Mars Wrigley India's
Kirana Mitra Program

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Empowering Kirana Businesses in India
For generations, small Kirana shops have served as vital community lifelines, offering essential goods to families across the country. Yet, in the face of mounting challenges and fierce competition from larger retailers, many Kirana store owners struggle to sustain their businesses. They operate without modern technology, limited access to credit, narrow profit margins, soaring rents, and intense competition from supermarkets and online shopping platforms.

As these traditional shop owners are critical to our value chain in the Global Emerging Markets (GEM) region, Mars Wrigley decided to launch the Thriving Lives program across India and Mexico to improve the lives of 1 million people meaningfully over the next few years. 
In India, Thriving Lives has been launched as “Mars Kirana Mitra” program. It has been curated through intensive research to identify pain points and started by addressing the micro-credit need of kiranas in partnership with FinAgg.

Founder of FinAgg, Nipun Kohli remarks, “FinAGG has been working with the goal of promoting growth in retail businesses, Kirana stores . We are proud to partner with Mars Wrigley India to empower Kirana businesses across India. Through tailored financial solutions and literacy programs, we are not just facilitating transactions but fostering a culture of financial inclusion and resilience among Kirana store owners. Through FinAGG's easy to use platform, our collaboration aims to bridge the gap between traditional practices and modern necessities, enabling Kirana shops to thrive in today's dynamic market environment.”

As on date, the program has touched 30,000 lives across various states, including Andhra Pradesh, Assam, Bihar, Delhi, Gujarat, Jharkhand, Madhya Pradesh, Maharashtra, Orissa, Rajasthan, Sikkim, Tamil Nadu, Telangana, Uttar Pradesh, and West Bengal.

Suman, a Kirana Merchant from Lucknow, a program beneficiary, attests, “Mars Mitra Program has been a great support to me. Earlier, my store was disorganized, and I struggled to manage my business. I didn't have access to a credit facility, so I couldn't purchase inventory in bulk. Managing finances was a challenge, and I want to say I am now better equipped to grow my business. I feel more secure. I can spend more time with my family. My kids are going to proper schools. All this makes me more satisfied with my life.”

Tamer Kadry, Country General Manager of Mars Wrigley India, says, “At Mars we believe that the world we want tomorrow starts with how we do business today. Putting purpose at the centre of a business ecosystem unlocks greater performance from all four forms of capital, not just financial, but human, social and natural. Through this initiative, we are trying to solve a few critical pain points of kirana stores to improve the overall socio-economic status of the kiranas and their families, so that we can thrive together and unlock value for both of us.”

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