The vast majority of consumers in emerging markets buy their products from tiny bodegas, stalls, kiosks, and mom-and-pop stores not much bigger than a closet, which Procter & Gamble calls "high-frequency stores” In India, food is largely purchased from the l2 million neighborhood mom-and-pop outfits called KIRANA stores. These thrive by-offering convenience, credit, and even home delivery, though modern retailing is beginning to make inroads.