‘Shop-on-wheels’ revolutionises rural markets in Madhepura

Madhepura: Residents of several villages in Madhepura district are now enjoying the convenience of doorstep grocery and vegetable delivery. The innovative "shop-on-wheels" concept has captivated rural shoppers, who appreciate the availability of quality goods at competitive prices without the need to travel to distant markets.
Retailers have transformed vans, tractors and motorcycles into mobile shops, delivering groceries, vegetables, clothes, kitchen utensils and cosmetics directly to the villagers. These mobile traders park their vehicles in prominent spots and cater to customer demands with ease. Equipped with electronic weighing machines and QR code payment options, they ensure transparency and build trust among their customers.
Explaining how this concept has changed his shopping habits, Manno Singh, a resident of Atalkha village, said, "Earlier, I used to visit the Madhepura town market, but now everything is available in the village through mobile shops. Traders from the Alamnagir area bring tomatoes in their pickup vans and sell them at Rs 20 per kg. Similarly, cauliflowers and cabbages arrive on tractors and are sold at Rs 8 per kg," he said.
"Traders from Khagaria also bring grocery items, including dry fruits, and sell them at cheaper rates. Some even provide GST bills on request," Singh said, praising the professionalism of these mobile retailers.
Another villager, Lalan Kumar Singh, drew a historical parallel, saying that a similar concept was introduced in the 1970s and 1980s by the Bihar State Food Corporation. However, it failed due to poor management and widespread corruption. "This time, private traders seem to be doing a much better job," he said.
For some villagers, this model has become a livelihood. Shashi Paswan, a resident of Mathahi village, sells incense sticks of various brands at affordable prices. "I carry the items on my bike and deliver them to villagers during the morning and evening hours," he said. When asked about his earnings, Paswan said, "That's my secret."
Ramdeo Mandal of Murliganj village specialises in readymade clothes, which he ferries on a specially designed bike. He often collaborates with colleagues who sell aluminium and brass utensils. "We operate together since there is no overlap in our businesses," Mandal said.
Echoing the technological edge of this new retailing model, Gopal Prasad, another local trader, said, "We mostly receive online payments via QR codes to minimise risks from miscreants. Even customers buying a simple paan masala sachet prefer paying online."