Retail Marketing in Rural India – Factors in Favour and Strategies

Retail industry now accounting for 10% of the country's GDP undergoes dynamic changes boosting its growth still further. The sector grows impressively leading to production wide range products and services. Rural markets provide great scope marketers due increased revenue purchase power rural population in India. income is expected increase faster government policies supporting agriculture earning that has temporarily moved out villages cities employment non-agricultural sectors. Technology helped produce quality crops market ready give high prices such products. Around 60% students colleges are first generation graduates who have their tertiary education. Thus life style, likes preferences keeps changing. However huge segment much different from urban need approach with sustained efforts special models. highly fragmented segment's needs majorly filled by unorganized family run Kirana stores Maligai shops. share organised retail country risen same impact on as well. paper focuses India, emerging factors favour suggests strategies retailing.