Foreign Direct Investment and Retailing – A
New Way Forward
Ankush Bhargava1,
Dr. Rajanikant Verma2
1Assistant Professor,
Commerce Department, Zakir Husain Post Graduate
Evening College
(University of Delhi), Jawaharlal Nehru Marg, New Delhi-110002
2Associate Professor,
Commerce Department, Zakir Husain Post Graduate
Evening College
(University of Delhi), Jawaharlal Nehru Marg, New Delhi-110002
*Corresponding Author E-mail: ankush.bhargava@hotmail.com;
verma.rajanikant@gmail.com
ABSTRACT:
A fear appeal posits the risks of using and not using a
specific product, service, or idea such that if you don’t “buy,” some
particular dire consequences will occur. That is, fear appeals rely on a threat
to an individual’s well-being that motivates him or her toward action, e.g.
increasing control over a situation or preventing an unwanted outcome. However,
the scope of fear appeal is not limited in using it alone. It has been observed
that fear appeal is used subliminally along with other appeals playing the lead
role in various advertisement
The purpose of this paper is to review and examine the
fear appeal hidden in various advertisements which are classified under
different appeals such as Humour, Patriotism, self
esteem etc and their impact on purchase behaviour of
the viewers. In particular, this paper
includes the following sections: introduction, definition of a fear appeal,
study of a few advertisements showing subliminal use of fear appeals, and
summary.
KEYWORDS:
As per the current regulatory norms, in 1997
FDI in (wholesale) cash and carry with 100 percent ownership was allowed under
government approved route, the same had been brought under automatic route in
2006. The investment in single brand retail was initially allowed up to 51
percent in 2006 which in recent times has been relaxed to 100 percent.
The Indian retail industry is separated into
two parts organized and unorganized sectors. Organised
retailing implies to the trading activities of retailing undertaken by the
licensed companies those who are registered for income tax, sales tax etc.
whereas unorganised retailing implies the same old
stereotypical formats like the local kirana shops,
convenience stores etc. India’s retail sector have done tremendous growth in
the past few years and marked as the fastest growing sector in the Indian
Economy.
The Indian retail sector is highly dispersed
with 97% of the retail business is conducted by the unorganized sector of the
retail business, Though organized proportion is increasing year on year yet
this is quite low when compared to the other emerging countries. The retail
sector is the largest employment generator after the agricultural sector in
India and it has deep roots in the rural India and contributes more than 10% of
the India’s GDP.
RESEARCH METHODOLOGY:
There is ongoing debate over the FDI in
retailing last few years. The study thus discusses about what is the situation
of organized retail in India and challenges faced by organized retail. In the
past it had been evident that FDI had not been allowed in free and healthy mode
and there is no automatic route except cash and carry mode. The study is being
done in lights of how the FDI in retail will help the Indian economy, strategic
implication of FDI, and concern over FDI.
The study is basically to examine the implications of the
FDI in retail particularly with respect to Indian situations, FDI can have a
mixed bag of effects over Indian economy and seeing the present situation it is
evident that there will be displacement of the labour
in the unorganised sector in the initial phase and
the by far and largely analysts say that the impact of FDI in retail will come
in the medium to long term and no immediate effects will be seen by the move.
The benefits for allowing FDI in the retail sector is
being discussed as it will immediately cater the problem of Inflation majorly
food inflation which had been the major concern for the Indian government from
the past few times, another major benefit will come to MSME’s as there is a
proposition from DIPP to have a local sourcing of 30% from SME’s. The concern
that majorly revolves around is the sudden displacement of the labour from the unorganised
sector, various socialist organization and parties are
actually against to the move due to the same reason. The benefits outweigh the
concerns regarding allowing FDI in retail and by far move can be fruitful for
the government from economic point of view.
The methodology adopted has been descriptive and
comparative methodology for this report. Secondary data has been used to
supplement the report of study. Data is relied on the books, journals,
newspapers and online database.
LITERATURE
REVIEW:
In 2004, The High Court of Delhi1 defined the
term ‘retail’ as a sale for final consumption in contrast to a sale for further
sale or processing (i.e. wholesale) a sale to the ultimate consumer.
Organised retailing refers to trading activities
undertaken by licensed retailers, that is, those who are registered for sales
tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses.
Unorganised retailing, on the other hand, refers to the
traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience
stores, hand cart and pavement vendors, etc. The Indian retail sector is highly
fragmented with 97 per cent of its business being run by the unorganized
retailers. The organized retail however is at a very nascent stage. The sector
is the largest source of employment after agriculture, and has deep penetration
into rural India generating more than 10 per cent of India‘s GDP.2
Evolution of Indian Retail Sector
AT Kearney’s seventh annual Globe Retail Development
Index (GRDI), in 2008 stated Indian Retail Industry to be the 5th
largest retail destination and second most attractive market in the world after
Vietnam for Investment.
Evolution of the retail sector is evident as the share of
the organised sector in 2007 was 7.5% of the total
retail market. Organised retail market in India is
very small but has tremendous scope; the total in 2005 was $225 billion,
accounting to 11% of GDP, Out of this only $8 billion of total revenue was from the organized
sector. According to AT Kearney, the organised
retailing is expected to grow at a great pace and expected to go up to US $833
billion by the year 2013. It is further expected to reach US $.13 trillion by
the year 2018 at a CAGR of 10%. Country is achieving high growth rate, the
consumer spending has also increased and is expected to grow further in the
future years. In last four years, the consumer spending in India climbed up to
75%. As a result, the Indian retail industry is expected to grow further in the
future. By the year 2013, the organized sector is also expected to grow at a
CAGR of 40%.
The key drivers for the growth in retail industry are
young demographic profile, increasing consumer desires, growing middle class
economies and improving demand from rural markets. Rising incomes and
improvements in infrastructure are expanding consumer markets and leading to
the convergence of consumer tastes. Liberalisation of
the Indian economy, increase in spending and per capita income also helps in
the growth of retail sector.
One report estimated that in 2011 Indian retail market
has generated sales about $470 billion of which $27 billion comes from the organised retail. Some claim opening up of the industry to
free market competition will enable rapid growth, but others believe that
growth of the industry will take time and will possibly be taking a decade to
grow to the level of 25%.3
In 2011, food accounted for 70% of Indian retail, but was
under - represented by organised retail. AT Kearney
estimated India’s organised retail had a 31% share in
clothing and apparel, while the home supplies retail was growing between 20% to
30% per year.4
Impact of FDI on Indian retail sector
The impact of FDI in retail will result in no immediate
impact but the benefits will definitely accrue over medium to long term. While FDI in multi brand
retail has been opposed by the several citing the fear of job losses, swiping
of traditional retail and rise in imports from cheaper sources like China,
advocates of the same indicates the increased transfer of technology, enhanced
supply chain efficiencies and boost in employment opportunities as the
perceived benefits. The entry of the retain giants like Walmart
will benefit the consumers by addressing the problem of inflation through price
reductions and reduction in agricultural waste. However some suggests that the
move will create an oligopolistic pressure on the farmers and consumers and at
the same time will throw the small retailer out of the game.
Benefits of the FDI in Indian retail
Firstly it will help in stretching up the balance sheets
of the cash deficient domestic retailers and bridging the gap between retailers’
capital growth and raise in the capitals.
Secondly local official authorities are benefitted from
the supply chain and human capital investments. Bargaining powers of retailers
and FMCG companies is also easy when the retailers attain size and scale.
Lowering inflationary pressure
It will also help in the reduction of inflationary
pressures in the following ways: Farmers can sell their products directly to
the retailer which will help in the reduction of the price paid to the
middlemen. Better supply of products and food helps in the less wastage of food
which was quite frequent earlier. This results in the betterment of products
and wide variety of choices for the consumers.
Recent studies quantify the price impact of entry by low
cost entrants. For example, using average citylevel
prices of various consumer goods, price dynamics in 165 US cities before and
after Wal-Mart entry suggest robust reduction in prices for several products
while magnitudes vary by product and specification, but generally range from
1.5–3% in the short run to four times as much in the long run (Basker, 2005b)5 with significant increases in
consumer surplus especially for lower income households (Hausman
and Ephraim, 2007).6
Improving Distribution and other allied Technologies:
It also improvised the productivity by direct sales and
elimination of the middle men who used to dominate the outflow of the value
chain and the pricing. This sector has also opened up the opportunities in
various sectors like agro processing, marketing, logistics and front end retail
business.
The Indian Prime Minister, Dr Manmohan
Singh, called for a debate on the opening up of the sector on similar lines,
pointing to the vast difference between farm gate and consumer prices.7
In this context, the DIPP’s discussion paper points out
that the farmers get just a third of the total price paid by the final
consumer, as against two-thirds realized by farmers in
nations with a higher share of organized retail. FDI in retail, therefore,
could be an efficient way of addressing concerns of farmers and consumers (DIPP
Report, 2010).8
Boost in employment opportunities and Growth
of SME’s:
DIPP report also suggested that with the rider of
sourcing the 30% manufacturing from local SME’s would also provide a cushion to
boost the Growth of SME’s in India. Moreover the expansion in the retail would
generate significant employment source especially among the rural and semi
urban population. The discussion paper suggested that there is good possibility
of encouraging 50% percent of the rural youth in the FDI retail outlets.
The data below can give you a glimpse how successfully
the implementation had taken place in some countries:9
|
Country
|
FDI Limits |
Benefits |
Remarks |
|
China |
100% |
First permitted in 1992 with
foreign ownership restricted to 49%, progressively lifted and now no
restrictions Over 600 hypermarkets opened
between 1996 and 2011
The number of small outlets (equivalent to ‘kiranas)
increased from 1.9 million to over 2.5 million
Employment in the retail and wholesale sectors increased from 28
million people to 54 million people from 1992 to 2001 |
Impressive growth in retail and wholesale trade |
|
Thailand |
100% |
Referred to a country where FDI had
an adverse effect on local retailers
Has a limited capital requirement for retail and wholesale outlets |
Growth in agro processing industry |
|
Russia |
100% |
Supermarket revolution took place
in 2000s Heavy growth registered |
|
|
Indonesia |
100% |
Modern retail took off in 1990s No limit on number of outlets Matahari
is leading chain |
|
Concern regarding FDI in retail
The impact of local incumbents on domestic and unorganised sectors has resulted in the unfair competition
and has ultimately resulted in the exit of large scale industries. It has
mostly affected the small family managed outlets.
This has also disintegrated the supply chain of global
retailers which results in the control from both the ends. It ignored
consumer’s welfare because of the prices dictated by the big retail companies
on account of their position in the market. Non remunerative prices affect the
farmers which they source it from various corporate companies.
Various political parties, trade unions and associations
have criticised FDI in retail out rightly. It is
argued on the grounds that Indian retail market is still needs to be evolve and
needs time to consolidate their position in the market and relatively not
prepared for the competition from these big retailers.
Indian retailers have argued that since lending rates are
much higher in India, small retailers thus are at disadvantageous position with
foreign retailers who have access to funds at lower interest rates.
CONCLUSION:
The move of opening up of FDI in retail can be a mixed
bag of problems and solutions for domestic markets and players. While initially
the small retailers will definitely get affected with the entrance of modern
retail outlets, but the adverse impact is expected to be short termed and will
weaken over time. Though the long waited move will not reap benefits in the
short term, it will prove to give benefit in the long run.
The major boost will be for the economy and hence
expected to increase the purchasing power capacity of the country this major
change is the strongest reason in support of FDI, farmers will get benefit of
the direct marketing window with these big retail giants and thus can be get
better remunerated, but the farmers need to be backed up by the government with
proper policy making for non-exploitation in the long run by the foreign
retailers. Competition Commission of India needs to play a proactive role and
hence needs to check the predatory pricing policy which can hamper the interest
of other retailers in the market. Innovative government measure needs to be
taken to mitigate adverse effects over small retailers like introducing some
riders in every essential field of retail.
In this paper we have talked about various issues,
primarily on the front it seems that advantages will outweigh the disadvantages
associated with the unrestrained FDI in retail and the same can be deduced with
the experimental success of the move in countries like Thailand and China where
the issue of allowing FDI had also met up with the initial protest but later
turned out to be the most promising decision in light of economic and political
environment. As expected the India can capitalize on the move of allowing FDI
will bring more competition in the retail market and the reformation of the
rural sector can eventually bring in the socio-economic stability in the
economy.
REFERENCES:
1.
Association of Traders of Maharashtra v. Union of India,
2005 (79) DRJ 426
2.
India‘s Retail Sector (Dec 21, 2010)
http://www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf"
3.
Indian retail: The supermarket‘s last frontier", The
Economist, 3 December 2011.
4.
Retail Global Expansion: A Portfolio of
Opportunities". AT Kearney. 2011.
5.
Basker, Emek, 2005b.
“Selling a Cheaper Mousetrap: Wal-Mart's Effect on Retail Prices,” Journal of
Urban Economics, Vol. 58, No. 2, pp. 203-229.
6.
Hausman, Jerry A. and Ephraim Leibtag,
2007. “Consumer Benefits from Increased Competition in Shopping Outlets:
Measuring the effect of Wal-Mart.”Journal of Applied Econometrics, Vol. 22, No.
7, pp. 1157–1177.
7.
Speech at conference of Chief Minister on Prices of
Essential Commodities, 5thFebruary, 2010
8.
Department of Industrial Policy and Promotion, 2010.
“Foreign Direct Investment (FDI) in Multi Brand Retail Trading,” Discussion
paper. Available at http://www.dipp.nic.in.
9.
Press Information Bureau, ICRA, December 2011.
Received on
10.01.2014 Modified on
22.01.2014
Accepted on
11.02.2014 © A&V
Publication all right reserved
Asian J.
Management 5(2): April-June, 2014 page 117-120