Marketplace or Distributor Model? KiranaKart’s Choice in Identifying the Right Fit Between the Business Idea and the Business Model

Kamalika Chakraborty, Suhas Ashok Kare, Shraddha Biswal, Maitreyi Kole, Alex S Muricken, Poornima Raj and Aman Kumar ()
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Kamalika Chakraborty: Jagdish Sheth School of Management, Bengaluru, India
Suhas Ashok Kare: Jagdish Sheth School of Management, Bengaluru, India
Shraddha Biswal: Jagdish Sheth School of Management, Bengaluru, India
Maitreyi Kole: Jagdish Sheth School of Management, Bengaluru, India
Alex S Muricken: Jagdish Sheth School of Management, Bengaluru, India
Poornima Raj: Jagdish Sheth School of Management, Bengaluru, India
Aman Kumar: Jagdish Sheth School of Management, Bengaluru, India

Asian Case Research Journal (ACRJ), 2024, vol. 28, issue 03, 195-210

Abstract: Amit, the founder of Kirana Kart, a startup, was attracted by the opportunity to alleviate the pain points of smaller Kirana stores with smaller order volumes. Small kirana stores were not on the list of key distributors because they had their own issues, such as low order quantities, lack of storage space, limited exposure to a wide variety of products, etc. Frequent stockouts, constraints on the frequency of orders, and delivery delays resulted in the loss of business for these stores. Kirana Kart attempted to provide a solution by establishing a B2B portal via which small kirana retailers could order supplies. In the execution of the B2B platform, Amit and his team faces a critical issue regarding whether the platform should operate in distributor or marketplace mode. Amit and his team faced the dilemma of choosing between the two options.

Date: 2024
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DOI: 10.1142/S021892752450010X

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