Volume 3, Number 3, July September 2014

ISSN (Print):2279-0934, (Online):2279-0942

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A JOURNEY TOWARDS INDIAN RURAL RETAILING: A STUDY

Dhananjoy Chakraborty23

ABSTRACT

Retailing is the heart of marketing and it is not a new concept in the history of marketing but the changing business scenario
has made retailing a popular topic in India. India is known as the nation of shopkeeper due to its huge number of retail outlets
where unorganized retailing like banika dukan, haat, and kirana shops dominates the Indian retail market. In addition, it has
captured 95% of Indian retail market, which is mainly there in rural areas. Daily low cost low quantity buying facility, free
home delivery and credit facility are some of the reasons why unorganized retailing dominates the Indian rural market.
Nevertheless, Change is inevitable and universal. With the changing global scenario, Indian rural market is also changing and
Indian rural market has become a new destination of retailing. This paper has taken an attempt to discuss the recent Indian
rural demography and the present day situation of retailing in India, challenges faced by organized and unorganized retailing
in rural area, measures to overcome those problems, future scope of retailing in rural India where primary and secondary dates
are the prime sources. Primary data has been collected from rural villages and described their changing want, value, desire and
feelings on retail industry. Afterwards a detail finding has been made and then the actual hurdle in rural India has been
discussed. In addition, based on that some corrective measures have been prescribed. The whole process of discussion has
made it successful to title this paper as A journey towards Indian rural retailing-A study.

KEYWORDS

Rural Retailing, Organized Retailing, Changing Business Scenario, Rural India etc.

INTRODUCTION

Any organization selling to its final consumers- whether it is a manufacturer, wholesaler or retailer- is doing retailing. It does not
matter how person, mail, internet, telephone) sell the goods or services or whether they are sold (in a store, on the street or in the
consumers house) but the matter is transaction of goods between seller and the end user which will satisfy the needs of the
individual. Retailing is the interface between the producer and the individual consumer for buying personal consumption. In
addition, it is the final activity in the supply chain that may stretch from America or Asia to our home. The term Retailing is not
a new concept in the history of marketing but the changing business scenario has made retailing a popular topic in India.

PURPOSE OF STUDY

This study aims at:

Understanding the present day scenario of Indian rural retailing.

Understanding the reason why Indian retail market, especially rural retail market is a gold mine for retailers.
Finding the challenges faced by organized and unorganized retailing in rural India and the remedy.
Finding the future of organized and unorganized retailing in rural India.

REVIEW OF LITERATURE

Huge literatures are found on Indian retailing. While some authors have attempted to discuss the opportunities, threats of different
organized and unorganized retailing in India, others have attempted to focus the present day scenario of retailing in India. Mr. K.
K. Panday, has discussed the situation of present-day Indian retail sector and pointed the factors responsible for pros and cons of
retailing. Poonam Talwar, Sunita Sangwan and Kuldeep Sharma (2011), uniquely drawn the changing rural retailing scenario in
India and their challenges and opportunities. In a report on Why companies see bright prospects in rural India. Devi Singh,
Director of the IIM, Lucknow; and Pankaj Gupta, Practice Head, Consumer and Retail, Tata Strategic Management Group and
some other eminent personalities have identified the opportunities in rural market and described the key to success in rural market.

METHODOLOGY OF RESEARCH

This study is based on primary and secondary data. Newspaper, website, business magazines, journals are the source of secondary
data. The primary data is based on structured questionnaire asked to rural people. This is survey-based research and no attempt has
been taken to test any hypothesis. The whole analysis is divided in 4 sections.

23
Lecturer, Department of BBA, Sukanta Mahavidyalaya, West Bengal, India, marketing.career2007@gmail.com

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SECTION-1: INDIAN RETAIL HISTORY AND DIFFERENT TYPES OF RETAILING IN INDIA

Indian is famous for its huge number of retail enterprises. For that, India is known as a nation of shopkeepers. In the beginning
there were traditional format of retailing like haats, mandis, melas. Those traditional formats were much unorganized retailing.
Then retailing had walked one-step ahead and entered into established formats like kirana stores (mom and pop stores), pan/bidi
shops, co-operative stores etc., and again it walked into emerging formats like exclusive retail outlets, hypermarket, internet retail,
specialty malls, multiplexes, fast food outlets etc. They are modern day organized retailing. This has been described in the
following diagram.

Chart-1

Traditional formats
Itinerant salesman, Haats, Moles, Mandis etc.

Established Formats
Kirana shops, Convenience / Department stores, Company / Multi Brand showrooms,
PDS / Fair Price Shops, Co-operative stores, Pan / Beedi shops.

Emerging Formats
Exclusive retail outlets, Hypermarkets, Internal retail, Malls / Specialty Malls,
Multiplexes, Rural Oriented Formats, Fast Food outlets.
Sources: Authors Compilation

In the year 1980, manufacturers retail chains like DCM, Gwalior suitings, Titan, Bombay Dying entered metro and small towns.
In the year 1990, multiband retailers started their business in India. In addition, shopping centers appear in the year 1995 and after
5 years, super market and hypermarket concept emerged in India.

Table-1: History of Indian Retailing

1980 Retail Chain Concept

1990 Multi Brand Retailing
1995 Shopping Centre
2000 Super Market and Hyper Market
Sources: Authors Compilation

Types of Retailing in India

Indian retailing has its two wings:

Unorganized: This is the traditional format of low cost retailing. Some examples are local kirana shops, owner operated general
stores, paan/beedi shops, handcart etc.

Organized: It refers to licensed retailers, who are registered for sales tax, income tax etc. These include retail chain, hypermarket,
privately owned large retail business.

SECTION 2: PRESENT DAY SCENARIO OF RURAL RETAILING IN INDIA

Before going to the in depth study of the above-mentioned topic, understanding the meaning of the term rural is essential.

What is Rural?

Any area, which has low population numbers, low medium income, poor infrastructure (road, electricity, communications), and
agrarian rather than industrial activity is known as rural area.

Indian Demographic Scenario

According to the census 2011, the total population of India was 1210.2 million, of which rural population stands at 833.1 million
and urban population 377.1 million. That means rural population formed 68.84% of the total population and urban population
constituting 31.16%. In comparison with last decade, the rural population has increased by 90.47 million and the urban population
by 91.00 million. Indian has 35 states / union territories, 640 districts, 5924 sub-districts, 7935 towns 640867 villages.

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Literacy Factor

As per the provisional population totals of census 2011, the number of literates in India was 778.5 million, of which rural area
stands for 493.0 million and urban areas were 285.4 million. With the last decade (2001-2011), there was an increase of 217.8
million literates of which rural areas accounted for 131.1 million and urban areas 86.6 million and highest number of literates
were in UP (88.4 million).

Income Factor

The purchasing power of rural population has grown rapidly. According to Rural Marketing Association of India (RMAI), rural
income levels are on a rise. The percentage of Below Poverty Line (BPL) families declined from 46% to 27 %. 22% population
having income more than 10,00,000 are in rural areas. Several factors like setting of minimum support price (MSP) from
government, different government schemes like NREGS (National Rural Employment Guarantee Scheme), loan waivers for
farmers has enhanced the rural purchasing power.

According to a survey by the National Council for Applied Economic Research (NCAER), Indias premier economic research
entity, the rise in rural incomes is keeping pace with urban incomes. From 55% to 58% of the average urban income in 1994-95,
the average rural income has gone up to 63 to 64% by 2001-2002 and touched almost 66% in 2004-2005. The rural middle class is
growing at 12% against 13% of urban middle class.

Changing Trend in Rural India

The market scenario in rural areas is changing rapidly. Instead of cutting down expenditures on construction, consumer durables
etc., they would like to invest more. According to Pradip Kashyap, CEO, MART, the rural India has cash in hand and is not
bound by EMI or loans. That is why Indian rural market is like gold mine. Due to different government aids, initiatives taken
by different private companies, the disposable income of them is increasing. In early days rural people could hardly think about
refrigerator, TV, music system, but this has become a natural scenario of Indian villages. With the changing literacy rate, they
have started giving value on ethics and morality in business and are will to pay right price for right product. Now they not only
look for price but also value.

In addition, in their bulk monthly consumption list food is of Number-1 preference. While small- sized packages are vital for entry
into the market, as the purchasing power increases, rural consumers are increasingly buying larger packs at lower cost per serving.
Most of the households have TV, which is a great advantage for reaching very rural people. Even in small villages, people who
have seen the urban life style on TV seem to want similar goods and services.

The current wave of changing technology has influenced them. Previously there was a growing demand for black & white TV,
then CTV and now a days LCD and modern technology like mobile internet, e-shopping etc., have deeply touched their life. As a
result, names like ITC, HUL, McDonald, KFC and different brands of those companies are in the mind and mouth of rural people.

A recent study stated that the lesser developed eastern states like Bihar, Orissa, Assam are leading in rural sales (50% of total rural
FMCG sales in India). Automobile especially in the 2-wheeler segment derives approximately 45-50 % of its sales from rural
India. To understand the changing market scenario in rural India, the following table is very helpful.

Table-2: Rural Share in Stock of Consumer Demand

Demand 1995-1996 Share in % 2001-02 Share in % 2009-10 Share in %

(in 000) (in 000) (in 000)
Scooters 363 33.1 355 39.4 311 39.9
Motorcycle 359 47.3 1036 39.8 4045 48.3
Mopeds 286 52.7 235 58.2 141 57.7
Cars/Jeeps 6 2.1 63 8.0 376 10.9
Automobile 1016 37.9 1689 36.0 4873 37.9
Television 4852 54.0 6400 54.5 7712 44.2
Other White Goods 819 23.8 1439 23.9 3120 23.7
All Fans 7050 50.0 14627 56.9 32561 56.7
Low Cost Items 29228 58.1 45139 60.1 88607 61.3
Sources: The Great Indian Market, National Council of Applied Economic Research

Now the modern age technology BC (Business Correspondents) model has reached Indian villages. The following table is helpful
to understand the level of penetration of BC model in villages:

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Table-3: BCs Dominate Banks Operations in Rural Area

Details March 2010 March 2011 March 2012 March 2013

Total number of BCs / CSPs deployed 33042 58261 125988 187972
Villages covered through branches 21499 22684 24618 25694
Villages covered through BCs 33158 76801 197523 320441
Sources: Business World, February 2012 Edition

In spite of all changing things, one thing has not been changed. That is purely untouched rural market. Harish Bijoor, CEO of
brand and business strategy consultants of Harish Bijoor Consultants; and Ajay Gupta, the founder and CEO of rural naukri.com
and some other corporate leaders are agree with this. They told that rural Indian market is insulated from global meltdown and the
rural part of our economy has been untouched by credit cards and mortgages.

Rural India and Retail Industry

Unorganized retailing has entered its name in the business dictionary where the meaning of the term unorganized retailing
means Indian retail. Yes, it is right. Because approximately 95% of Indian retail industry is made up of Mom- pops shop,
counter stores, haat etc., which is mainly there in rural parts of India.

Graph-1: Distribution of Retailing in India

Unorganized
Retailing, 95
Organized
Retailing, 5

Sources: Authors Compilation

Rest of the market is captured by organized. Therefore, naturally a question arises in our mind that why unorganized retailing
dominates the rural retail market. There are some basic reasons. They are:

A large number of working class in India is working as daily wage basis, at the end of the day when they get their wage,
they come to this small retail shop to purchase wheat flour, rice etc. For them this is the only place to have those food
items because purchase quantity is so small that no big retail store would entertain this.
Another consumer class is the seasonal worker. During their unemployment period, they use to purchase from this
kirana store in credit and when they get their salary, they clear their dues. Now this type of credit facility is not available
in corporate retail store, so this kirana stores are the only place for them to fulfill their needs.
It is the convenience store for the customer. In every corner of street, an unorganized retail shop can be found that is
hardly a walking distance from the customers house. Many times customers prefer to shop from the nearby kirana shop
rather than to drive a long distance organized retail stores.
Their labor cost is also low because the family members work in the store. In addition, they use cheap child labor at very
low rates.
They incur little to no real-estate costs because they generally operate from their residences.
They are operating from their home so they can pay for their utilities at residential rates.
They do not pay their tax properly.

Organized Retailing in Rural India

Indias largely rural population has caught the eye of retailers looking for new areas of growth. Organized retailing, which was
limited to metros and A class cities, is likely to become feature of semi-urban and rural India. This organized retailing not only
benefits the consumer, but also it will enhance the rural economy, benefit the government and other industries. Some of the key
players and their initiatives are given below:

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ITC

E-Choupals
ITC's unique strength in this business is the extensive backward linkages it has established with the farmers. This networking with
the farming community has enabled ITC to build a highly cost effective procurement system. ITC has made significant
investments in web enabling the Indian farmer. Christened 'e-Choupal', ITC's empowerment plan for the farmer centers around
providing Internet kiosks in villages. Farmers use this technology infrastructure to access on-line information from ITC's farmer-
friendly website www.echoupal.com. Data accessed by the farmers relate to the weather, crop conditions, best practices in
farming, ruling international prices and a host of other relevant information. E-Choupal today is the world's largest rural digital
infrastructure.

Choupal Saagar
Following the success of the e-Choupal, the Company launched Choupal Saagar, a physical infrastructure hub that comprises
collection and storage facilities and a unique rural hypermarket that offers multiple services under one roof. This landmark
infrastructure, which has set new benchmarks for rural consumers also incorporates farmer facilitation centers with services such
as sourcing, training, soil testing, health clinic, cafeteria, banking, investment services, fuel station etc. 24 'Choupal Saagars'
have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh. ITC is engaged in scaling up the
rural retailing initiative to establish a chain of 100 Choupal Saagars in the near future.

DCM Shriram Consolidated Limited

Hariyali Bazaar
It is a rural business center. It is a pioneering micro level effort, which is creating a far-reaching positive impact in bringing a
qualitative change and revolutionizing the farming sector in India. It is also an example of how well-meaning corporate can
contribute to development of agriculture by building sustainable business models. The "Hariyali Bazaar" chain, seeks to empower
the farmer by setting up centers, which provide all encompassing solutions to the farmers under one roof

Godrej Agrovat

Aadhaar
Aadhaar Retailing was Godrej Agrovets rural retail initiative. They do retailing of agricultural products and consumer products.
Besides retailing, it provides Agri-services in rural area. It Started in December 2003.

Indian Oil Corporation

Kisan Seva Kendra is an award-winning retail outlet model pioneered by Indian Oil to cater to the needs of customers in the rural
segment. Today, KSK outlets have emerged as dominant players in the rural markets, riding on the rapid growth of upcoming
second and third tier roads in the rural areas. In addition, non-fuel retail facilities like convenience stores have been added to the
KSK to sell pesticides, vegetables, banking products and stationery items.

Future Group

Future Ventures, through its subsidiary, Aadhaar Retailing Limited on October 17, 2011, announced the launch of its rural
wholesale and distribution business with the opening up of its first Aadhaar Wholesale store in Kalol, Gujarat. The company
plans to open 65 such Wholesale stores and the next one is coming up in Punjab. The initiative aimed at capturing growing
consumption demand in rural India through wholesale and distribution centers coupled with a franchisee network. Each of these
centers will cater to rural retailers in their vicinity and provide them with a wide range of merchandise and at costs that are lower
than what they currently sourced. The company expects to develop around Rs. 4000 crore business through this format within the
near future.

Some other companies who have entered rural market are Birla, Reliance etc.

SECTION 3: COMPARATIVE STUDY OF ORGANIZED AND UNORGANIZED RETAILING IN RURAL INDIAN

To compare the unorganized and organized retailing in rural India, the best approach is SWOT analysis.

Unorganized Retailing

Strengths:
Credit facility to villagers especially for seasonal workers.
In every corner of the street, there are shops, which are hardly a walking distance from their home.
Low or no labor cost.

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Unorganized retailing supports daily low quantity buying habits of villagers.

They dont pay tax properly
As they generate from their home, they do not have to pay heavy real-estate cost.
Home delivery facility of local stores has given them unique strength to dominate the market.

Weaknesses:
Labor intensity: It has very low output to labor consumption ratio.
Unhygienic: The way they sale their product is Unhygienic (loosely selling of sugar, edible oil.
Lack of education: most of the retailers have hardly crossed 10 standards.
Lack of proper management education.
Back out from commitment: due to shortage of manpower, busy with current consumer etc., they back out from right
time home delivery commitment.
Unable to solve rural unemployment problem.
Unable to invest in bulk.

Opportunities:
68.84% people live in rural India.
Most of them are BPL or low middle class family.
Indian villagers give 1st preference to low cost, low quantity food items.
Reluctant to change their buying habit from local shops.

Threats:
Organized retailing capturing the rural market.
FDI policy in retailing.
Changing buying behavior of rural people with the advantage of different media vehicles.
Credit facility given by retailers entertains defaulters.

Organized Retailing

Strengths:
Huge investment capacity.
Well managed retail system.
Educated, trained and skillful labor.
Everything under one roof strategy.
Weekly, monthly and daily different sales promotions like discount on MRP, buy one get one free, discount on total
purchase, lucky coupon draw etc.
Fresh, hygienic, well-packed foods are attractive.
Attractive getup of retail stores.
Technology intensive retailing.
Solving rural unemployment problem and strengthening rural economy.

Weaknesses:
Long distance location from villagers house.
Not having any probation for seasonal workers who use to get things in credit when they have no job in off-season.
Daily low quantity purchase habit of rural people is not entertained by organized retailing.

Opportunities:
Increasing awareness of consumer about product and service.
Changing requirement and lifestyle of rural people.
Private label has boasted by economic downturn.
95% of Indian retail market is untouched by organized retailing.
Rural unemployment and economic slowdown.

Threats:
Resist change mentality of rural people.
If government gives favor to unorganized retailing.

SECTION 4: VOICE OF RURAL PEOPLE ON RURAL RETAILING

With the help of some structured questionnaire, a survey has done on 1200 people. The sample detail is given below:

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Table-4

Sample Size Age group 20-30 Age group 30-40 Age group 40 Location
1200 400 400 400 West Bengal
Sources: Authors Compilation

According to the sample survey, all are customers of rural unorganized shops. In support of unorganized shop 700 people have
given favor to credit facilities, 200 have given favor to home delivery facility and rest of the sample given favor to easily available
shops. It has also been found that 900 people among 1200 people have TV at their home and they used to see advertisement
regularly in TV. They are familiar with the name PIZZA HUT, MCDONALD, KFC. In response to a question asked to them
what is the latest model of Samsung mobile? 400 people in 20-30 age group told galaxy tab. In addition, 400 in 30-40 age group
told Corby, Corby plus, duras etc. In response to another important question asked to them would like to have a shopping mail or
hyper market in your locality? All respondents in 20-30, 30-40 age groups enthusiastically replied yes. They are also hopeful that
organized retailing will solve their unemployment problem. A question asked to them that are you satisfied and happy with
product, service and everything of local shops? They have shown their dissatisfaction. Some major reasons are unhygienic food;
lack of proper home delivery service etc. and they also added, We dont have any second choice in our village.

FINDINGS

After having a long in depth study on Indian rural retail market, one thing has been clear that the probes India is a nation of shop
keeper or Indian retail market is like gold mine for retailers is true. From the recent Indian demographic scenario, it is found
that majority of Indian population is there in rural India and rural Indian is growing in term of income and literacy and recently
rural India is keeping pace with urban areas.

The basic reason why the rural market has caught the eyes of retailers are large number of population, they have cash in hand
and is not bound by EMI or loans, rural Indian market is insulated from global meltdown and untouched by credit cards and
mortgages. In is also found that there is in equal distribution of organized and unorganized retailing in India.

The different offerings of local shops like free home delivery, credit facility, daily low quantity buying facilities, easily available
shops in every corner of the street etc., have perfectly matched with the demand pattern of daily low wageworkers or seasonal
workers of Indian rural villages. However, with the changing literacy rate rural people are become more ethical and health
conscious and added one word in the mind and mouth hygienic. In addition, in this regard local shops are getting less priority
because the way they sale their product is unhygienic.

From the sample survey, it is clear that the wave of the rule of universe change has deeply touched them where TV played
major role. The names like TV, mobile are become old terms to them; LCD, LED, multimedia phone, business phone etc., are the
current topic of discussion. However, one question has been totally unanswered by unorganized sector that is unemployment
where organized retailing has the answer. The changing rural scenario with the aid of media has opened the door of organized
retailing in rural India. Companies like ITC, Future group, HUL have entered the rural market.

UNDERSTANDING THE ACTUAL HURDLE

Retail market is lot different from others. Within a place, there may be 10 different markets. We could open a store where we do
not realize. Like opening up of a meat shop with other items in a place of Jain community. It will not only stop meat sell but also
adversely affect the sale of other products. Let us know what does rural people actually wants:

Credit facility for daily use products,

Right price for right product,
Solving rural unemployment problem,
Thinking about the overall development of rural area,
All solution under one roof,
Free home delivery,
Fresh, hygienic food,
Entertainment facilities like park, cinema hall etc.,
Giving value to their local rituals, feelings, wants.

In the vast Indian rural market, unorganized retailing is the dominator. It is true that n number of factors have given favor to
unorganized retailing in rural India. However, it is also true that absence of any second choice is one of the strong reasons.
Change is inevitable and universal. The above-mentioned aspects are the proof of that. Actually unorganized retailing was
perfectly matched with the demand pattern of ancient India. The scenario of rural India is changing rapidly but the unorganized
retailing remains as it is and as a result, they are under the great threat of adopt change or die. 20 years ago PCO boot was a
matter of wonder, 10 years ago mobile phone and now internet caf. Lack of education, lack of proper knowledge of managing

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business, unable to invest in bulk, back out from right time home delivery commitment are some of the negative things of
unorganized retailing. On the other hand, organized has huge strength in term of bulk investment, skilled workers, well managed
system etc., long distance from villagers house, lack of credit facility etc., are the bottlenecks of organized retailing.

SUGGESTIONS

Corporate leaders like Rajan Bharati Mittal, Vice-Chairman of Bharati Enterprises and some other corporate leaders are hopeful
that organized sector will not adversely affect local kirana shops that use to sell daily use products. Because a person will hardly
go to organized shops for home shopping every day. But if rural people will get more organized shop they will treat it as a
substitute of local kirana shops then the scenario will be different in rural India and big ? will arise regarding the future of
kirana stores which can only be solved by organized sector or by government. Here are some solutions:

They can implement one of the following two strategies:

Abolition of unorganized sector,
Retention and modification of unorganized sector.

How they can implement, it is explained below:

Solution from Organized Retailing

Giving franchise to those unorganized retailers.
Absorb them as an employee in organized sector.

Solution from Government Side

Law enforcement and rules like Micro, Small and Medium Enterprises act 2006, Agricultural Product Marketing
Committee Act., should be effectively implemented.
Banking finance for the welfare of unorganized sector should be enhanced.
Government aids in making retailer co-operatives among retailers, which is highly required for the sustenance of the
unorganized retailing.
Government will take initiative to give them proper retail management training and helping them to modernize their
business.

CONCLUSION

Time will decide the future of Indian rural market- whether there will be co-existence of organized and unorganized retailing or
only the organized will dominate the Indian rural market. However, one universal truth on Indian market has been uttered by Mr.
Nitin Paranjpe, CEO and MD of Hindustan Unilever to success in India, you have to succeed in Bharat which means different
urban and rural consumer profile. The strategies and marketing which is required in rural areas is entirely different for urban areas.
In addition, he added that potential market is there but only we have to recognize the changing societal trends, wants, and values.
This is the only successive guideline for long-term profitable sustainability in modern day business. The feeling, values, wants and
perception of rural India has been changed. Now this is the right time to find the change and grab the rural market.

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