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Abstract
Indian retail industry is changing rapidly in this decade and observed a shift from brick and mortar channel retailing to omnichannel retailing. Internet penetration and mobile revolution changed the retailing environment across the world. Distribution channels are more dynamic and not limited only upto single channel conventional retailing i.e. brick and mortar channel retiling.
Changing of channels according to time is called Channel Dynamics. The purpose of this study is to identify the emerging channel dynamics in organized retail sector in India. This study observed that, Since 2014, E retailing started contributing significantly in India and now brick & mortar retailing channel and online retailing channels are existing simultaneously and this emerged multichannel retailing environment in India. Furthermore the emergence of omnichannel retailing is also observed through review of research studies in this dimension. This study also found that key players of Indian retail industry added online retailing channel, mobile channel, social media channel with its existing brick and mortar retailing channel and selling their brands through various retailing channels simultaneously hence channel addition , channel substitution , channel coordination and channel integration made retailing channel more dynamic in nature. A positive correlation is observed between internet penetration and market share of online sales. The dynamism of retailing channel is clearly observed due to shift of single channel retailing( B&M store retailing) to omnichannel retailing via multichannel retailing and cross channel retailing.