India’s Emerging Retail Systems

  • Coexistence of Tradition and Modernity
  • Nikhilesh Dholakia, Ruby Roy Dholakia, Atish Chattopadhyay
  • Journal of Macromarketing, March 2012, SAGE Publications
  • DOI: 10.1177/0276146712438900

Comprehensive field, secondary data, and theory-based view of India's transforming retail sector

What is it about?

The two senior authors have long experience of examining marketing systems worldwide, including India; and the third author is currently probably the India-based academic who is best-connected to the burgeoning retail sector in India. Putting these experiences and skills together has resulted in this paper. It shows that... yes... retail modernization is rapid in India but the traditional sector is resilient, innovative, and competitive in many situations.

Why is it important?

This paper owes a lot to Alladi Venkatesh and Terrence Witkowski. These editors were persistent in getting us (the authors) to put our years of experience with India's retailing into a paper that looked impossible to do at first (because of the challenging scope of bringing India's retail complexity into one paper) but eventually turned out to be a great intellectual exercise and resulted in a good product.


Dr Nikhilesh Dholakia
University of Rhode Island

The conceptually central intellectual force behind this paper is Ruby Roy Dholakia, whose range of retail-focused research efforts and writings span the whole spectrum of retailing, from the tiny 'kirana' stores of developing nations to the most cybernetically advanced online shopping contexts. The 'Resources' section provides key links to some of her work.

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The following have contributed to this page: Dr Nikhilesh Dholakia