Retailers heading on rural market      

with rural India accounting for almost half of the domestic retail market, which is valued over $300 billion. Retailers have devised different models to serve rural markets. ITC promoted ‘choupal sagar’ has a hub-and-spoke model involving farmers. Themodel offers a rural shopping mall where they can sell their commodities and can buy almost anything including garments, cosmetics, electronics and even tractors. Other companies include Pantaloon Godrej’s joint venture (Aadhar), Reliance Retail (Fresh & Fresh Plus), Hindustan Unilever (Shakti), DCM (Hariyali Kisaan Bazaar) and Mahindra & Mahindra (Shublabh). Now, it is time for signage companies gearing up for rural areas where new stores will be mushroomed.