ABSTRACT
Increasing participation from multinational and global corporations is rapidly shaping the retail landscape in India. In spite of the growing modern retail, traditional retailing still continues to be the popular choice among Indian consumers. This paper aims to deconstruct the situated cultural differences that contribute to the success of traditional food retail systems in India. This study presents a theoretical model for cultural analysis of food systems that combines commodity systems analysis, actor-network theory and cultural economy model. Qualitative data was collected using shopping logbook method, semi-structured interviews and participatory co-design activity. The analysis reveals four culturally specific aspects of food and grocery retail in India. Communication and personal relationships, service and trust, supply chain and perishability, and store circulation were key attributes that shape successful food retail. Furthermore, the paper discusses key implications for global corporations planning to introduce new forms of food and grocery retail in India.
