A study on growth of retail market in India

The Indian retail industry has come forth as one of the most dynamic and fast paced industries contributing 10 percent of the country*s GDP and 8 percent of its employment. India is Asia*s third and the fourth largest retail market globally offering massive investment opportunities. Organised retail in India has seen a continuous influx of players in to the market, but not all of them have tasted success yet because of factors like having initial investments that are required to break even with other companies. The Indian retail market environment is also ever changing with evolving consumer behaviour. Consumer experiences play a decisive role in their buying decision. Over the last decade we have gone from a liner retail focused model to today*s iterative, digital-centric model of customer behaviour. Retail branding has become complex due to the presence of dual layered of objectives-stablishing a differentiated positioning of the retailer and its own line of goods, secondly, making the positioning attractive enough for successful off take of other manufactures brand. India*s favourable macro-economic indicators, investor friendly policies and rapid growth in consumption are driving the growth of the retail sector in the country as a whole.