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DIMAPUR — The rise of multi-brand retailers and the growth of online shopping are reshaping Nagaland’s consumer landscape, bringing convenience and discounts to shoppers but leaving some small-time traders struggling to stay afloat.
Many grocery shopkeepers in urban areas are shifting to different trades, unable to compete with the discounts offered by these multi-brand retailers on nearly every item.
For the last 47 years, Dhiraj Bhattacharjee has been running a small grocery store alongside a paan shop on Circular Road in Dimapur. The past few years, however, have been his hardest as there is no sale, he said despondently, relying now solely on his roadside paan business for income.
Bhattacharjee has decided to pack up and leave for his home state whenever the house owner dismantles the building to make way for a new one.
Housewives Asen and Aren represent the other side of this retail evolution. They frequently shop at Smart Bazaar, a multi-brand retailer near Clock Tower, which offers a 5% rebate on the purchase of every item against the maximum retail price (MRP).
According to them, shopping at Smart Bazaar is convenient as they can find everything from groceries and apparel to household goods under one roof. They also said that the items are cheaper compared to other outlets.
The two housewives estimated they spent around INR 10,000-15,000 each month on household goods and rated Smart Bazaar as a “good” option for their shopping.
Vikhonuo Hibo, in charge of Smart Bazaar, said that the sales have been good so far. She said that while groceries and other goods are sourced directly from companies outside Nagaland, perishable items like fruits and vegetables are procured from within the state and neighbouring regions.
Transportation from mainland India poses a challenge, she noted, as deliveries often take several days. When asked about managing a large operation with over 50 employees, rent, and other expenses, she stated that the company has well-established systems in place.
While running a large-scale retail business has its complexities and is not smooth-sailing, Hibo stressed that the retailer is trying its best to tide over the problems and provide job opportunities for local youth.
The arrival of large retailers has brought changes welcomed by many consumers seeking greater choice and competitive prices. However, the full impact of these shifts in the state’s retail sector is still unfolding, particularly for small business owners like Bhattacharjee who are navigating the challenges of a rapidly changing market.