Local kirana stores are putting in place plans to offer competitive rates so that they are able to compete with organized retailers. Earlier no kirana store sold a product below the listed Maximum Retail Price (MRP), but now most kirana stores are offering lots of schemes and discount plans just as larger retailers do. Small retailers are also aligning themselves with companies to get special deals and to become preferred suppliers. Kirana stores are finally waking up to become competitive and focusing on attracting consumers. At one time they used to have a captive audience, now consumers are making choices based on greater variables and shop at local kirana stores only if they will get some competitive advantage.