Study on Growth of Retail Market in India with Special Reference to Broadening of Mallculture in Tier II City

The Indian retail industry continues its growth trajectory on to 2011. India has emerged as the hottest retail destination. Most of the organized retailing in India has started recently and is concentrating mainly in metropolitan cities. The growth of Indian organized retail market is mainly due to the change in the consumer behavior. This change has come in the consumer due to the increased income, changing life styles and pattern of demography which are favourable.Now the consumer wants to shop at a place where he can get food, entertainment and shopping, all under one roof. This has given Indian organized retail market a major boost. Shopping malls are the hot shopping destinations in new life style. Due to rapid retail boom, variety of malls has emerged. With this big ticket mall culture hitting the great Indian middle class, the days of pure shopping delight seems to be diminishing. Our study is on the ‘DB Mall’ that has recently come up in the city of lakes, Bhopal. It was delighting to study the shopper’s attraction and their views which concluded with a positive nod on mall culture in our tier II city.