Expansionism through Tier II: ShopKirana set out to reach 30 Tier II cities within the next

12 months.

Recently ShopKirana E Trading Pvt Ltd, a B2B technology and supply chain focused company which aims to
empower retailers, raised series B round of $10Mn from Info Edge, Incubate Fund, Akatsuki AET Fund, NPTK
Emerging Asia Fund and Better Capital. With fresh investments to back them up ShopKirana is out on an
aggressive expansion drive to newer Tier II cities. They have plans of reaching out to 30 tier II cities and Hit Rs
1,200Cr mark within the next 12 months.

Globally, India is among the top 10 retail markets. In 2013, the Indian retail sector was estimated at US$520
billion and was among the largest employers in the country. By 2019, the Indian retail sector is estimated to
reach a size of US$950 billion. Ever since its inception in 2014, Indore based B2B digital platform ShopKirana as
an aggregator has been clocking above the Industry growth rate. A ‘new wave’ of Tier II cities with high
potential cities are catching up with the metro cities of India in terms of consumption. That’s where
ShopKirana’s point of interest and field of operation has always been.

Retail Store owners are the primary outlet through which FMCG products are channelized into the rural
population. 90% of the Indian retail market is unorganized. Roughly 60% of that market is captured by the Rural
and Semi urban retail formats From making just ₹ 12 Crore afer their first year of operation in 2014,
ShopKirana boasts a revenue of ₹ 120 crore as of March 2019 .Standing out from its competitors in this uphill
battle of FMCG sales theyhave gained traction among Retail (Kirana) store owners in rural areas and created a
robust chain of distributors. From enrolling 1000 Retail (Kirana) stores in 2014) this online aggregator is now
working with 12000 kirana stores. Without any tailor made pricing or discount schemes imposition, against the
odds Shopkirana raised 17 crore in 2019 itself. Despite targeting Tier 2 cities and rural areas only their growth
has been more than 8 times in the first five months of 2019.

Tanutejas Saraswat, CEO & co-founder at ShopKirana says: "We have a solid playbook and a SWAT team that
can launch a new city every 15 days. We will be in 10 cities in the next 90 days and will be in more cities than
cash and carry businesses in the next 10 months."

Currently with presense in Jaipur, Bhopal and hometown Indore, ShopKirana has embarked on the quest of
making its presence prominent in 30 new Tier II cities.