New Categories from Modern Retail to Kirana Shop

India's organized retail is estimated at $28 billion with around 7% penetration but is expected to grow to 21% and become a $260 billion business over the next decade, says a recent report by Boston Consulting Group.


What modern retail offers to companies experimenting with new categories is the chance to educate customers which was not the case with a general trade store. Category creation and market development starts with modern trade but as more consumers start consuming this category, they penetrate into other channels.


Market development for new categories takes time so brand wars for leadership and consumer franchise will be fought on the modern retail platform. A new brand can overnight compete with established companies by tying up with few retailers in these categories

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