Corporate culture which has crept into the retail business demands lot of show and marketing strategies/tactics which in turn call for good premises in central areas at high maintenance cost etc.And naturally, all this leads to heavy payment of rentals which are becoming increasingly unaffordable to the small and petty retailers.Furthet,with entry of multinationals like Walmart in to the Indian market,the retail business is going to become still competitive but the beneficial for the ultimate consumers.Mobile marketing only appears to be a way out for the future retailers. Further,consumers too have become very cost conscious and prefer wholesale shopping of their bulk needs of the month,ceremonial requirements etc..In future, if at all retail business thrives,it thrives only with "mal" culture which has spread aggressively in metropolitans and big cities.In this case,however,the consumer is burdened with the overheads wrapped with the price.The fat salaries in the high fly sectors like IT,however,make the incidence unfelt and, in fact,people have started holidaying and enjoying the pleasure of shopping in mals in India too.Though this results in avoidable consumerism & less thrift which is not conducive for the individual and national economy at large,in a way,it serves the dual purpose of being a means for gay going and spree spending for the highly paid toiling throughout the week days AND a good business for the retailers at the cost of petty traders/hawkers.
