In the last two decades, the developed and developing nations have seen their economies change from being a manufacturing-led to a service-led, in terms of wealth creation, employment and investment. From the day, when our country opened the doors of our economy to the process of liberalization, privatization, and globalization, the manufacturers as well as the distributors of both domestic and global markets have started to herald their products in our rural destination. The increase in the number of south Indians working in rural environment, the exposure of products through the media, frequent trips abroad made by the rural educated youth, and the level of increasing literacy in south Indian rural public, have all created a brand consciousness among south Indian rural customers.

They equate brand with quality, prestige, and status. At present, the penetration of Fast Moving Consumer Goods (FMCGs) in rural markets has delineated the new marketing strategies to promote their branded items available in all rural outlets. So, they have started to adopt channel enhancement strategies in south Indian rural markets, where availability determines the volumes and market share.

The word `retailing' has its origins in the French verb `retailer', which means to cut up, and refers to one of the fundamental retailing activities, which is to buy in larger quantities and sell them in smaller quantities. Retailing is the activity of selling goods and services to a final consumer for his/her own use. It is concerned with getting goods in their finished state into the hands of customers who are prepared to pay for the pleasure of eating, wearing, or experiencing particular product-items.

Retailing is all about distribution of goods and services. The word "retailing" has its origins in the French verb "retailer" which means to cut up, and refers to one of the fundamental retailing activities, which is to buy in larger quantities and sell them in smaller quantities. Retailers form the link between the manufacturers, wholesalers, agents, and the customers. They are the persons who keep in touch with the customers and get an opportunity to understand their needs and preferences.

Management Research Journal, Retailing Channel, Liberalization, Privatization, Globalization, LPG, Fast Moving Consumer Goods, FMCGs, Indian Rural Markets, Consumer Goods and Services, Global Markets, Marketing Strategies, Indian Economy, Supply Chain Management, Entrepreneurship Development Program, EDP, Retail Marketing Management, Customer Relationship Management.