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A DISSERTATION REPORT ON “ INDIAN RETAIL INDUSTRY TRENDS ” In Partial Fulfillment of Award of Post Graduate Diploma in Business Management BY :Pankaj Manchanda Section – B (101) Batch – 2010-12 Entrepreneurship and Management Process International New Delhi – 74 July 2011 SYNOPSIS India is undergoing a retail revolution from the unorganized sector. There are now more modern retail formats such as hypermarkets, supermarkets and malls. Several international companies such as Wal-Mart, Carrefo
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    A DISSERTATION REPORTON “ INDIAN RETAIL INDUSTRY TRENDS ”   In Partial Fulfillment of Award of Post Graduate Diploma in Business ManagementBY :-Pankaj ManchandaSection  –  B (101)Batch  –  2010-12Entrepreneurship and Management Process InternationalNew Delhi  –  74July 2011    SYNOPSIS   India is undergoing a retail revolution from the unorganizedsector. There are now more modern retail formats such ashypermarkets, supermarkets and malls. Severalinternational companies such as Wal-Mart, Carrefour, andTesco are planning their entry and establishment into theIndian market while several domestic companies are settingup their retail setups, exclusive showrooms and large format stores such as Reliance, Tata and the whole concept of shopping has altered in terms of format and consumerbuying behavior, ushering in a revolution in shopping inIndia.These trends indicate that retailing, as an industry has comeinto its own. According to a study by the confederation of Indian Industry retail sales in India were merely Rs. 135billion in 2000 but today with over 15 million outlets that provide employment to over 74 million people (7% of thepopulation), the size of the retail industry stands at USD 350billion and it is expected to grow at a compounded 30% overthe next 5 years.Retailing is an important infrastructure perquisite formodernizing India and can facilitate rapid economic growth.Modernization of all retail services would enable efficient delivery of goods and value-added services to the consumer,making a higher contribution to the Gross Domestic Product.  This project focuses on taking an in-depth analysis of retailscenario & consumer trends as they are emerging andidentify the various retailing models that would work, in theIndian retail market. The analysis is done by looking at Global retail trends vis-à-vis the ones in India, the current state of the Indian retail industry, industry characteristicsand Economic drivers of change, to understand theconsumer buying behavior and what it foretells about thenature of the industry. To predict the kind of retail modelsthat would work  in India, besides analyzing the existing ones,the attempt has been to predict potentially promisingformats.  CHAPTER  –  1Introduction In 2004 a study conducted by McKinsey titled “India’s Retailing Comesof Age” had predicted a definite retail revolution in India. This is turning out to be very true. India is the last among the large Asian economies to liberalize its retail sector. The “Licensing raj” in long over. A number of  Indian and International retailers are entering this nascent, throughdynamic market, Market liberalization and increasingly assertiveconsumers are sowing the seeds of a retail transformation that will bringbigger Indian and multinational players on to the scene. The market ishuge at US $350 billion overall. The entry of multinational companieshas certainly transformed this sector. The supply chain, and consumerinterest and awareness in branded products have been built from scratch.Presently, Global players are entering India, indirectly, via thelicensee/franchisee route, and more recently through joint ventures withIndian companies as partners. But as the Chinese experience clearlyindicates allowing FDI (with restriction) would add buoyancy to the retailsector. All the major cities have major commercial projects underconstruction for retail purposes. In fact, the retail sector has provided theprimary boost, to the commercial property market all over India. Theretail sector is also getting acceptance in the job market with more andmore business schools focusing on the sector and large retailers setting upretail academics. This sector is estimated to create 50.000 jobs per year inthe next five years.The Indian consumers are divided into two categories, viz., high-incomeurban consumers and low-income urban and rural consumers. The high-income urban consumers are willing to pay a higher price for having thechoice of quality products and the complete shopping experience in thelarge retail store. But, the low-income urban and rural consumers will gofor the price sensitive products which are easily available in the smallerstores located nearby. The markets in both categories are very large andhence, there is little direct competition between the two retail sectors.As the awareness and disposable incomes increase in India, the twocategories will merge slowly, before the competition actually begins. Buttill then along with modern retail formats the traditional network especially the kirana stores would coexist. In fact unlike any other “mature” retail market what will develop in India would be its own homegrown unconventional marketing mix. Since the consumer market is
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