Indian Rural Retail Market: An Overview of Recent Secnario

Abstract

When we think about traditional rural India, pictures comes in our minds like houses with thatched roof, surface floor covered with cow dung, people with conservative mind set, who hesitate to accept the social, environmental & technological changes as per today’s era.  As a development takes place in a telecommunication sector rural peoples are aware about trends going in market.  As per Indian Census near about 70 % of Indian population staying in rural parts of India.Rural population who contribute more than 50% share in GDP.  India’s rural markets are growing at double the rate as compared to urban markets. The retail revolution is going to act as an impetus sector in Indian market. So, the new concept that is hitting the market today is the "Rural Retailing". Inspite of various issues and problems in rural market, many companies by taking the help of recent trends and new IT based technologies capturing the larger market. Looking in to this theme, this paper is based on Opportunities and challenges as well as recent happing and trends in rural market related to retailing.