Abstract

The caselet discusses the emerging trends in the retailing industry. It explains the changing dynamics in the FMCG sector through the late 20th century, which forced the FMCG majors to revamp their product, marketing, distribution formats to meet the changing customer requirements or preferences.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The nature and changing dynamics of the Indian retailing business and the reasons behind the evolution of many organized sector players
• and The need for innovations and customer-centric strategies in the retailing & FMCG businesses.

Keywords

Penetrative pricing, market penetration, rural advertising, disposable income