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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Bridging gapsretail in the emerging Indian market

DHEERAJ SINHA

Dheeraj Sinha is the author of the book Consumer India: Inside the Indian mind and wallet. He is the Regional Planning Director at Bates (a WPP Group company), Asia.

Driving inclusion

In an emerging economy like India, organizing the supply chain is a major challenge for retailers. Retailing in this market thus requires a significant investment in the upper levels of supply. Most retailers who are setting up shops in emerging markets like India have made investments in the areas of agricultural procurement and manufacturing lines as well as cold chains. As KS Narayanan, Managing Director of McCain Foods India, puts it:

Agronomy is so crucial. For 10 years, we did only agronomy ...

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