Mapping the Rural Retail of India

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Author(s): Aditya Vashisth (Institute of Management Technology Ghaziabad, India), Aparajita (Institute of Management Technology Ghaziabad, India), Parul Gupta (Institute of Management Technology Ghaziabad, India), Pravin Patil (Institute of Management Technology Ghaziabad, India)and Rohit Agarwal (Institute of Management Technology Ghaziabad, India)
Copyright: 2015
Pages: 12
Source title: Promoting Socio-Economic Development through Business Integration
Source Author(s)/Editor(s): Shalini Kalia (IMT Ghaziabad, India), Bhavna Bhalla (IMT Ghaziabad, India), Lipi Das (IMT Ghaziabad, India)and Neeraj Awasthy (IMT Ghaziabad, India)
DOI: 10.4018/978-1-4666-8259-7.ch015

Keywords: Business & Management / Business Science Reference / Economics & Economic Theory / Economics and Economic Theory

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Abstract

The case here tries to sensitise its readers towards what is one of the largest privatized and yet highly unorganised retail store formats in the world. The case in question talks about how the backward integration and adoption of set standards by the small time retailers can in turn benefit the end consumer tangibly as well as intangibly. Our research, first entailed, outlining the methodology and the singling out the markets of Greater Ghaziabad catchment areas in Uttar Pradesh for our research. The study is diversified according to various parameters like the age of business, & the customers these businesses are targeting. All in all the chapter tries to communicate to its readers, the importance of understanding the dynamics of doing business in rural retail sector of India, whether relatively organised or unorganised.

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Mapping the Rural Retail of India

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