Shopkirana
ShopKirana is an Indore-based B2B e-commerce platform founded in 2015 that connects FMCG brands directly with kirana retailers across 30 Indian tier II/III cities via its "Direct" mobile app, serving 100,000+ stores with a 48-hour delivery promise. It was acquired by Udaan in July 2025.
- Company typePrivate
- Founded2015
- HeadquartersIndore, India
- Headcount501–1,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Shopkirana does
ShopKirana (legal entity: Shop Kirana E-Trading Pvt. Ltd.) is an Indore-headquartered B2B e-commerce platform founded in 2015 that connects FMCG and consumer-goods brands directly with India's unorganized kirana (mom-and-pop) retail base in tier II and tier III cities. Its core product is the "Direct" Android mobile application, through which retailers place orders, track deliveries, and make payments; brands, in turn, gain a technology-enabled distribution channel with a contractual 48-hour delivery promise and the company's claimed ability to capture 10% market share within three months of product launch. The platform operates across 30 cities, connects 100,000+ retail stores, and reaches approximately 50 million consumers, primarily through its tier II/III distribution rail.
The business model is transaction-based: ShopKirana facilitates wholesale transactions between brands and retailers and earns commission or transaction fees on the GMV it processes. Beyond the core marketplace, the company has built adjacent revenue and ecosystem layers including the Kisan Kirana private-label FMCG brand (staples such as daal, rice, poha, masale), a Brand Incubation Program that onboards entrepreneurs as platform-exclusive brands, and embedded retail lending through a partnership with Arthmate (Rs 1.08 crore AUM as of June 30, 2024). Marketing is primarily digital and content-led via the company website, LinkedIn, Facebook, and Instagram, targeting both SMB retailers and enterprise FMCG brands.
Financially, ShopKirana reported FY24 gross revenue of Rs 639.16 crore (down 6.26% YoY) with losses narrowed by 30% to Rs 55 crore, indicating cost discipline against a declining top line. The company had raised approximately $58 million cumulatively across multiple rounds prior to its July 2025 all-stock acquisition by Udaan, with Info Edge subsequently exiting its 26.14% stake to Udaan's Singapore-based parent Trustroot Internet in March 2026 for approximately $32.97 million via a share-swap arrangement. ShopKirana now operates as part of Udaan's portfolio.
Shopkirana firmographics
Firmographics- Name
- Shopkirana
- Legal name
- Shop Kirana E-Trading Pvt. Ltd.
- Website
- https://shopkirana.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- ShopKirana is an Indore-based B2B e-commerce platform founded in 2015 that connects FMCG brands directly with kirana retailers across 30 Indian tier II/III cities via its "Direct" mobile app, serving 100,000+ stores with a 48-hour delivery promise. It was acquired by Udaan in July 2025.
- Ownership category
- akta.pro rank
Shopkirana industry classification
Industry- Product category
- B2B E-commerce Supply Chain Platform
- NAICS
- Convenience Retailers (445131), Grocery and Convenience Retailers (4451)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF), Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)
Keywords
Where Shopkirana is headquartered
LocationHeadquarters
- HQ city
- Indore
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
Shopkirana business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- B2B Platform Commission/Transaction Fees: Platform facilitates transactions between retailers and brands, generating revenue through transaction fees or commissions on sales facilitated through the platform
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Shopkirana product offering
Product offeringCore offering
Shopkirana operates a B2B e-commerce and supply chain platform that connects FMCG/consumer goods brands directly with India's unorganized kirana (mom-and-pop) retail stores, primarily in tier II and tier III cities. Through its 'Direct' mobile application, retailers can place orders, track deliveries within 48 hours, and manage payments, while brands gain a fast go-to-market channel with market intelligence and transparency. The company also runs a brand incubation program and its own private-label FMCG brand (Kisan Kirana).
Product overview
ShopKirana operates a platform ecosystem consisting of the 'Direct' mobile app as the core B2B e-commerce product enabling retailers to order from brands online, supplemented by Kisan Kirana private label brand offering FMCG staples, and brand incubation services for entrepreneurs. The company also provides financial services including lending partnerships with Arthmate. The platform covers 30 cities with 100,000 stores and 50 million consumer reach.
Differentiator
Problem solved
Functional benefit
Brands
- Kisan Kirana: A private label brand offering Daal, Rice, Poha, Sabudana, Masale, and Anaaz products. Directly from nature. Available at thousands of retail stores and has captured significant market share in its category.
- Direct Brand Stores
Products and services
- Direct (Mobile App)
Quantifiable outcome
- Products delivered within 48 hours
- +4 more outcomes
Companies that use Shopkirana
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Shopkirana technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Shopkirana partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- UdaancoreAcquired ShopKirana in an all-stock deal to extend reach into tier II and III cities through ShopKirana's network of kirana stores, enhance supply chain efficiency in FMCG and HoReCa segments, and accelerate path toward profitability and IPO.
- Arthmate (Lending Partner)minorShopKirana Lending Partner providing financing services to retailers. AUM of Rs 1.08 crore as on June 30, 2024. Arthmate is a fintech company providing loans to retailers.
- Kisan Kirana (Incubated Brand)minorFirst success story in ShopKirana's brand building initiative. Kisan Kirana is available at thousands of retail stores and has captured significant market share in its category (Daal, Rice, Poha, Sabudana, Masale, Anaaz).
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Shopkirana competitors and assessment
Company assessmentDirect peers
- JioMart: Reliance Retail's B2B and B2C grocery and FMCG platform targeting kirana stores and end consumers. Direct competitor in B2B FMCG supply to small retailers, leveraging Reliance's distribution scale.
- Dealshare: B2B and social commerce platform focused on FMCG and grocery for mass-market and kirana retailers, now owned by Zomato. Competes directly in tier II/III markets with similar value-priced FMCG offerings.
- Udaan: India's largest B2B e-commerce platform across multiple categories including FMCG and grocery. Direct competitor that became Shopkirana's parent via the July 2025 all-stock acquisition; operates a similar B2B marketplace model connecting brands with retailers.
- Ninjacart: India's leading B2B fresh produce and grocery supply chain platform connecting farmers and brands with retailers and HoReCa. Direct competitor in B2B grocery supply with technology-led sourcing and 48-hour-style delivery.
- ElasticRun: B2B commerce and financing platform targeting kirana stores and SMBs in smaller Indian cities with FMCG and other essentials. Closely comparable in customer segment (kiranas in tier II/III) and B2B marketplace model.
Emerging players
- WayCool Foods: B2B food and agri distribution platform connecting farmers and brands with retailers and HoReCa across India. Comparable in B2B grocery distribution with technology-enabled supply chain targeting small retailers.
- Mswipe: B2B commerce and payments platform serving SMBs and kirana stores with digital tools, payments, and supply chain access. Comparable as a B2B enabler for kiranas with adjacent fintech capabilities.
Broad incumbents
- IndiaMART: India's largest horizontal B2B marketplace connecting buyers and suppliers across categories. Comparable as an established B2B platform serving SMB buyers, though broader than FMCG and without integrated supply chain.
- Metro Cash & Carry: Established global cash-and-carry wholesale player operating physical wholesale clubs serving kiranas, HoReCa, and small businesses across India. Competes in B2B FMCG wholesale to small retailers through a different (physical warehouse) model.
- OfBusiness: B2B platform and fintech serving SMBs in India with inputs and financing across multiple categories including FMCG, commodities, and construction materials. Comparable B2B SMB supply platform with embedded financing layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Shopkirana social profiles
Digital presenceShopkirana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shopkirana leadership team
Management profileNumber of profiles
Profiles4 records
Shopkirana funding detail
Funding detailFunding overview
Funding rounds11 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shopkirana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shopkirana
What does Shopkirana do?
Shopkirana operates a B2B e-commerce and supply chain platform that connects FMCG/consumer goods brands directly with India's unorganized kirana (mom-and-pop) retail stores, primarily in tier II and tier III cities. Through its 'Direct' mobile application, retailers can place orders, track deliveries within 48 hours, and manage payments, while brands gain a fast go-to-market channel with market intelligence and transparency. The company also runs a brand incubation program and its own private-label FMCG brand (Kisan Kirana).
Is Shopkirana a public or private company?
Shopkirana is a private company. It is classified as corporate owned and is currently acquired.
When was Shopkirana founded?
Shopkirana was founded in 2015. It employs 501 to 1,000 people.
Where is Shopkirana based?
Shopkirana is headquartered in Indore, India, in the Asia region.
How does Shopkirana make money?
One revenue line is on record: B2B Platform Commission/Transaction Fees.
Who are Shopkirana's main competitors?
Direct peers on record are JioMart, Dealshare, Udaan, Ninjacart and ElasticRun. Emerging players are WayCool Foods and Mswipe. Broad incumbents are IndiaMART, Metro Cash & Carry and OfBusiness.
Does Shopkirana have an API?
No public API is recorded for Shopkirana.
What industry is Shopkirana in?
Shopkirana's product category is B2B E-commerce Supply Chain Platform. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 445131 and its SIC code is 5331.