive and of good quality,” she said.

These brands saw better visibility among customers during the lockdown as they were available in kirana stores and supermarkets, a survey across the country has found.

Retailers estimate that around 30% of the customers have stuck to local brands. They add that for staples such as rava and pulses, customers ask for specific brands. “Even if we hand in other brands, some prefer Naga or Anil because even if the lockdown is imposed again, it is easier to procure them. Besides, they are of good quality,” said Sudha K, owner of Sri Vari Supermarket in Lakshmipuram.

Padmasingh Issac, MD, Aachi Foods, said during the early days of the lockdown they could reach out to new customers because their distribution network was strong. “The business is good now and we have 30%-35% new customers who chose us during the lockdown and continue doing business with us.” he said.

A survey from Snapbizz – a platform that provides tech support to kirana stores -- shows that regional brands are present in the buyers’ basket even after the lockdown was relaxed and the stock situation went back to normal. “A lot of regional brands had their trials conducted during the lockdown when national brands weren’t easily available. Being cheaper but quality alternatives, some customers are buying these brands,” said Prem Kumar, founder, Snapbizz.