• Dr.G.Shashidhar Rao

The face of retailing in India was changed by the emergence of organized retail formats along with a shift in the Indian consumer’s attitude. The above figure shows the evolution of the Indian retail market. However, organized retailing in the Indian markets has mostly been in the urban regions and the overall Organized Retail Penetration (ORP) is low at 9.5% (in 2019) showing that a lot of potential still exists.The unorganized retailers hold advantages such as being personal, strong relationships, serving as points of news, offering credit and helping the people in difficult times.Organized retailing offers certain advantages such as operating in a large scale with multiple outlets, being highly efficient and hold high bargaining power over suppliers due to their volume purchases.Development of the rural market began after the Green Revolution when the demand for farm inputs like hybrids seeds and fertilisers began rising. Yet only a small part of the vast rural market remains covered by organized retailers such as DCM Shriram’s Hariyali, HUL’s Project Shakti and ITC’s e-Choupal etc.,

Retail, Rural market, Organised, unorganized, production, supplier

"ORGANISED RETAIL IN RURAL INDIAN MARKETS: A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 5, page no.680-686, May-2017, Available :http://www.jetir.org/papers/JETIR1705120.pdf

"ORGANISED RETAIL IN RURAL INDIAN MARKETS: A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 5, page no. pp680-686, May-2017, Available at : http://www.jetir.org/papers/JETIR1705120.pdf