The retail industry has undergone significant transformations in recent years, driven by changing consumer preferences, technological advancements, and evolving business models. Yet even today, 85% of retail shopping is offline.

With more than 13 million grocery stores in India, two primary trade channels that are shaping the contemporary retail landscape are - Modern Trade and General Trade

Modern Trade refers to the large-scale retail store where customers experience a range of products of the brand. It encompasses shop formats like supermarkets, hypermarkets, etc.

On the other hand, General Trade refers to the traditional and smaller-scale retail shops where customers directly ask the shopkeeper for a specific product/brand. It encompasses small grocery stores, local departmental stores, etc.