Impact of the advent of organized retail on marketing strategies

Abstract

INTRODUCTION: Organized Retailing as an industry has grown tremendously over the past decade in India. Retail sales, which amounted to Rs.7400 Billion in 2002, grew at an average annual rate of 7 % between 1999 and 2002. The share of Organized Retail in total retail sales grew from 35.9% in 1999 to 38.6% in 2003. The retailing scenario in India is rapidly changing, as organized retail occupies a growing share of retail sales in India. In light of this paradigm shift in India, it is interesting to study how marketers have adapted to the changes in the retailing context in the country.