Kirana Club / Website Redesign
Redesigning for India's FMCG professionals.
A website redesign that made Kirana Club feel credible to the FMCG brands it was trying to work with.
15%
increase in app downloads after launch
50+
FMCG brands onboarded to the platform
18L+
Kirana retailers in the community
What changed
We shifted the story from Kirana store owners to the FMCG brands who needed retailer data.
My decisions
I restructured everything around trust signals, retailer reach, survey tools, and clear next steps.
Tradeoff
We focused on what FMCG teams needed to see, not how the platform works behind the scenes.
Shipped
A live responsive website with updated positioning, visual system, survey-tool storytelling, and final page designs.
Why redesign?
Built for one audience. Used by another.
The site was built for Kirana store owners. But the real business opportunity was convincing FMCG brands to pay for retailer data and surveys, and the site wasn't speaking to them at all.
Visual design
Colour system.
Primary colours
Secondary colours
Design components
Tools built for two different audiences.
Each part of the platform serves a different job. Data and surveys for brands, community and growth tools for retailers.
Survey Your Way to Insights!
- Access exclusive surveys from our retailer community
- Run your own survey, get responses in a few hours
- Track retailer sentiment for your brand.
Final designs
Live across the Kirana Club website.
The new site makes it clear what Kirana Club does. Connecting FMCG brands with 18L+ retailers, and telling that story consistently across every page.
