Retail Entrepreneurship: A Theoretical Framework For Indian Rural Retailing A Mehta

International Journal of Electronic Governance and Research Vol 1 Issue 1 October 2012
Retail Entrepreneurship: A Theoretical Framework for

Indian Rural Retailing
A Mehta
Abstract
A striking feature of India, and not just rural India, is the diverse and varied profiles of customers
& consumers but every aspect of their lives from birth, to education, to marriage, to livelihood is
influenced by the deeply imbedded Indian traditions & culture. Indian rural marketers &
entrepreneurs have been able to understand, to identify and to utilize these cultural diversities
and traditions. According to this years Global Retail Development Index India is positioned as
the leading destination for retail investment. The rural retail sector in India is witnessing a huge
revamping exercise as traditional markets make way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores along with fully customized services &
products. Over the last two decades the state & central governments in India have been able to
exercise far more independence in decision-making than in the pre-1980 period. This paper can
be useful to rural entrepreneurs, rural retailers & academicians interested in getting insights of
Indian rural retail industry for doing direct and indirect business in the Indian rural retail sector,
This paper studied & proposed a theoretical framework for the changing paradigm of the Indian
rural retail markets and suggests some ways in overcoming the roadblocks in Indian rural
retailing
Keywords: Entrepreneurship, Indian SMEs, Marketing, Sales, Rural India, Rural Retail
Introduction
By the year 2011, 1200 hypermarkets and 3000 supermarkets would function across India.
Retail, which will be rapidly transforming the Indian landscape during this period, would be
attracting an investment of as much as US $ 25 billion, more than 12 times that was invested
during the last one decade. Most of this growth is estimated to come from greater than 1000 tier
II towns of India (India Retail Report 2007).The McKinsey report (2007) on the rise on
consumer market in India predicts that in twenty years the rural Indian market will be larger than
the total consumer markets in countries such as South Korea or Canada today, and almost four
times the size of todays urban Indian market and estimated the size of the rural market at $577
Billion. Many rural development efforts have focused on building high-growth venture capital
businesses, while ignoring the needs of small retail and lifestyle operations that comprise a
majority of rural businesses. Lifestyle business entrepreneurs typically start businesses to provide
a source of income or to support a desired interest or lifestyle (Marcketti, Niehm & Fuloria,
2006). Although the number of independently owned, rural businesses has increased in the past
10 years, there is still a critical shortage of entrepreneurship in many rural communities
(Drabenstott, 2001). Prof Ramkishen Y. In his book ' New Perspective in Rural and Agricultural
Marketing: Case Studies' discusses through various case studies, product lifecycle of rural
A Mehta 1 www.ijegr.org
product and how they differ from urban products. He has also discussed standardization and
grading systems in India and their relevance in rural markets.
Figure 1: India Population Pyramid 2008-2020
The market research report The Indian Retail Sector An Outlook (2005-2010) 2010) analyzes the
greatly divided Indian retail market and the trends in its business. Issues such as foreign
investment restrictions, modern merchandiz
merchandizing
ing in India, logistics and payment terms for
distribution, role of channel members and growth trends in different regions are discussed. The
market research report further analyzes the sustainability of the Indian retail sector and on the
basis of 25 domestic stic and international companies the report has given a suitable business
model.According to Rural Marketing Association of India (RMAI) and MART, the rural
economy has not been impacted by the global economic slowdown that took place during the last
two years.
ears. Infact the rural economy grew at a phenomenal 25% in 2008 when the demand in
urban areas across the globe slowed because of the global meltdown. According to a white paper
prepared by CII-Technopak
Technopak fast moving consumer goods (FMCG) sales are up 23 per pe cent and
telecom is growing at 13 per cent in the Indian rural areas. Retailers are found in most all US
communities and the presence of a retail sector has been shown to be related to the well-being
well of
local citizens. However, despite the retail sector sectorss potentially important role in rural
communities, rural development initiatives have not generally invested in the retail sector
because dollars spent are likely to leak to large metropolitan areas where economic value is
added, and the smaller the community the greater the leakage (Gibson, Albrecht, & Evans, 2003;
Olfert & Stabler, 1994). The Union Budget for 2010 2010-11
11 has increased the allocation under the
National Rural Employment Guarantee Act (NREGA) giving a further boost to the rural
economy. With ith the initiation of various rural development programmes there have been an
upsurge of employment opportunities for the rural poor. The steps taken by the Government of
India to initiate proper irrigation, infrastructural developments, prevention of flood,
floo grants for
fertilizers, and various schemes to cut down the poverty line have improved the condition of the
rural masses. Yet these are insufficient and inadequate as per the percentage of rural area and
population.
Literature Review
An in-depth analysis on the telecom sector, conducted by Kurian and Tiyama brings out the sift
if rural population towards use of technology and modern means of consumers. Handelman
(1997) first introduced institutional theory as a framework for understanding retailers socially
motivated institutional actions and their role in market strategy development. Arnold,
Handelman and Tigert (1996) applied this theoretical perspective to organizational legitimacy
and its association with retail store patronage. Arnold, Handelman, and Tigert (1996) discuss
symbolic action from the retailer/consumer perspective to include the symbolic characteristics
instilled in a product or service such as social status or fashion level. The authors propose that
symbolic action moderates performative action. Handelman and Arnold (1999) expanded this
literature to provide an analysis of the role of socially motivated marketing actions within
business institutions. As per current literature & knowledge, application of institutional theory in
the context of small rural U.S. communities and in the task environment of local retailing is
unique to the marketing, economic development and entrepreneurship literature. The nature of
the retail sector, with retailers being employers, agents of change and places for social interaction
suggests that it would play an important role in developing and maintaining the resiliency of a
community. Community resilience, the ability of a community to adapt to change (Daniels,
2004) is reflected by a communitys social and cultural diversity, economic diversity, social
infrastructure and amenity infrastructure (Daniels, 2004; Horne & Haynes, 1999).
Striking features of Indian Retail (Source: Bigger growth- smaller towns next stop for
organized retail, The Mint, December 27, 2007)
At Subhiksha, 40 per cent of revenues and space come from cities that are not state
capitals.
At Vishal Megamart, 80 per cent of revenues come from tier II and III cities
Around 70-75 per cent of visitors end up buying from retail outlets in smaller places,
whereas, in large cities, it is around 50-55 per cent
Retail Operations in smaller cities result in extra 3 4 percent margin
To address the issue of the urban and rural gap and reaching to the rural masses can be addressed
by falling back on the Bottom of the Pyramid (BOP) marketing strategies as advocated by
Prahalad (2004) and the 4 As Availability, Affordability, Acceptability and Awareness
(Anderson and Biliou, 2007, Kashyap and Raut, 2005). The BOP marketing strategies basically
talk about aggregating the demand of consumers who have low individual purchasing power and
are spread out. The basic commercial infrastructure suggested by Prahalad and Hart (2002) for
the bottom of the pyramid markets constitutes of four things, creating buying power, improving
access, tailoring local solutions and shaping aspirations.
Figure 2: Share of Modern & Traditional Retail in India
Figure 3: Total Numbers of Retail Outlets in Selected Countries
Figure 4: Retail Trade in India
Source: Economic Census All-India

India Report (2005), Govt. of India, Ministry of Statistics and
Programme Implementation.
Figure 5: India Retail Market Growth
Figure 6: India Agriculture & Non-Agriculture Sector
Source: Economic Census All-India Report (1998; 2005), Govt. of India, Ministry of Statistics
and Programme Implementation
Figure 7: Sales Growth of FMCG Players: Historical Analysis
Figure 8: Rural India FMCG Growth

Source: NIELSEN
Figure 9 : The Rural & Semi-Urban Market Size
Availability , is about making the product reach the consumers and in the case of telecom
services studies have shown this to be the biggest barrier to be overcome (Anderson and Biliou,
2007). It has been acknowledged by many that distribution systems are the most critical
component and a barrier which needs to be overcome (Prahalad & Hammond 2002) for success
in marketing in rural areas. The task of distribution in these areas is considered to be more
difficult than in urban areas (Mandira, 1977), low density of population and inaccessibility
makes the problem of servicing villages individually difficult and often uneconomical. Direct
delivery of goods even to the top one percent of villages cost twice as much as servicing urban
markets (Ganguly 1985). Farm activity means agricultural activity and non-farm activity is used
synonymously with non-agricultural activity. There are two alternative approaches to define
rural-non-farm activities (Saith, 1992). The first is the locative approach in which the primary
criterion is that a RNF activity is performed in a location which falls within a designated rural
area. The second is based on the linkage approach where an industrial enterprise generates
significant development linkages with the rural areas. For purposes of this study we are using the
first. Rural-Non-Farm-Sector (RNFS) includes all economic activities viz., household and non-
household manufacturing, handicrafts, processing, repairs, construction, mining and quarrying,
transport, trade, communication, community and personal services etc. in rural areas. Rural-Non-
Farm-Activities (RNFAs), thus, play an important role to provide supplementary employment to
small and marginal farm households, reduce income inequalities and rural-urban migration.
Though, agricultural sector has played a very significant role for generation of rural employment
in the Asia and Pacific region, its contribution to the overall economy has greatly reduced in the
recent past (Asian Productivity Organization, 2004).According to the NCAER Rural
Infrastructure Report (2007), the demand for telecommunication services are surging across rural
India, as middle class and upper classes are growing in most villages but the tele-denisty levels
are very low 1.67 per 100 residents compared with average of 8.59 overall and 25.90 in Indian
cities. The second challenge is from the low purchasing power and limited disposable incomes in
these parts of the country. But this has been changing in the last few decades with agricultural
growth rate faster in the 1990s and 80s than the 1970s (CMIE 1996).
Green revolution through the introduction of hybrid seeds, fertilizers and systematic irrigation
had a major impact on agricultural productivity, and combined with it was a price policy which
ensured minimum support price, and in turn insulated the farmers from market risk, cheap input
policy and a stable demand (Vyas 2002) . These all lead to a quantum jump in the incomes of
farmers in the country. Initially the impact of green revolution could be seen only in the
prosperous agricultural states of the country but now slowly its influence has spread across the
country with the increase in irrigation (Bhalla & Singh 2001). Non-farm activities either keep
the poor falling into deeper poverty or are advantageous in lifting the poor above the poverty
line. Keeping this in view, it becomes imperative to identify the strengths and weaknesses of the
non-farm sector in India to focus on, in order to alleviate poverty. The strengths and weaknesses
of rural non-farm sector in India as highlighted by Mukherjee and Zhang (2005) have been
discussed below. The most significant bottleneck in generating higher levels of rural nonfarm
activity in India is the quantity, quality and reliability of infrastructure. For example, the World
Bank Investment Climate Survey for India indicates that power outages were one of the most
serious obstacles to the development of the nonfarm sector ( Economist, 2005; World Bank,
2005).
Although corrective steps are now being taken, increased infrastructure remains the most
important priority for the future. To achieve a sustained growth rate of 8 - 9 percent, the
investment rate has to be stepped up from the current level of 24 percent to nearly 35 percent
over the next decade, with investment directed at the rural sector (Planning Commission, 2000).
The characteristics of the rural areas, low population density and spread out population, difficult
topographical and climatic conditions make it difficult to provide telecommunication service of
acceptable quality by traditional means at affordable prices (CDOT, 2007). But with the
development of new appropriate technology like wireless technologies have been accepted that it
is possible to overcome these difficulties. Wireless technology has been proposed to be the first
viable infrastructure to rural and underdeveloped areas ( Pentland et.al, 2004) and Gunasekaran
and Harmantzis, (2007) have therefore recommended that villages near a larger town can take
advantage of the fiber backbone; a remote village can be connected via VSAT link. From the
fiber backbone, a point-to-point or point-to multipoint WiMAX link can be used to connect one
or more villages near the town, thus enabling WiMAX to distribute locally among all rural
community groups in a given village using long distance Wi-Fi technology The technology angle
to providing telecom services has been not been given much attention as it has been written on
by many authors and the focus of the current paper is marketing issues related to marketing if
telecom services. In the rural areas, lack of education leads to labor being stagnant in agriculture,
or moving to casual work occupations in the nonfarm sector, and not to salaried employment
with higher wages and benefits. Together with lack of technical skills, there is little incentive for
rural firms to invest in technology, leading to low levels of labor productivity in the rural
manufacturing sector compared to urban manufacturing (Chadha, 2003). It is not true that only
cheap brands sell in rural markets. Usha found that the sale of its economy models was falling
sharply in rural areas. Farmers prefer Usha's premier Century brand, though it is priced 20 per
cent higher (Das Gupta and Menon, 1990).
Regulation of the small-scale sector constitutes an important aspect of nonfarm development

policy in India. In the initial stages, capital investment restrictions were imposed to protect the
small-scale sector, especially in rural areas, from predation by large industry. Reservation of
products for the sector was initiated to create a domestic market and quantitative restrictions
imposed to protect them from competition from imports. At the end of the 1990s, however, these
very policies have become detrimental to the dynamism of the small-scale sector, especially in
the rural areas. Capital investment limits have discouraged economies of scale, and concessions
offered to small industry have created adverse incentives against re-investment. Several official
reports have recommended a substantial increase in the capital investment limit (from the present
level of around $200,000) to make better use of technology and improve productivity (Planning
Commission, 2000. The pricing issue is closely related to issues of positioning and packaging.
As competition in rural markets is generally with the unorganized sector or against a product
category, price is a critical factor in consumer choice. In rural markets, low price alone is not
sufficient. The price has to be convenient for both the consumer and the retailer. The absolute
amount is important. Prices of Re 1, Rs 2 and Rs 5 are favored but not Rs 3, 6, 7 and 9.
Cadbury's chocolate at Rs 6 and Relish at Rs 3 did not succeed and had to be withdrawn. To
maintain the absolute price, it may make sense to decrease volume instead of increasing price.
The absolute amount is more important than the contents (Rodrigues, 2002).
Proposed A to Z Theoretical Framework for Indian Rural Retailing

1. 4 As of Indian Rural Retailing.......
Accountability & Agency Theory,
Accessibility & Adoptability
Advertizing & Awareness
Affinity Marketing & Empathy ,
2. 4 Bs of Indian Rural Retailing......
Branding & Commitment,
Behavior and Attitude
Benchmarking & ,
Business Intelligence & Business Process Management
3. 4 Cs of Indian Rural Retailing.......
Communication, Coordination & Cooperation
Controlling,
Cost Engineering ,
Competency Building & Skills Development
4. 4 Ds of Indian Rural Retailing......
Decentralization,
Diversity,
Dedication,
Decision Making
5. 4 Es of Indian Rural Retailing.....
Efficiency & Effectiveness
Employment
Enthusiasm
Entrepreneurship,
Environment
6. 4 Fs of Indian Rural Retailing.....
Feedback,
Forecasting,
Feasibility &Flexibility
Focus
7. 4 Gs of Indian Rural Retailing....
Goodwill,
Guarantee ,
Globalization,
Grievances,
8. 4 Hs of Indian Rural Retailing....
Health, Safety & Security
Honesty, Morale & Ethics ,
Human Resource,
Horizon Scanning
9. 4 Is of Indian Rural Retailing.....
Integrality, Intermediaries & Institutionalization

Innovation & ideas,
Input & Infrastructure ,
Information & Internet
10. 4 Js of Indian Rural Retailing...
Just-in-time (JIT)
Joint Venture
Joint Demand
Judo Strategy
11. 4 Ks of Indian Rural Retailing...
Knowledge & Kickoff meetings,
Kotlers six marketing audits
Key Account Management (KAM)
Key Success Factors (KSF)
12. 4 Ls of Indian Rural Retailing....
Loyalty & Retention ,
Leadership ,
Liberalization & Local Language/Culture
Learning & Education
13. 4 Ms of Indian Rural Retailing....
Motivation,
Management,
Mission,
Media Marketing
14. 4 Ns of Indian Rural Retailing....
Networking & Nero Marketing ,
Negotiation,
Nature(Green Management) ,
Niche Marketing
15. 4 Os of Indian Rural Retailing....
Opportunity,
Organizational Development & Change (ODC),
Objectives ,
Output
16. 4 Ps of Indian Rural Retailing....
Policy & Strategy ,
Product, Pricing, Place & Promotions
Participations & Performance ,
Packaging & Segmentation
17. 4 Qs of Indian Rural Retailing....
Quality,
Quantity,
Quotation,
Qualitative & Quantitative Research
18. 4 Rs of Indian Rural Retailing....

Revenue & Profitability ,
Relationship Marketing
Resource & Risk Management ,
Rural Culture & Response Rate
19. 4 Ss of Indian Rural Retailing.....
Standardization & Six Sigma,
Specialization,
Simplification & System Development Life Cycle (SDLC),
Sensitivity & Socialization
20. 4 Ts of Indian Rural Retailing.....
Technology,
Training,
Team Work,
Targeting & Test Marketing
21. 4 Us of Indian Rural Retailing.....
Unity,
Unique Selling Proposition (USP),
Unique Users
URL (Uniform Resource Locator), an HTTP
22. 4 Vs of Indian Rural Retailing.....
Values,
Vision,
Village & Value Engineering
Viral Marketing
23. 4 Ws of Indian Rural Retailing....
Welfare & Warranty,
WBS (Work Breakdown Structure)
Wisdom & Wants,
Word of Mouth & Wow factor
24. 4 Xs of Indian Rural Retailing....
X-Efficiency
Xenology
Xylography
X Theory
25. 4 Ys of Indian Rural Retailing....
Yield & ROI,
Youth Market
Y Tree
Y Theory
26. 4 Zs of Indian Rural Retailing.....
Zero Base Budgeting & Zero Base Accounting
Zero Defect Policy
Zero Sum Game

Z- Score & Z Theory
Conclusion
In order to assess the impact of growing organized retail on different aspects of the economy, the
Indian Council for Research on International Economic Relations (ICRIER) was appointed in 2
by the Ministry of Commerce and Industry, Government of India to carry out a study on
organized retail focusing on the following issues:
Effect on small retailers and vendors in the unorganized sector keeping in mind the likely
growth in the overall market.
Effect on employment.
Impact on consumers.
Impact on farmers and manufacturers.
Impact on prices.
Overall impact on economic growth.
Indian Council for Research on International Economic Relations (ICRIER) has been asked by
the Ministry to analyze the above issues in the context of a growth scenario of 7-10 per cent per
annum in the next five years and in the light of practice in other fast- growing emerging market
economies (http://dipp.nic.in/English/Publications/Reports/icrier_report_27052008.pdf).A recent
Stanford Research Institute study suggests rural communities have several strengths including
low cost of doing business, high quality of life, ongoing improvement of education, and growing
levels of entrepreneurship and small business development (Capitalizing on Rural America,
2005). The U.S. Small Business Administrations Office of Advocacy recognizes that thriving
small businesses and associated lifestyle amenities are the nucleus of sustainable rural
communities (Advancing Rural America, 2001). In a retail business setting, performative
actions could be a range of behaviors aimed at enhancing business performance such as
competitive strategies, marketing strategies, management strategies, business leadership
behaviors, and a host of related actions. In contrast, institutional actions reflect strong and
established rules of acceptable social conduct. For rural businesses this could include behaviors
such as community support, community involvement, and community pride and commitment
(Handelman & Arnold, 1999). Some rural communities have effectively refocused and adapted
to the internal and external pressures of the last few decades. These communities have responded
to adversity quickly, and in doing so, protected the economic and social well being of residents
(Kulig 2000).
Rainey, Robinson, Allen, and Christy (2003) emphasize that effective rural economic
development programs must enable communities to understand global economic forces, analyze
their problems, and identify opportunities. They further suggest using local residents as resources
to organize and become involved in community problem solving. Rural communities must look
for ways to create synergies and enhance collaborative efforts. These observations parallel state
level issues and needs identified throughout rural America. Economic development initiatives
highlight needs for entrepreneurial development and the creation and retention of jobs and
businesses. Iowa, for example, is continually seeking ways to develop and enhance the economic
climate of its rural communities in the face of agricultural and global market change (Iowa
Values, 2003; Iowa Department of Economic Development, 2004). Today the rural market
offers a vast untapped potential. Development programs in the field of agriculture and related
activities such as health, retailing, education, communication, rural electrification, etc have
improved the lifestyles of village population. Rural India, which accounts for more than 70 per
cent of the country's one billion population (according to the Census of India 2001), is not just
witnessing an increase in its income but also in consumption and production.
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Retail Entrepreneurship: A Theoretical Framework For Indian Rural Retailing A Mehta

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International Journal of Electronic Governance and Research Vol 1 Issue 1 October 2012

Retail Entrepreneurship: A Theoretical Framework for

Figure 1: India Population Pyramid 2008-2020

Figure 2: Share of Modern & Traditional Retail in India

Figure 3: Total Numbers of Retail Outlets in Selected Countries

Figure 4: Retail Trade in India

Source: Economic Census All-India

Figure 5: India Retail Market Growth

Figure 6: India Agriculture & Non-Agriculture Sector

Figure 7: Sales Growth of FMCG Players: Historical Analysis

Figure 8: Rural India FMCG Growth

Figure 9 : The Rural & Semi-Urban Market Size

Regulation of the small-scale sector constitutes an important aspect of nonfarm development

Proposed A to Z Theoretical Framework for Indian Rural Retailing

Integrality, Intermediaries & Institutionalization

18. 4 Rs of Indian Rural Retailing....

Zero Sum Game

References & Suggested Readings

Berdegu, J.A. F. Balsevich, L. Flores, T. Reardon. 2005. Central American supermarkets'

Gunasekaran V and F Harmantzis. (2007). Emerging wireless technologies for developing

Hu, D., T. Reardon, S. Rozelle, P. Timmer, H. Wang. 2004. The Emergence of

Marketing and Sustainability -- Emerging Opportunities for Profitable Growth: Discussion.

Pentland A, Fletcher R, Hasson A. Daknet .(2006). Rethinking connectivity in developing

Vyas, V S.(2002). Changing Contours of Indian Agriculture. in Indian Agriculture in the

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