Organised Retail

In: Business and Management

Submitted By souravsirohi
Words 5765
Pages 24
IOSR Journal of Business and Management (IOSR-JBM)
ISSN: 2278-487X. Volume 6, Issue 1 (Nov. - Dec. 2012), PP 16-25 www.iosrjournals.org Organized Retail in the Rural Markets in India
1

Surajit Dey, 2Dr. Sameena Rafat, 3Puja Agarwal

1

(Research Scholar, Department of management, CMJ University, India)
2
(Asst. Professor, IIPM, Lucknow , India)
3
(Management Faculty, Wisdom School of Management, India

Abstract: Retail is a buzz word in today’s changing business environment. Different industrial sectors are in the phase of transition from conventional business models to innovative, market driven and consumer centric models. In India retail is not a new word, however the emerging formats of retailing are changing the entire scenario and posing tough challenges in front of Indian retailers. They are now designing customized retail products and services and targeting the untapped segment of the market. Presently, nearly 60% of the population resides in rural India and their retail requirements are partially met by the unorganized retail stores. This study is an attempt to explore the potential of rural retail market of India, accessing their needs for products and brands. The study also aims at developing a business model for the rural retail market in India.

I.

Introduction:

Today Indian consumers are becoming very unpredictable. The consumer today, is richer, younger, eager to accept changes and more aspirational in his/her needs than ever before. This Statement is not confined to urban India but also applicable to rural India.
A range of modern retailers are attempting to cater to the needs of the „new‟ Indian consumer. The last few years have witnessed an explosion of organized retail formats like supermarkets and hypermarkets in an otherwise fragmented retail market in India. At present 85% of the organized retailing takes…...

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