Consumers are at their wits’ end. They wholeheartedly endorsed e-commerce as a new medium of ordering anything and everything including grocery in the pre-Covid days, and now when they’ve got used to a new digital lifestyle, the new medium is struggling to keep pace with deliveries.On the other hand, the friendly neighbourhood kiranawalla has come to the rescue of many. They are delivering despite the fact that they run on credit. Not only are the local kirana store owners going the extra mile to ensure consumers get their daily essentials, they are also turning out to be more innovative than their digital counterparts. Some of the grocery shop run by famil members are using cycle and hand-pulled rickshaws for logistics. They keep their  trade licence while going to distributors or wholesalers and show it to the police.“Online players need manpower for packaging and delivery. Their warehouses are scattered. There is a problem in movement everywhere, so they got trapped in their own process. But locals shop  know every alley and backroads, therefore they can manage to deliver goods to consumers.