CityMall CEO Angad Kikla Reimagines Retail for 500 Million Indians in Bharat

CityMall, an innovative e-commerce platform, is transforming retail for India’s underserved “Bharat” population—500 million new-to-internet users in small towns and villages—by making daily essentials affordable, accessible, and aspirational, said co-founder and CEO Angad Kikla.

Speaking to PTI, Kikla highlighted the massive potential of India’s USD 600 billion food and grocery market, where over 93% of sales still happen through unorganised kirana stores and less than 2% is captured by e-commerce. “Kirana stores often have limited choices, inconsistent quality, and charge up to 15-20% more than online alternatives,” he said.

CityMall addresses these challenges with its “virtual kirana” model, digitising the traditional neighbourhood store by partnering with local community leaders who serve as last-mile delivery points. This model reduces logistics costs, improves product availability, and offers competitive prices through bulk procurement enabled by data-driven technology.

“Our supply chain cost per order is under Rs 60, about 40% lower than competitors,” said Kikla. “By aggregating demand and leveraging technology, we’re making e-commerce the most affordable way to shop for daily essentials in Bharat.”

Kikla also discussed CityMall’s rapid expansion into Tier 2 and 3 cities, doubling its presence across 31 new markets in just 60 days. The company overcame operational hurdles by deploying modular technology, optimising logistics hubs, and training local community partners to ensure seamless onboarding and service.

Rejecting the prevalent industry trend of heavy discounting, CityMall’s sustainable business model focuses on maintaining strong unit economics, enabling competitive pricing without sacrificing profitability. “Our community partners foster deep customer loyalty, resulting in higher repeat purchases and lifetime value,” Kikla added.

With its Bharat-first approach, CityMall aims to revolutionise retail for millions of Indians previously neglected by traditional and online channels, providing a trusted, affordable, and convenient way to access everyday essentials.