• Amandeep singh Khanuja
• Shameeka Kadam

Indian retailing today is at an interesting crossroads. The retail sales are at the highest point in history and new technologies are improving retail productivity. Retailing is the most active and attractive sector of last decade. The future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. It has been one of the fastest growing sectors and contributes more than one-fourth of the GDP of many countries in the world. The sector contributes more than 20 percent employment in the world. Organized retail is a new phenomenon in India and despite the downturns, the market is growing exponentially, as economic growth brings more of India’s people into the consuming classes and organized retail lures more and more existing shoppers into its open doors.She has talked about FDI The new FDI policy implies greater autonomy in functioning for foreign single-brand retail players who can now own 100% of their Indian stores, up from the previous cap of 51% with only the stipulation that they will have to source 30% of their goods from small and medium-sized Indian suppliers. The new policy allows a maximum 51% ownership for the multi brand retail sector with various conditions.She has mentioned some threats they are Besides posing several opportunities, industry is facing various threats like political issues, social issues, Inflation, lack of differentiation among the malls that are coming, poor inventory turns and stock availability measures, current independent stores will be compelled to close, India does not need foreign retailers if we remember East India Company it entered India as trader and then took over politically, and the most important is the inability of government to build consensus.

Modern retail, Consumer Behavior, Buying habits of Consumer.

"Consumer behaviour in modern retrail stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.373-378, June 2019, Available :http://www.jetir.org/papers/JETIR1907V59.pdf

"Consumer behaviour in modern retrail stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp373-378, June 2019, Available at : http://www.jetir.org/papers/JETIR1907V59.pdf