Redesigning for India's FMCG professionals.

Website redesign

Role
Product designer
Timeline
3 months
Company
Kirana Club, later acquired by Meesho

Overview

India's kirana stores serve almost every neighbourhood, town, and village. But most still source products, discover schemes, and make business decisions through fragmented offline networks. Kirana Club is changing that through community, commerce, and trusted, retailer first infrastructure.

The In-Store Visibility card: a hand raises a bottle and leaves it standing in the empty slot on the shelf
kirana.club
The Work with us page, its rocket hovering and its flame flickering

Why redesign

The original website, geared towards Kirana stores, didn't address the needs of FMCG professionals. Hence, it required a revamp to improve its appeal and functionality for this specific audience.

Wireframes

For brands wireframe
The product set wireframe
Resources wireframe
Article template wireframe
About us wireframe

Visual directions

Homepage direction with a shopkeeper on the Kirana Club app in the hero
Homepage direction with a map of India and kiranas pinned across it
Homepage direction with an illustrated general store stocked with brands
The phone hero with a different shopkeeper
The map hero in blue
The phone hero with a third shopkeeper

Colour system.

Primary colours

  • Primary Orange#E0522B
  • Salmon Pink#F4A899
  • Light Blush#F9D5CE
  • Neutral Grey#9E9E9E

Secondary colours

  • Indigo#5B5EA6
  • Teal#3D7A8A
  • Coral Red#D4605A
  • Amber#F0C96A
  • Sky Blue#6BB8F0

Final designs

The home page, full length
The brands page, full length
The visiboost page, full length
The insights page, full length
The careers page, full length

Impact

Reach we could point brands at

18L+ Kirana retailers in the community50+ FMCG brands onboarded to the platform

After launch

15% increase in app downloadsNew positioning live across every page

Thanks for reading.