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"Unorganised Retailers in a Race to Sustain their Competitiveness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 2, page no.1673-1688, February-2021, Available :http://www.jetir.org/papers/JETIR2102200.pdf

• Dr. Priya Vij
• Dr. P.P. Arya

The Indian Retail terrain is occupied by a large number of small unorganised retailers which occupy close to 90% of the retail market. Despite their dominance, there is still fear among them of losing market share to the organised retailers. There is dearth of research to foster the opinion of unorganised retailers in a positive direction. A primary survey was conducted by interviewing 500 consumers, 100 organised and 200 unorganised retailers to understand their perception towards retailers. The results show that very few retailers perceived decline in sales and margins over a period of time and few felt threatened with the growth of organised retail stores in the vicinity of their store. Unorganised retailers are found to have a competitive advantage over organised retailers with respect to credit availability, provision of home delivery, faster checkout and shop proximity. Unorganised retailers are also experimenting with their store format to sustain their competitiveness.

Retail, Unorganised, Organised, Impact, Competitive Strategy and Kiranas

"Unorganised Retailers in a Race to Sustain their Competitiveness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 2, page no. pp1673-1688, February-2021, Available at : http://www.jetir.org/papers/JETIR2102200.pdf