India's Gen Z and D2C brands are challenging FMCG giants like Hindustan Unilever, ITC and Marico by expanding into kirana stores. New-age brands captured 21.7% of India's kirana market in H1 FY27, up from 14.8% a year earlier. As digital-first brands breach traditional distribution networks, legacy FMCG companies face growing competition for retail shelf space and consumer loyalty nationwide.