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Organized Retailing in Rural India – An Exploratory Study

Author:
Nidhi Sharma   Ayush Sahu   Deepika Rathi  


Issue Date:
2012


Abstract(summary):

Organized retail is increasingly taking off in India and as more than 65% of India’s population is living in rural areas, retailers are fast penetrating rural markets with different models to serve the shoppers of rural and semi-urban India with many innovative ideas like smaller size products that appeal to this segment. This project first studies some of the retailers who have already entered these markets with rural supermarket format: Future group and Godrej’s joint venture Aadhar, ITC’s Choupal Saagar, DCM’s Hariyali Kisaan Bazaar, Triveni Khushali Bazaar. The objective of the project is to study the organized rural retailers to discuss some of the opportunities and challenges for the organized rural retailer and thereafter to give useful suggestions to the retailers so that they can successfully tap and satisfy rural markets.


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