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1Gopal Das is an Assistant Professor of Marketing at the International Management Institute, Kolkata. His work has been published in several international journals of reputed publishers like Emerald, Sage, Westburn, IIMA, Elsevier and Science Direct. He can be reached at gd.iitkgp@gmail.com
2Dr. Kalyan Kumar Guin is a Professor at the Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur, India. He can be reached at kalyan@vgsom.iitkgp.ernet.in
3Dr. Biplab Datta is an Associate Professor at the Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur, India. He can be reached at bd@vgsom.iitkgp.ernet.in
This paper traces the history of evolution of non-food retail in India and seeks to capture the key stakeholders contributing to its robust growth. In order to better understand the dynamics of non-food retailing, which is one of the fastest growing industry segments in India, the paper also identifies the associated opportunities and challenges that will impact new retailers and foreign brands’ decisions to enter the Indian market. The study is basically exploratory in nature. The study collected data from both primary (including in-depth interviews and survey with organised and unorganised retailers, consumers and non-food manufacturers) and secondary sources (drawn from industry sources, which included national and international published sources from 2005 to 2011). Findings show that consumer durables and footwear are evolving as major contributors to non-food retail growth in India, and that consumers, manufacturers and retailers play an important role in impacting the opportunities and challenges in the evolution process of non-food retailing in India. The study was exploratory in nature and did not use any statistical tests to prove or disprove any hypothesis; it focused on non-food retail only. This review provides a comprehensive understanding to both academics and practitioners of the opportunities and challenges prevailing in the Indian non-food retail market.
India, Retailing, Non-food products, Organised retailing history
JEL Classification: L81
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