A survey by India’s largest rural retail chain, Star Localmart, shows that offline shopping remains the preferred choice for a majority of rural consumers. The survey, conducted among 5,000 consumers from five cities, including Kolhapur, Mumbai, Pune, Karnataka, and Delhi, found that 67% of respondents choose to shop at their local retail supermarkets, with just 35% relying exclusively on online platforms.

This compelling insight comes at a time when digital commerce is often hailed as the future of retail. However, Star Localmart’s findings reveal that rural shoppers still value the tangible, trustworthy experience that only supermarkets can provide.

Most notably, 60% of shoppers say they trust the quality of goods more after seeing them in person and appreciate immediate access to products, which is a significant gap in current e-commerce offerings. Personalized service and staff assistance also play a crucial role, with 61% of respondents citing these factors as reasons for favoring supermarkets over online platforms. Concerns with online shopping remain prevalent: 54% have faced problems such as delivery delays, product damage, and complicated returns, which reinforce scepticism about digital purchases.

The local supermarket’s role extends beyond shopping, too; 59% believe these stores support local jobs, strengthen social bonds, and ensure a reliable and fresh supply benefits that are vital to rural communities. Persistent gaps in the e-commerce experience include uncertainty about product quality, delivery issues, lack of personalized assistance, and technical barriers such as limited internet access. While online shopping offers advantages like home delivery and a wider product range, these are often outweighed by rural consumers’ desire for trust, immediacy, and community connection.

Star Localmart’s survey demonstrates that supermarkets are more than just retail hubs; they are anchors of rural economic and social life.

Shrenik Ghodawat, Managing Director, Sanjay Ghodawat Group, said, “This survey proves that the human touch, trust, and reliability of retail supermarkets are irreplaceable in rural India. While e-commerce is expanding rapidly, it still cannot bridge the gaps that matter most to our communities. Our stores are not just retail outlets; they are gathering places where relationships are built and local livelihoods are supported. As we move forward, our commitment is to blend innovation with tradition, ensuring that rural shoppers enjoy both the convenience of modern retail and the warmth of personal service.”

When rural consumers were asked how supermarkets could better serve their needs, the top suggestions included a greater selection of local products, enhanced in-store services, and more flexible payment options. These insights reflect a clear demand for continued innovation and responsiveness in the offline retail sector.

Additionally, more than 58% of respondents said they would actively recommend shopping at retail supermarkets to their friends and family over choosing online platforms. Their reasons: better value for money, higher satisfaction, and a stronger sense of social connection. As India’s retail landscape transforms, Star Localmart reaffirms its commitment to being a trusted partner in rural communities, dedicated to ensuring consumers have access to both the convenience of modern retail and the enduring advantages of the in-store experience.

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With over 24 years of leadership experience across Europe, China, India, the Middle East, and Hong Kong, Suraj brings a proven track record in corporate finance, mergers and acquisitions, capital raising, and strategic transformation. At SGG, he will spearhead global finance operations, drive fundraising initiatives, strengthen stakeholder relations, and shape the Group’s long-term financial strategy.

Shrenik Ghodawat, Managing Director, Sanjay Ghodawat Group (SGG), said, “We are delighted to welcome Suraj Kalra to the SGG. His extensive international experience and leadership in finance and strategy aligns perfectly with our vision of becoming a truly global enterprise. With Suraj on board, we are confident of building a stronger financial foundation and accelerating our growth trajectory worldwide.”

Suraj Kalra, Group Chief Financial Officer, Sanjay Ghodawat Group (SGG), said, “I am excited to have joined SGG, an organization known not only for its business achievements but also for its strong commitment to creating a positive impact on society. SGG’s entrepreneurial energy and focus on sustainable growth are truly inspiring, and I look forward to working with the leadership team to strengthen financial strategy and unlock new opportunities for the Group across global markets.”

Suraj previously served as CEO at EPIC Group in Hong Kong, where he led global operations and strategic growth. He has also held senior leadership roles at Vodafone Group, UK, and Vodafone India, driving M&A, corporate development, business development, and governance initiatives. His early career included investment banking at Axis Capital (formerly Enam) and corporate finance advisory at Deloitte.

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Star Localmart has redefined neighborhood grocery shopping by bridging the gap between traditional Kirana stores and modern supermarkets. The journey began with the launch of the first store in Kolhapur. Over the years, the brand has expanded its footprint across Maharashtra and Karnataka cities such as Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Miraj, Belagavi, Bagalkot, and Pune.The brand has rapidly scaled its presence, catering to the aspirations of India’s rural consumers. This strategic move to focus on tier III and IV towns has been pivotal, allowing the brand to tap into markets with immense potential and limited access to organized retail. Star Localmart’s expansion strategy is built on a robust and scalable model—COCO (Company-Owned, Company-Operated) and FOCO (Franchise-Owned, Company-Operated).

Reflecting on this accomplishment, Shrenik Ghodawat, Managing Director, Sanjay Ghodawat Group, stated: “Reaching our 100th store is a milestone that reflects our unwavering commitment to transforming India’s retail ecosystem. Our vision has always been to make modern retail accessible to tier III and IV towns, ensuring that rural consumers receive the same quality, value for money, and variety as their urban counterparts. We aim to scale to 3,000 stores by 2030, creating over 25,000 employment opportunities, strengthening local supply chains, and empowering micro-entrepreneurs through franchise opportunities.

As we expand our footprint in modern retail, we are also accelerating our presence in the automated retail segment. With a vision to establish 10,000 vending machines over the next five years, we are leveraging technology to enhance consumer convenience and accessibility. This strategic expansion aligns with our mission to innovate retail experiences while catering to the evolving shopping habits of Indian consumers.”

Srinivas Kolluru, Business Head, Ghodawat Retail Pvt. Ltd., shared insights on the expansion strategy: “Our approach has been to create digitally integrated, consumer-friendly retail spaces that offer convenience and affordability. We have over 3,000 SKUs per store, to cater everyday needs of our consumers, ensuring a balance between national and regional brands. Operational efficiency is at our core, with advanced technology like SAP B1, WMS, and 6Dx POS solutions driving our supply chain and in-store operations.

As we scale further, our focus remains on optimizing store formats, enhancing customer engagement, and expanding strategically in high-demand markets with limited organized retail presence. We are also deeply grateful to our local brand partners who have placed their trust in us, growing alongside Star Localmart and strengthening the retail ecosystem together.”

As Star Localmart continues its journey, achieving the 100^th store milestone is just the beginning. This journey is a testament to the dedication of the entire team and the trust bestowed by consumers. With a consumer-first approach and strategic expansion plans,we are all set to penetrate the rural markets and introduce innovative retail solutions, Star Localmart is set to drive the next wave of growth in Indian retail.

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