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FMCG companies giving more importance to kiranas over Ecommerce
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Grocery orders could not be placed from several PIN codes on Amazon Fresh on Tuesday and remained unavailable till Thursday.
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While companies are prioritising the replenishment of neighbourhood stores to meet higher demand, executives said supplies to ecommerce platforms are also continuing in order to maintain brand visibility.
Large consumer goods companies selling essentials are prioritising stock replenishments at neighbourhood grocery stores over ecommerce as last-mile deliveries through online platforms are getting delayed because of Covid curbs.
“We are seeing a huge increase among consumers buying essentials from kirana grocery stores, with acceleration of Covid-19 cases causing delays in online deliveries,” said Mayank Shah, category head at Parle Products, the country’s largest biscuit maker. “Our immediate and core priority now is ensuring quick replenishment