“Rural trends effecting the sustainable growth of retail sector: a critical study”

Rural India is a less developed countryside where the infrastructure is primitive, houses are of mud or brick but rarely painted well, the primary source of livelihood is agriculture, employment opportunities in the organized sector are negligible, eating choices are restricted to home-cooked, simple food, schools are far away, health facilities are rudimentary. But this vast unutilized sector is seen as a major retail market in the coming years. In the present study an attempt has been made to analyze how rural trends effecting the sustainable growth of retail sector