We continue to shop from them, even in parts of India where modern organised retail exists. Very few of our overall shopping trips are made to organised retail stores, and still very little of our overall shopping is done there. Since the advent of organised retail in India 10-12 years back, it has managed to contribute less than 10% to the sales for any FMCG business. We witnessed the focus move from expanding footprint to consolidation and now looking to position themselves within a walking distance away from the shopper.

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