India is the 10th largest economy in the world with a GDP of USD 1700 billion and growing at an average CAGR of about 8%, next only to China. Indian economy is expected to touch almost USD 3100 billion by 2020 in real terms (Technopak 2011). Retailing is one of the important contributors of Indian economy and accounts for about 35% of its GDP. The Indian retail industry is one of the fastest growing in the world and it reached to Rs 66.39 lakh crore (US $950 billion) in 2018 at CAGR of 13 per cent and expected to reach Rs 76.87 lakh crore (US $1.1 trillion) by 2020. It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organised retail share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total retail market. In addition, Organised Retail Penetration (ORP) in India is low (7 per cent) compared with that in other countries, such as the US (85 per cent). This indicates strong growth potential for organised retail in India. The organised retail in India is growing at a CAGR of 20-25 per cent per year ((IBEF Report, 2019).

Though the sale percentage of organised retail in India is less, but the modern formats are showing very interesting trends due to changing lifestyles of consumers (Sinha and Jasola 2007). There is a drastic change in the consumer spending patterns due to the contribution of several demographic factors namely rapid income growth, increasing urbanization, growing young population, higher level of education etc.,(Swar2007 and Talwar2010). More and more players are entering the retail business in India to introduce new formats like malls, supermarkets, hypermarkets, discount stores, departmental stores and even changing the traditional looks of bookstores, drug stores, chemist shops and furnishing stores. The attraction of the retail business for foreign direct investment (FDI) has been open. This has led to vast expansion of the retail business with wide ramifications (Urvashi Gupta 2012, Mishra 2007 and Sinha 2002). Against this background, in this dynamic business environment, trends in shopper attitude & behavior and issues of retailing are undergoing a sea change. This demands marketing approaches to be altered accordingly. With the changing retail scenario, the consumers are bound to look beyond traditional retail stores towards organised outlets may be with some reservations.