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Clothing and Textiles Research Journal
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An Opportunity Analysis Framework for Apparel Retailing in India: Economic, Social, and Cultural Considerations for International Retail Firms

Mansi Batra

Iowa State University

Linda Niehm

Iowa State University

Despite seemingly large market potential, little is known about the scope of opportunities and threats for international apparel retailers seeking to enter the growing Indian retail arena.A low level of organized retail penetration, coupled with an ineffective supply chain, characterizes the infrastructure of the Indian retail industry.Analysis of the current state of Indian retail, along with opportunities and threats to growth, would have immense significance for international retailers vying to enter the Indian market.This paper presents a conceptual framework that offers advice for international corporations regarding successful entry and sustainability in India. Using a metatheory approach, a series of testable propositions are presented in relation to opportunities for international retail development in the Indian apparel retail sector. Propositions are guided by theoretical perspectives from Rostow (1960) and Dunning (1988, 1993, 1995). Discussion and implications of the resulting opportunity analysis framework are presented for both academic researchers and retail practitioners.

Key Words: international retailing • Indian apparel retail • Dunning’s theory • theory development • metatheory

This version was published on October 1, 2009

Clothing and Textiles Research Journal, Vol. 27, No. 4, 287-300 (2009)
DOI: 10.1177/0887302X08327360
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