Traditionally, retailing in India can be traced to the emergence of the neighborhood ‘Kirana’ stores catering to the convenience of the consumers. The later half of the 1990s saw an organised retailing concept and a fresh wave of entrants in the urban areas. At the end of 2000, the size of the Indian organised retail industry is estimated at INR 13,000 crore.

While organised retailed centred around the urban areas, unorganised retail revolves around the local village shop. Shops are usually present in villages with a population of more than 500 people. They stock more product categories than what similar urban shops would, but there is not much variety offered within a category. Most of these rural retail points sell goods that are spurious and there is no guarantee of quality for many of the goods being sold be it agri-inputs, FMCG, etc.

To address this issue, Drishtee has organised these unorganised retail points under the umbrella of Drishtee Rural Retail Points (DRRPs). Through this organised platform, Drishtee delivers quality products and services at their door-steps. This also saves the opportunity cost involved in the form of wage loss, business hours, time and transportation cost.