• Imtiyaz Ahmed
• Dr. Abdullah Khalid

India’s unorganized retail sector, comprising kirana shops, local vendors, and micro-retailers, forms the backbone of the economy, especially in Tier-2 cities like Jodhpur. Despite its significance, this sector lags in digital adoption due to socio-economic and infrastructural challenges. This study investigates the use and impact of digital marketing within the unorganized retail sector of Jodhpur city, with a focus on understanding adoption trends, influencing factors, and technological readiness. The primary objective is to assess how digital platforms such as WhatsApp Business, Facebook, Instagram, and UPI-enabled tools are being utilized by small retailers. The study further explores how socio-economic variables (such as education level, age, income, and business type) affect the implementation of digital strategies. It also evaluates the relative effectiveness of traditional versus digital marketing approaches, and analyzes the influence of emerging digital trends, particularly social media marketing, on customer engagement and business growth. Using a mixed-methods approach that includes structured surveys and semi-structured discussion with retailers and digital service providers, the study identifies both the benefits and challenges faced by local businesses. Findings reveal that while awareness of digital tools is increasing, widespread adoption is constrained by digital illiteracy, limited resources, and hesitation toward new technologies. Many retailers require external support to overcome technical barriers and implement effective digital strategies. The study concludes by recommending targeted training programs, local digital marketing partnerships, and policy interventions to bridge the digital divide and empower unorganized retailers in Jodhpur to participate fully in the digital economy.

Unorganized Retail Sector, Digital Marketing, Jodhpur City, Socio-economic Factors, Social Media Marketing, Traditional Marketing, Retail Digitalization, Small Business Adoption, WhatsApp Business, UPI Payments, Digital Divide, Micro-Retailers, Tier-2 Cities, Customer Engagement, Digital Marketing Challenges.

"A Study of Digital Marketing for the Unorganized Retail Sector in Jodhpur City.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.c404-c415, September-2025, Available :http://www.jetir.org/papers/JETIR2509248.pdf

"A Study of Digital Marketing for the Unorganized Retail Sector in Jodhpur City.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppc404-c415, September-2025, Available at : http://www.jetir.org/papers/JETIR2509248.pdf