ANALYSIS OF SIGNIFICANT RETAIL LOCATION IN RURAL INDIA

Manish Dwivedi Associate Professor Pratap University, Jaipur E~mail ID : manishdwivedi2002@gmail.com Mob. : +91 - 8233752936 Mailing Address : A-305,Vinayak Appartments, Vidyadhar Nagar,Jaipur, RAJ Manish Sharma Assistant Professor Pratap University, Jaipur E~mail ID : manish.gnp@gmail.com Mob. : +91 - 9929938955 Mailing Address : 396, vivek Vihar, New Sanganer Road, sodala, Jaipur, RAJ

ANALYSIS OF SIGNIFICANT RETAIL LOCATION IN RURAL INDIA

Abstract Retailing is counted as one of the biggest industry in the Indian market. It has numerous opportunities for the growth of the country. It has changed its face from unorganized retailing to organized retailing, posing as second largest employer after agriculture. Contributing about 10% of GDP and 6% - 7% of employment, liberalization of Indian economy, improved infrastructure, rise in per capita income and growing consumerism, Saturation in urban market has pushed Indian corporate sector to rural market. At present, rural consumers spend about USD 9 billion per annum on FMCG items and product categories such as instant noodles, deodorant and fabric, with the pace of consumption growing much faster than urban areas. The fast moving consumer goods market in rural India is tipped to touch $100 bn (around Rs 45,735 crore) by 2025 on the back of unrelenting demand driven by rising income levels. In this competitive age the rural retail location has much significance for retail giants like TESCO, CARREFOUR, WAL-MART. Location of the retail store premises is a key determinant of retail successes as it determines customer patronage and level of retail externalities availed. In India, with the emergence of large retail chains, some small retailers would also need to have a re-look at their location decision. A tiny village grocery store located on a street and doing a good business may suddenly face problems if a large supermarket opens up across the street. The reasons for locating a store in a village vary with the type of community. There is clear indication that no relationship has been established between strategy of retailers and criteria implied by retailers in the selection of rural retail centers. Against this, present paper attempts to understand the significance of retail location in rural India. Key words: Rural India, Retail, Location, Demography.

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