Corporate initiatives for changing rural retailing scenarios in the new century

Rural retailing has become the latest marketing mantra of most of the corporate majors. True, rural India is vast with unlimited opportunities, all waiting to be tapped by the corporate sector. Not surprising that the Indian corporate sector is busy putting in place a parallel rural retailing strategy to penetrate rural market. The journey of urban markets to the rural markets has indeed been one of surmounting one hurdle after another; these include the 4 As - Availability, Affordability, Acceptance and Awareness - adopting themselves to the rural atmosphere marketers. Although there are many hurdles, the rural retailing is pivotal to the country's economic growth, social and political development. In this paper, we attempted to study different initiatives taken by corporate sector for same. By using case methodology and secondary data, the paper provides sound understanding the various initiatives. Further it is suggested that the more and more companies should explore the key opportunities and challenges of rural retailing in India. To be successful, these companies need to be more innovative, dogged and culturally sensitive in developing rural retailing strategies.