Volume 1 - Issue 4, November - December 2025

Digital marketing has become a critical tool for retail branding, yet most empirical research focuses on large metropolitan markets. This study examines how digital marketing supports retail store branding for food products among small-city retailers in Balaghat and Seoni, two growing but under-researched districts in Madhya Pradesh. Using a structured questionnaire administered to 60 food retailers (kirana stores, minisupermarkets, bakeries, and specialty food outlets), the study assesses: (i) the extent of digital marketing adoption, (ii) its impact on perceived store brand image, and (iii) the mediating role of customer engagement. Descriptive statistics, correlation analysis and multiple regression are used on a 5-point Likert scale dataset. Findings from this illustrative dataset show moderate adoption of digital marketing, dominated by WhatsApp, Facebook, and food delivery apps. Digital marketing intensity is positively associated with perceived store brand image and customer engagement, with engagement partially mediating the relationship. Barriers include lack of skills, time, and perceived irrelevance for “local” customers—consistent with earlier studies on small retailers in India. The paper proposes a small-city–specific framework linking digital touchpoints, local trust and store brand equity for food products. It concludes with managerial implications for small retailers, policymakers and digital service providers, and suggests how future empirical work can refine and validate these insights with larger samples and more advanced analytics.