The economic and social importance of unorganized retailers in rural India

This study investigates the significance of rural unorganized retailers to the Indian rural society, providing specific attention to the social and economic roles performed by unorganized retailers in Indian villages. The present study argues that rural unorganized retailers serve as an economic engine driving the Indian rural society. At the same time, these retailers also serve multiple social functions. A content analysis method is used in this study, following a theoretical review of existing literature, to identify the existing themes in the study of rural unorganized retailers in India. Building upon these identified themes, a detailed discussion on the reasons for the significance of this entity is presented. By identifying the reasons for the influence of rural unorganized retailers along with a converse theorization on rural consumers' dependency on these retailers, this paper suggests a framework to explain why rural unorganized retailers are socially and economically important for Indian rural societies. This study is aimed at drawing the attention of policy-makers and marketers to the significant socio-economic role played by rural unorganized retailers, so that relevant steps may be taken towards sustenance and growth of this important entity. (C) 2015 Elsevier Ltd. All rights reserved.