Retail is India's largest growing industry, accounting for over 10 per cent of the country's GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market.

India is the fourth largest economy of world witnessed unprecedented level of economic expansion, presents lucrative and diverse opportunities for domestic and foreign companies in Indian market. Marketing strategy for Indian retail is necessary to be studied because the mind set of customer is entirely different. Here every one is interested in getting the value of their money and to make them realize that they are getting more than what they want is the marketing strategy which should be designed for them.

The practice of Retail Industry is guided by some basic underlying concepts that have not changed much over the centuries.

While developing my hypotheses, along with different ideas in Retail Marketing, I experimented in my classes at different management institutes over a number of years. I offer my grateful thanks to all my past and present students for raising several intelligent queries and doubts for help in my analysis later. I also owe my immense thanks to the work of all the authors on the subject, whom I have referred to during the research.

The objective of the text book is to explain these concepts of Retail Marketing in simple and understandable language. It is hoped that the book shall provide guidelines to all interested in research studies of one sort or the other

I am thankful to my beloved wife Rashmi Tyagi for typing the manuscript, doing the proof reading and being a source of continuous inspiration all through the work. I shall be grateful to the readers and academicians for their constructive suggestions in improving the contents of the book.