The concept of supermarkets is not new to Indian consumers. In recent years, the number of supermarkets has increased significantly, especially in metropolitan areas. Supermarkets in India house varied stores selling different types of essential products as well as luxury items. These Supermarkets are mainly concentrated in urban or semi-urban areas. Supermarkets operating in India generally have a heterogeneous mix of large and small individual retailers. Most of these supermarkets sell branded products from national and international manufacturers. Indian supermarkets offer products with different price ranges for each section of urban society. All these supermarkets claim to work on the principle that “consumers should have freedom of choice”. The customer is supposed to feel intimidated, disconcerted, by the large number of choices offered to him. It's no wonder that most of these supermarkets look the same. Mind-blowing research went into designing these places. A customer is forced to browse through thousands of other products to search for what they need. Supermarkets' concern is to increase their sales, and to do this they manipulate customers and their purchasing prowess into buying the items they want to sell. This is where point-of-purchase advertising comes into play. Point-of-purchase advertising or POP is a generic term for the display units (e.g. retail displays, window displays, interactive displays, literature dispensers, poster racks, sign holders, etc.) used to market specific goods and services, or as a vehicle to present point-of-sale advertising such as printed leaflets, posters or audio-visual media. ...... middle of document ...... form your own retail development model to meet your priorities, learn from challenges others have faced and successful examples of retail strategies “competitiveness with inclusion” among traditional retailers, wholesalers and farmers are entering an era of rapid retail transformation and concomitant food system change. Research by Reardon and Berdegué (2002) showed that the emergence of supermarkets in developing countries is relatively recent. Their expansion, however, was rapid. “Supermarkets are now dominant players in most of Latin America's agrifood economy, growing from a rough population-weighted average of 10 to 20 percent in 1990 to 50 to 60 percent of the sector of retail sales in 2000. » The share of supermarkets in the food retail sector in major Latin American countries is now similar to that in developed countries.