The effects of retail revolution on Sra family business

Abstract

The SRA Group was established in 1997, with two components; SRA Distributors and SRA Retails. The market dynamics have changed significantly over the last 25 years since they have entered the consumer goods and electronic industry. Many economic changes like liberalization & globalization, changes in tastes and preferences of the consumers, and technological factors like the retail disruption by e-commerce platforms have affected the business. The Indian electronic goods retail industry has been continuously growing despite these unprecedented changes. The main growth drivers have been the rising disposable income of consumers, the middle-class boom in tier two and tier three cities, an increase in the women workforce, rural electrification, etc. The e-commerce transformation also increased the digitally influenced sales, compressed margins of traditional retailers, thus impacting the small and medium enterprises like SRA Retails and the dealer networkof SRA Distributors. The purpose of this project is to analyze the effects of these changes and formulate strategies for SRA Retails to achieve growth, tap into new market demographics and grab new opportunities that the growing Indian consumer durables and electronic industry have to offer.