A New Paradigm for Indian Supermarket Retailers Based on Customer-Centric Strategic Approach

Supermarket retailers in India are going through a cut-throat competition. Various innovative strategies are adopted by them to get the competitive advantage.The paper is based on both secondary data from literature as well as empirical data from the field. Constructs and research hypotheses are designed based on the theoretical framework. Aggressive customer-centric strategies are no doubt going to benefit the supermarket retailers in India in the days to come