Contact

How Indian Retail Tech Brands Can Connect with Small Retailers

The Small Retailer Connection Challenge

As of July 24, 2025, 01:08 PM IST, India’s retail sector is a $2 trillion powerhouse, with Indian retail industry is one of the fastest growing in the world according to the IBEF Retail Report 2025 (IBEF, 2025). These small retailers contribute 10% to India’s GDP and employ 8% of the workforce (IBEF, 2025). Retail tech brands—offering POS systems, inventory tools, and digital payments—struggle to engage this vital segment. Atom Communication, a digital marketing observer, notes, “Retail tech brands often miss small retailers’ trust and simplicity needs.” This blog outlines five proven strategies, supported by examples, stats, to help retail tech brands connect with India’s kiranas. 

Talk to our experts — we’ll guide, not sell.for tailored guidance.

The Struggle: A Bengaluru Retail Tech Startup’s Missteps

A Bengaluru-based retail tech startup, launched in 2024 with a ₹1 crore marketing budget, faced challenges reaching kirana stores:

With 45% of offline retailers self-funding marketing (PwC, 2025), the startup needed targeted strategies to drive adoption.

Why Connecting with Small Retailers Matters

5 Proven Strategies to Connect with Small Retailers

1. Simplify Solutions for Kirana Needs

  • Why It Works: The RAI Report 2021 shows 70% of kiranas prefer affordable, user-friendly tech. Complex tools deter 80% of unorganized retailers.
  • Example: Dukaan’s 2024 mobile-first POS app drove 50,000 downloads among Tier-2 kiranas.
  • How to Do It: Offer plug-and-play tools (e.g., Hindi/Tamil inventory apps) highlighting benefits like “Save ₹5,000/month on stock errors.” Demo via WhatsApp for accessibility.
  • Tip: 70-80% of support tickets are handled by chatbots—integrate chat support. 

Talk to our experts — we’ll guide, not sell.

2. Leverage Local Influencers and Communities

  • Why It Works: 462 million social media users trust local voices. Micro-influencers deliver 10x ROI for niche campaigns.
  • Example: Khatabook’s 2024 YouTube tutorials with local influencers reached 100,000 kiranas, boosting 30% adoption.
  • How to Do It: Partner with small business influencers or kirana association leaders. Join FICCI Retail events to network.
  • Tip: Share stories on X—4,000+ kiranas adopted AI tools via influencer campaigns (@TheSaurabhSri, 2025).

3. Tap Into Regional and Vernacular Media

  • Why It Works: 60% of India’s media consumption is vernacular (EY, 2025). Outlets like Dainik Bhaskar reach 50 million readers.
  • Example: OkCredit’s 2024 Telugu campaign in Eenadu drove 15,000 kirana signups in Andhra Pradesh.
  • How to Do It: Pitch localized stories (e.g., “How our app helps Patna kiranas save time”) to regional outlets. Tie to festivals like Pongal or Diwali.
  • Tip: 80% of consumers prefer local brands—use regional languages.

4. Align with Digital Trends and Policies

  • Why It Works: 16,996 crore UPI transactions highlight digital adoption. Platforms like ONDC empower small retailers.
  • Example: Paytm’s ONDC-integrated app in boosted 20% kirana sales via e-commerce.
  • How to Do It: Integrate with ONDC or UPI. Pitch trend-aligned stories like “Our POS supports India’s $350B e-commerce boom”.
  • Tip: Attend India Retail Summit—50% of journalists source stories from events. For event strategies, check Atom Communication’s One free call. All your questions answered..

5. Build Trust Through Thought Leadership

  • Why It Works: 80% of decision-makers engage with thought leadership. Data-driven content builds credibility.
  • Example: Udaan’s 2024 Inc42 column on “Kirana Digitalization” drove 25,000 website visits.
  • How to Do It: Publish blogs or videos (e.g., “How AI saves kiranas 15% on costs”). Share via YourStory or Business Standard.
  • Tip: Use LinkedIn for insights—75% of PR pros use social listening.

Metrics to Track Impact

KPI

Why It Matters

Media Mentions

Validates reach in outlets like Indian Retailer or Eenadu.

Referral Traffic

Tracks link performance from stories to your website.

Kirana Signups

Measures adoption, with 60% of kiranas digitalizing.

Share of Voice

Compares visibility vs. competitors like Paytm or Dukaan.

Keyword Uplift

Boosts searches like “[Brand Name] kirana POS.”

Case Study: Bengaluru Retail Tech’s Breakthrough

A Bengaluru retail tech startup executed a 2024 campaign:

  • Simplified Tools: Launched a Hindi POS app, driving 10,000 kirana signups.
  • Influencers: YouTube tutorials with local influencers gained 50,000 views and 20% conversion.
  • Regional Media: Sakshi pitches secured 5 mentions, reaching 15,000 retailers.
  • ONDC Integration: Boosted 25% kirana sales via e-commerce.
  • Thought Leadership: Inc42 column drove 30,000 website visits.
  • Result: 3x traffic and 40% signup growth in six months metrics.

Why It Matters in 2025

India’s 500 million online shoppers by 2030 and $350B e-commerce market demand retail tech solutions. 88% of customers prioritize experience (Salesforce, 2022), and kiranas seek trusted, simple tools. Strategic outreach—via simplified solutions, influencers, regional media, digital trends, and thought leadership—drives adoption. Atom Communication Free Retail Tech Outreach Toolkit helps you connect with small retailers. 

For personalized strategies, Book your free 20-minute strategy call — no strings attached.