Publisher's Synopsis
Indian retail business is undergoing dramatic transformation. The retail sector employs about 8 per cent of the country's workforce and is characterised by a high degree of fragmentation with over 5 million outlets. The structure of a country's retail sector has an enormous influence on marketing strategy and marketing activities of firms. The Indian retail sector has arrived at a very critical stage. Stores in modern formats have emerged in the metropolitan cities but the bulk of the retail sales still take place through traditional retail formats. The emergence of new formats of retailing has attracted the attention of government functionaries, company managers and economic analysts. This book analyses the developments in retailing in India. It consists of 20 papers authored by scholars in the field.
