• Shweta Srivastava
• Gaurav Shukla

India is a huge market composed of maximum population of youth. Indian Retail sector is growing very rapidly. Retail is an emerging sector in India. The country’s dynamic retail landscape presents a grand opportunity to investors from across the globe, to use India as a strategic business hub. Marketers need new strategies to exploit Indian rural market. There is need of innovative ideas to capture the market. Now marketers are shifting their focus to rural retail as it offers huge potential which can be tapped effectively through innovative distribution channels with retailing being the most critical element. The concept of rural malls is becoming popular. Famished of modern forms of entertainment, the rural middle class have greeted these malls with great passion. Despite being visibly a huge green pasture this rural retail sector penetration offers several bottlenecks which include rural infrastructure, life styles and varied perceptions of rural consumers. Only those companies who understand that there is no short cut to seize rural markets and frame their strategies altogether different from metros are likely to tap this resource. Indian rural market has different quality people as compared to urban market. The objective of this paper is to study the present scenario of rural retailing, noteworthy rural initiatives of the marketers, problems and myths and find a solution of Indian rural retailing. Further, it also highlights the strategies the marketers need to lay focus on before entering this segment. Indian rural market has great potential to exploit it.

Rural Infrastructure, Rural market, retail, Rural Retail Outlets.

"Indian Rural Retail Industry- An overview", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 6, page no.g699-g703, June-2021, Available :http://www.jetir.org/papers/JETIR2106913.pdf

"Indian Rural Retail Industry- An overview", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 6, page no. ppg699-g703, June-2021, Available at : http://www.jetir.org/papers/JETIR2106913.pdf