Foreign Direct Investment in Retailing in India – Its Emergence & Prospects

AbstractOthers
2,612,618
In recent years the destination sectors in FDI haveTotal Worldwide
became more varied. FDI inflows have shifted from3,900,000
infrastructure, natural resources and export drivenSource: Extracted from M+M Planet Retail
manufacturing to other areas such as retailing,Arguments in favour of FDI in Retailing
tourism, construction and off shore services. A WorldFDI in retailing is favoured on following grounds:
Bank study showed that cumulative FDI inflows to(1) The global retailers have advanced management
the retail sector in the 20 largest developing countriesknow how in merchandising and inventory
amounted to US$ 45 billion in 1998-2002 (about 7 permanagement and have adopted new technologies
cent of the total of these countries). The studywhich can significantly improve productivity and
showed that after liberalization; countries such asefficiency in retailing. (2) Entry of large low-cost
Brazil, Poland and Thailand have received significantretailers and adoption of integrated supply chain
FDI in retailing.management by them is likely to lower down the
In spite of the recent developments in retailing andprices. (3) FDI in retailing can easily assure the quality
its immense contribution to the economy, retailingof product, better shopping experience and customer
continues to be are the least evolved industries andservices. (4) They promote the linkage of local
the growth of organised retailing in India has beensuppliers, farmers and manufacturers, no doubt only
much slower as compared to rest of the world. Overthose who can meet the quality and safety
a period of 10 years, the show of organised retailingstandards, to global market and this will ensure a
in total retailing has grown from 10 per cent to 40reliable and profitable market to these local players.
percent in Brazil and 20 percent in China, while in India(5) As multinational players are spreading their
it is only 2 per cent (between 1995-2005). Oneoperation, regional players are also developing their
important reason for this is that retailing is one of thesupply chain differentiating their strategies and
few sectors where foreign direct investment is notimproving their operations to counter the size of
allowed. Within the country, there have beeninternational players. This all will encourage the
protests by trading associations and otherinvestment and employment in supply chain
stakeholders against allowing FDI in retailing. On themanagement. (6) Joint ventures would ease capital
other hand, the growing market has attracted foreignconstraints of existing organised retailers and (7) FDI
investors and India has been portrayed as anwould lead to development of different retail formats
important investment destination for the global retailand modernisation of the sector.
chains. The present paper attempts to analyze theArguments against FDI in Retailing
reason why foreign retailers are interested in India,Many trading associations, political parties and industrial
the strategies they are adopting to enter India andassociations have argued against FDI in retailing due
there prospects in Indiato following reasons:
(1) Indian retailers have yet to consolidate their
position. The existing retailing scenario is characterized
After the waves of globalisation, liberalisation andby the presence of a large number of fragmented
privatisation marketing scenario particularly retailingfamily owned businesses, who would not be able to
has changed radically. These changes have resulted insurvive the competition from global players.
emergence of new environment for buyers’(2) The examples of south east Asian countries
behaviour and purchasing habits. The upper and uppershow that after allowing FDI, the domestic retailers
middle strata of the society now prefers to purchasewere marginalised and this led to unemployment.
well established branded goods from standard(3) FDI in retailing can upset the import balance, as
showrooms and it has transformed the entire picturelarge international retailers may prefer to source
and perception not only in the metro cities but almostmajority of their products globally rather than
in all big cities of our country. It is worth mentioninginvesting in local products.
that retailing in India has been hailed as one of the(4) Global retailers might resort to predatory pricing.
sun-rise sectors in the economy. According to A. T.Due to their financial clout, they often sell below cost
Kearney, a well known International Managementin the new markets. Once the domestic players are
Consultant, “India is the second mostwiped out of the market foreign players enjoy a
attractive retail designation globally, among thirtymonopoly position which allows them to increase
emergent markets.” Till now unorganisedprices and earn profits.
retailing sector was dominating retail trade in India by(5) Indian retailers have argued that since lending
constituting 98% of all retailing trade but now notrates are much higher in India, Indian retailers,
only traditional Indian retailers but giant Indian retailersespecially small retailers, are at a disadvantageous
like Reliance has entered in the area and is planning toposition compared to foreign retailers who have
expand its activities in this sector in a big wag. Evenaccess to International funds at lower interest rates.
world renowned retailing organisation like Wal-MartHigh cost of borrowing forces the domestic players
has decided to enter in India via joint venture withto charge higher prices for the products.
Bharti and French retailer Carrefour is busy in chalking(6) FDI in retail trade would not attract large inflows
out strategy to enter the hyper market andof foreign investment since very little investment is
supermarket retail format in India through Dubairequired to conduct retail business. Goods are bought
based retail major Landmark group.on credit and sales are made on cash basis. Hence,
In this context an effort has been made in this paperthe working capital requirement is negligible. On the
to review the emergence of global retailers in India,contrary; after making initial investment on basic
to examine the govt. policy relating to FDI in retailinginfrastructure, the multinational retailers may remit
and to evaluate the prospects of global retailing inthe higher amount of profits earned in India to their
India.own country. FDI in Retailing in India - Policy and
Why Global Retailers are Interested in India?Entry Routes
More specifically the global players are interested inIn India, till recently, FDI was not allowed in retailing,
India due to following reasons:but the Union cabinet on January 24, 2006
I) Strategic Location & Geography: India enjoysrationalised and simplified the FDI policy and allowed
unique geographical advantage. It is strategicallythe contentious issue of foreign investment in retail
located in Asia with access to all leading markets ofsector by allowing FDI up to 51 percent with prior
the World. With total area of 32, 87,590 Sq. Km,government approval for retail trade in single brand
Coastline of 7000 Km and borders with six countriesproducts. This would imply that foreign companies
India becomes most promising destination for thewould be allowed to sell goods sold internationally
foreign direct investment.under a single brand, viz. Reebok, Nokia, Adidas.
II) Versatile Demographics: Demographically with aRetailing of goods of multiple brands, even if such
population of more than 1.1 billion and diverse culture,products are produced by same manufacturer would
India is a land of all seasons. India presents a realnot be allowed. However, there are indications that
cosmopolitan population with diverse religions andthe Government may allow foreign investments in
culture. Hinduism, Buddhism, Jainism, Sikhism,retail segments where small domestic players do not
Christianity and Islam are the main religions of India.operate. The Department of Industrial Policy and
This variety of religions provides India with a diversePromotion is preparing a detailed policy for further
culture. Besides, India has versatile population ofliberalisation of FDI in the country, which is likely to
urban and rural nature. This versatility of populationbe announced before the budget 2007-08. As part of
makes India a ready made market for foreignthe proposed move, the Ministry has marked out
retailers.sports goods, electronics and building equipment as
III) Vast growing Economy: On economic front, Indiasome of the sectors that may be opened up with a
the largest democracy of the world, have a stable51% cap on FDI. The government is also considering
Govt. with robust programme of economic reforms.to permit multi-brand retail in such areas. The
India with a foreign exchange reserve of more thangovernment is likely to discuss the matter with the
US $120 billion, FDI of more than US $9.9 billionleft parties before taking a final call on the issue. The
,average GDP growth of more than 7% per annum,Left has initially stalled the government’s plans
rupee appreciation Vs U.S dollar of more than 2% into allow FDI in multi-brand retail on the grounds that
last two years and with a rapidly growing investmentit will adversely affect mom-and-pop stores.
in infrastructure has all the ingredients of a emergingIt is worth mentioning that FDI restrictions have not
economic super power. India is tipped to be thirddeterred prominent international players from entering
largest economy in terms of GDP by the year 2050India. Many U.S and other international retailers and
(Table 1)consumer goods companies consider India a
top-priority market with the potential for
Table 1: Forecast of GDP ($ Trillion)breakthrough growth. In this context (a) Wal-Mart
CountryCEO, John Menzar visited India in 2005 and met with
2010Prime Minister to discuss relevant issues.
2050Wal-Mart’s sourcing from India, which was
ChinaU.S.$300 million in 2004 reached to U.S.$1.2 billion in
3.02005.(b) Fashion brand DKNY is set to foray into
44.5Indian fashion industry through franchise agreement
U.S.Awith Indian company, S. Kumar’s. (c) Tommy
13.3Hilfiger, International fashion icon says that
35.2“We are going to build a wonderful lifestyle
Indiabusiness here” (d) Phillip Morris is ready to
0.9unveil its plans for kraft in India through Kraft Jacob
27.8Suchard (KJS) India, a wholly owned arm of Philip
JapanMorris India (e) Starbucks has expressed its interest
4.6in entering India through the franchise route.
6.7Although before January 24, 2006 FDI was not
Brazilallowed in retailing, many international players are
0.7operating in the country. Some of entry routes
6.1employed by them are discussed in details as below:
Russia(a) Manufacturing and Local Sourcing: Companies that
0.8set up manufacturing facilities are allowed to sell the
5.9products in the domestic market. Consumer durable
U.K.companies such as Sony and Samsung have entered
1.9the retail sector through this route. Due to high labour
3.8cost in their domestic market, many international
Germanybrands are setting up manufacturing bases in
2.2developing countries such as India and China and / or
3.6are sourcing products from local manufacturers. For
Italyexample, Levi's and Tommy Hilfiger are sourcing
1.3products from Indian manufacturers like Arvind Mills.
2.1Benetton has a manufacturing unit in India. Other
Source: McKinsey Quarterly Nov.04international brands like GIVO from Italy have set up
In such a scenario every multinational aims to set upexport-oriented manufacturing facilities. These
a base in India, not to participate in Indian growthcompanies are allowed to sell products to Indian
story, rather to build their own future.consumers through franchising, local distributors,
IV) Retailing: The Emerging Revolution: Retailing is theexisting Indian retailers, own outlets, etc.
largest private industry in India and second largest
employer after agriculture. The sector contributes to(b) Franchising: Franchising is the most preferred
around 10 percent of GDP. With over 12 million retailmode through which foreign players have entered
outlets, India has the highest retail outlets density inthe Indian market. It is the easiest route to enter the
the world. This sector witnessed significantIndian market. Franchising is often used as a mode to
development in the past 10 years from smallexpand the market of a particular retail enterprise
unorganized family owned retail formats to organizedoutside domestic economy since it allows firms to
retailing. Liberalization of the economy, rise in perexpand without investing their own capital, is based
capita income and growing consumerism hason local expertise and enables firms to curb local
encouraged large business and venture capitalist inoppositions and regulations. This is the most common
investing in retail infrastructure. The importance ofmode for entry of fast food chains across the world.
retail sector in India can be judged from followingApart from fast food chains like Pizza Hut, players
facts (a) Retail sector is the largest contributor tosuch as Lacoste, Mango, Nike and Marks and
the Indian GDP (b) The retail Sector provides 15%Spencer, have entered the Indian market through
employment (c) India has world largest retail networkthis route.
with 12 million outlets (d) Total market size of retailingFor setting up franchising operation, the foreign
in India Is U.S $ 180 billion (e) Current Share ofplayers are required to take permission from the
Organized Retailing is just 2% which comes around toReserve Bank of India (RBI). RBI often imposes the
$3.6 trillion (f) Organized retail sector is growing @condition that franchisers have to bring in foreign
28% per annum.investment and set up a base for carrying on
V) Indian Retailing: Opportunities Unexplored: India isoperational activities. A foreign franchiser not wishing
sometimes referred to as the nation of shopkeepers.to make a direct investment would have to render
This is because the country has the highest densitytechnical assistance to the franchisee. Some
of retail outlets - over 12 million. However, unlikefranchisee, such as Pizza Hut has made significant
most developed and developing countries, Indian retailinvestment in the supply chain.
sector is highly fragmented and bulk of the businessThe arrangements between franchisee and franchiser
is in the unorganized sector. As compared to Chinaare found to be extremely flexible and are based on
(Table 2) the presence of global players in India isnegotiation between the two. Some Indian
very lessfranchisees have complained about high franchising
Table 2: Number of Foreign Retailers in India &fees together with high real estate costs, high import
Chinaduties and other costs escalate the prices. For
Retailerinstance, the cost of a Marks and Spencer product is
Chinahigher than not only the brands produced
Indiadomestically but also in comparison to the price of
Wal- Martthe product in the UK. The high prices restrict the
40ability of the foreign players to penetrate the market
Carrefourbut they have entered the country to make their
53brands visible to the huge Indian market.
TescoIf FDI is allowed in retailing, franchisees are not very
30sure whether they would hold the retailing rights for
Metrothe brands. According to industry representatives,
21since franchisees largely constitute of domestic
02traders (even some unorganised retailers have take
KFCup franchising rights) who have made significant
Over 1000investment in infrastructure, government through
04legislation must ensure that they do not loose out
Starbuckstheir franchising rights if FDI is allowed in retailing and
70the franchisers decide to change the mode of
McDonald’soperation. The existing franchisees have also
580expressed an interest in entering into joint venture
47with the franchisers if FDI is allowed in retailing.
Pizza Hut(c) Test Marketing: Test marketing is another route
110through which many foreign players have entered
75the Indian market. Foreign investment Promotion
Louis VuittonBoard (FIPB) allows foreign companies for test
06marketing of their products for a two-year period by
2the end of which they are required to set up
Pradamanufacturing facilities in India. Direct selling
10companies like Amway and Oriflame entered the
B&QIndian market through this route. Initially, Amway got
20an approval for test marketing for a period of two
Hugo Bossyears but they managed to secure an extension of
60one more year. At the end of the third year, they
02set up contract manufacturing facilities and brought in
Source: McKinsey Quarterly Nov.04foreign investment and technical know-how. Oriflame
India in such a scenario presents following facts totoo extended its test marketing license for a third
foreign retailers:year and at the end of which had set up a
- There is a huge, huge industry with no large players.manufacturing facility in Noida (UP) for producing
Some Indian large players have entered just recentlycertain specific products. Other products are
like Reliance, Trentimported and would continue to be imported from
- India can support significant players averaging $1 bn.abroad.
in Grocery and $0.3- 0.5 bn. in apparel within next tenNokia came to India through the test marketing
years.route in mid-1990s. Initially they got a license for two
- The transition will open multiple opportunities foryears to test their products in the Mumbai circle.
companies and investorsAfter three months of their entry they tied up with
In addition to the above, improved living standardsthe service providers to provide integrated services
and continuing economic growth, friendly businessto their customers. Due to pressure from the FIPB,
environment, growing spending power and increasingNokia had tied up with the HCL Infotech as a
number of conscious customers aspiring to ownstrategic partner for all India distribution of Nokia
quality and branded products in India are alsoproducts. After the success of its products in the
attracting to global retailers to enter in Indian market.country, Nokia had opened up an office but had not
set up a manufacturing facility and continued to
Major Global Players in Retailing: The top 30 globalimport all products (even models made specifically for
retailers together with their percentage of sale fromIndia). After another two years they divided the
grocery and the percentage of sales in domestic andcountry into four zones and entered into a strategic
foreign markets for the year 2003 are given in Tablealliance for distribution with Supreme for East and
3.West India while HCL continued with North and
Southern zone. Nokia had also applied for the cash
Table 3: Top 30 Global Retailers with their Sales inand carry license from the FIPB and has recently got
Grocery and Percentagethe license. Nokia is aggressively targeting the Indian
Share of Domestic and Foreign sales in Total Retailconsumers and plan to capture 75 percent of the
Sales, 2003 Rankmobile market in the next seven years. The
Companycompany, which currently operates as a wholesale
Country of Origincash-and carry, recently announced that it would set
Net Sales 2003 (USD mn)up manufacturing facilities very soon.
Grocery Sales (%)The test marketing route allows foreign players to
Domestic Sales(%)test the demand for their products in Indian market
Foreign Sales(%) 1.before undertaking investment. Even if FDI is allowed
Wal-Martin retailing, many foreign players would like to enter
USAthe Indian market through this route.
256,329
43.7(d) Wholesale Cash-and-Carry Operation: This is the
79.1route through which large international retailers such
20.9 2.as Germany's Metro Cash & Carry GmbH and
CarrefourShoprite Checkers of South Africa have entered the
FranceIndian market. The wholesale cash-and-carry
79,609operation is defined as any trading outlets where
77.4goods are sold at the wholesale rate for retailers and
50.7businesses to buy. The transactions are only for
49.3 3.business purposes and not for personal consumption
Aholdas in the case of retailing.
Neth.(e) Distributor: Companies such as Swarovski and
63,325Hugo Boss have set up distribution offices in India
84.0and these offices supply the products to local
15.8retailers. All products of Hugo Boss are imported and
84.2 4.distributed through the company's distributor.
Metro Group(f) Special Cases: The Sri Lankan retailers have
Germanyentered the India market through the initiatives of
60,532Export Development Board of Sri Lanka (EDB) which
50.5obtained special permission from the RBI to set up
52.9retail operations in India. The EDB has leased 17 retail
47.1 5.outlets in Spencer Plaza in Chennai in which Sri Lankan
Krogerretailers are showcasing and selling their products.
USAThe Sri Lankan products showcased in these stores
53,791are mostly at the higher end of the quality spectrum
70.2and can be brought into the country free of duty.
100.0This gives an advantage to large Sri Lankan retailers
0.0 6.like Hameedia not only to establish a global presence
Tescobut also to access the large customer base of India
UKat competitive prices. The EDB is also exploring the
50,326possibilities of setting up similar trade centres in other
74.6cities like Delhi and Mumbai. Although this mode has
80.1allowed retailers from Sri Lanka to enter the Indian
19.9 7.market without domestic manufacturing and sourcing
Targetconditions and some products sold by these traders
USAare similar to those sold by Indian retailers, EDB did
48,163not face any opposition from Chambers, retailers and
17.8the trading houses.
100.00Although the official policy is that FDI in retailing is
0.0 8.allowed only in one brand and that too up to 51% in
Reweretailing, but it has not acted as an entry barrier.
GermanyForeign players have a substantial presence in the
44,251country and have used several alternative unique
7.6routes to enter Indian Trading Sector. Some of the
71.4existing foreign players are listed below in table 4.
28.6 9.Table 4: Some Existing Foreign Players and
AldiProspective Entrants Retailers
GermanyType
41,011Status
83.67-Eleven
63.0Supermarket
37.0 11.Evaluating
ITM(Intermarche)Amway
FranceDirect selling
37,723Already in
77.3Auchan
72.2Hypermarket
27.8 12.Evaluating
Safeway(USA)Carrefour
USAMulti-format retailer
35,552Wait and watch
75.5Dairy Farm
85.3Multi-format retailers
14.7 13.Tied up with RPG
Schwarz GroupJC Penny
GermanyProduct sourcing
33,357Already in
83.0Landmark
66.2Department Store
33.8 14.Already in
Schwarz GroupLee Cooper
GermanyProduct sourcing
33,357Already in
83.0Levi's
66.2Product sourcing
33.8 15.Already in
WalagreensMango
USAApparel retailer
32,505Already in
380Marks & Spencer
100.00Department Store
0.0 16.Already in
AuchanMetro
FranceCash & carry
32,422Already in
57.2Oriflame
57.5Direct selling
42.5 17.Already in
AEONReebok
JapanOint venture
30,574Already in
47.2Shoprite
91.7Wholesale cash-and-carry and franchising
8.3 18.Already in
Ito-YokadoSony
JapanManufacturer Retailer
30,541Already in
62.5Wal-Mart
73.8Hypermarket
26.2 19.Agreement with Bharti
EdekaSource: FDI in Retail Sector, Department of
Germanyconsumer affairs, Government of India, p. 115.
29,670Conclusion
83.8It is evident that ever growing urban and rural
91.2markets in India represent an unprecedented and
8.8 20.vast unexplored opportunity for retailing to all types
Sainsburyof formats. Initially there may be certain reservations
UKand apprehensions in allowing global players in
27,995India’s retailing but if they are allowed in a
73.3phased manner on the basis of a well conceived and
85.1chalked out policy, they are likely to lead to more
14.9 21.investment in organized retailing and allied sectors. As
Tengelmannalready discussed, it would also lead to inflow of
Germanylatest technical know how, establishment of well
27,721integrated and sophisticated supply chains, availability
69.7of standard, latest and quality products, help in up
49.1gradation of human skills and increased sourcing from
50.9 22.India. Yet the following points may be kept into
Leclercconsideration in this context:
France1. Since the Indian retail sector is highly fragmented
27,332and domestic retailers are in the process of
59.9consolidating their position, the opening up of FDI
95.7regime should be in phased manner over 5 to 10
4.3 23.years time frame so as to give the domestic retailers
CVSenough time to adjust changes.
USA2. FDI should not be allowed for multi brand stores in
26,588near future, as Indian retailers will not be able to face
31.2competition with these stores immediately.
100.03. At present it is also not desirable to increase FDI
0.0 24.ceiling to more than 51% even for single premium
Casinobrand stores. It will help us to ensure check and
Francecontrol on business operations of global retailers and
25,958to protect the interests of domestic players.
73.3However, the limit of equity participation can be
58.9increased in due course of time as we did in telecom,
41.1 25.banking and insurance sectors.
Kmart4. Foreign players should not be allowed to trade in
USAcertain sensitive products like arms and ammunition,
23,253military equipment, etc. and the list of excluded
14.0products should be clearly stated in the FDI policy.
100.05. Generally super markets and hyper markets should
0.0 26.not be allowed in the mid of city so as to protect
Delhaize Groupthe existence of unorganised or comparatively
Belgiummedium sized retail organizations.
21,256The strategy of opening up should be backed by
77.1appropriate reform measures. India can learn from
20.1the experiences of other developed and developing
79.9 27.countries and develop its own strategies, laws and
Loblawregulations that would be in the best interest of the
Canadacountry. As of now, there is no proper definition of
18,002retailing or retail formats in India. International players
77.5are exploiting the situation and are often entering the
100.0market and expanding their businesses through
0.0 28.multiple routes and are operating in the country with
JC Penneymore than one format of retailing. The regulatory
USAregime should address these issues. The entry norms
17,786should clearly state the approval requirements,
16.9conditions / restrictions if any imposed, etc. The
99.4government should also strictly enforce the quality
0.6 29.standards for local production and imports.
Coles MyerReferences
Australia1. FDI in Retail Sector in India, Department of
17,523Consumer Affairs, Ministry of Consumer Affairs,
58.5Public and Food Department, Government of India.
99.42. U.S. Department of Labour, Bureau of Labour
0.6 30.Statistics. http//stats.bls.gov/iag/whole retailtrade.htm
Daiei3.
Japan4. The Earth Institute of Columbia University.
17,1585. The World Bank Group Website :
43.36. Swapna Pradhan: Retailing Management, The
98.9McGraw-Hill Companies(2007)
1.17. Chetan Bajaj, Rajnish Tuli & Nidhi Srivastav:
Total Top 30Retail Management, Oxford University Press (2006)
1,287,3828.