Chotu
A GTM system built on Kirana Psychology
Chotu is a mobile app that gives small kirana store owners a dedicated online storefront, allowing their customers to order directly from them.
Chotu is a mobile app that gives small kirana store owners a dedicated online storefront, allowing their customers to order directly from them.
But in smaller towns, shop owners don’t trust new apps or digital ads. Their decisions are shaped by what they see on the street, the WhatsApp forwards they receive, and the word of a trusted neighbor. Chotu needed a GTM engine built on that reality.
Street Strategy
The work had to start on the ground.
We launched into Tier 2 hubs like Warangal and Karimnagar with a specific goal: build a launch model here that works everywhere else. We didn’t just look at data; we spoke to over 900 kirana owners to decode exactly how they get comfortable with new technology.
There was a clear pattern when we analysed local channels: 70% of shop owners discover services via traditional advertisements or message forwards from known circles (vs. 20% on social media platforms). Auditing competitors revealed that generic Hindi/English creatives failed but mascot-driven, problem-first messaging in local languages won 3x better recall.
If a shop owner can’t understand the offer in two seconds, you’ve lost them. We shifted the communication entirely to colloquial Telugu. The design and language weren't just "translated", they were engineered to fit the daily rhythm of the streets and the quick pace of a busy counter.
What We Built Together
Making the brand feel local
The identity existed, but it needed to feel at home in a market town. We translated Chotu’s digital presence into a physical reality via a hyper local asset system. We put the brand where the owners look every day: on the backs of auto-rickshaws, on storefront standees, and on flyers handed out in the market, keeping the friendly mascot as the anchor.
Speaking the language of the shop floor
Why this scales
Simplicity travels further.
Chotu’s advantage is a story that is easy to retell. By grounding the brand in street-level insights, speaking the customer’s language, and dominating everyday viewports, we didn’t just launch a campaign. We built a playbook. Now, Chotu can enter any new town without diluting their message.
Thank you for validating years
of our work and showing a
clear path forward.
Chotu Leadership Team
