Retail Initiative with Rural focus- A Study of Godrej Aadhaar

Abstract

The Indian Rural market with its vast size & demand base offers great opportunities to marketers. Our nation is classified in more than 450 districts & approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns etc. The Indian retail sector is going through a transformation & this emerging market is witnessing a significant change in its growth & investment pattern.This paper investigates the latest developments in retail sector & the growth of modern formats in this country taking Godrej Agrovet – Aadhaar as the retailing model in rural segment of Indian economy, as it is making contributions not only in the field of retailing but also in facilitating credit to farmers & providing a platform to sell their produce, buyback of output, crop finance etc.