Choupal Sagar: Problems of the Pioneer of Organized Retailing in Rural India

Authors

  • Subhadip Roy IFHE Campus
  • Prarthana Banerjee

Keywords:

daily necessities, Fast Moving Consumer Goods (FMCG), development of Choupal Sagar

Abstract

With a major segment of Indian population residing in the villages, and a significant part of them having purchasing power for the daily necessities, the Fast Moving Consumer Goods (FMCG) companies have shifted their focus from urban to rural India. Big industrial houses such as DCM, Mahindra, Godrej and corporate giants such as Hindustan Unilever and ITC have ventured into organized rural retailing. This case study traces the origin and development of Choupal Sagar, the rural marketing initiative of ITC. Based on secondary research, the case deals with issues in rural distribution, product management and rural marketing as a whole. It also enlightens on the growth stagnation faced by Choupal Sagar during 2007. The case also discusses the problems and challenges faced by rural retailing. 

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Published

2011-09-01

Issue

Vol. 8 No. 1 (2011)

Section

Cases

License

Copyright (c) 2011 Southeast Case Research Journal

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