The IUP Journal of Marketing Management
Impact of Modern Organized Multi-Brand Retail Trade Stores on Street Vendors in India

Article Details
Pub. Date : May, 2023
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM020523
Author Name : Archana Srivastava and Manoranjan Das
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 28



The present study analyzes the impact of Modern Organized Multi-Brand Retail Trade (MOMBRT) stores on the livelihood of street vendors in the Indian cities of Hyderabad and Bhubaneswar. The study is based on a primary survey carried out using a structured questionnaire during November 2020 to January 2021 among different categories of street vendors in both the cities. The categorization of street vendors is made on the basis of their business location and types of items they sell. Using pooled regression method and descriptive analysis, the study concludes that street vendors are not affected by MOMBRT stores due to three major reasons: first, MOMBRT stores are at the initial stage of operation confined to tier-I and tier-II cities; second, the street vendors adopt new business strategies to keep their business afloat amid growing competition from the organized retail sector; and third, the market of the informal sector is much higher than the formal sector. As such, the impact on the livelihood of street vendors is negligible.


Rapid expansion of the organized retail sector in developing countries like India has raised apprehensions that it will damage the unorganized retail sector and may cause occupational displacement. This has been an emerging issue for both academicians and policymakers. This has come at a time when the informal sector is playing a key role in effectively creating employment opportunities for both the rural unskilled migrants and the retrenched workers from the organized sector. Despite its vitality, the sector seems to be neglected. The present study focuses on the role of street vendors in the urban informal sector.