Kirana stores make room for new generation FMCG brands as they muscle past legacy giants

India's kirana market has seen new-age consumer brands expand their market share to nearly 22%. This increase has impacted the dominance of established fast-moving consumer goods companies. The shift is largely driven by changing consumer preferences and greater access to online channels. New brands face challenges in sustaining their physical distribution network against legacy players. Established brands are adjusting their strategies in response to growing demand for premium products.