International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 5
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Shift from Kirana to Quick Commerce: A Case study on Consumer Adoption and Local Retail Impact in Jaipur City

Author(s) Ms. Ekta Asiwal, Dr. Saroj Bala Dewatwal
Country India
Abstract This study investigates the rapid growth of Quick Commerce (Q-Commerce) and its socio-economic impact on traditional neighborhood Kirana stores in Jaipur city. Using a mixed-method empirical approach, primary data was collected from 150 consumers and 50 local retailers across four major urban hubs: Malviya Nagar, Vaishali Nagar, Mansarovar, and Raja Park.The findings reveal that age is a primary driver of digital adoption, with younger consumers (18–35 years) heavily migrating to sub-20-minute delivery apps to save time. In contrast, older consumer cohorts still prefer traditional shopping methods. While apps dominate emergency, impulse, and daily dairy purchases, consumers continue to trust local Kirana stores for bulk monthly groceries.The economic pressure on traditional retail is evident, as 74% of the surveyed Kirana shopkeepers reported a significant revenue decline between 20% and over 40%. However, local retailers are showing strong resilience by adopting grass-roots digital strategies—such as UPI payments, WhatsApp ordering, and localized free home delivery—to stay competitive. The study concludes that traditional retail in Jaipur is not dying but is transitioning into a hybrid model to coexist with corporate digital platforms.
Keywords Quick Commerce, Kirana Stores, Consumer Behaviour, Retail Impact, Digitization
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-10-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.88674
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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