Driving Inclusive Growth through Experiential Marketing: A Retail Perspective Mainak Kanjilal, Final Year Student, PGDIM, NITIE Utsav Ghosh, Final Year Student, PGDIM, NITIE Dr. Ranjan Chaudhuri, Assistant Professor (Marketing Area), NITIE

Study based approach coupled with primary research has been done to arrive at the conclusions. An analysis of the different prevalent formats has been done

and based on the findings a framework has been proposed for the business of retail in rural India. Literature review:-­‐ Considerable amount of research has gone into defining the key influencers of experiential retail and mechanisms for consumer engagement for business development. Verhoef et al. (2009) recognize the importance of past customer experiences, store environments, service interfaces, and store brands on future experiences. Research on converting a disinterested consumer into sales shows that involved customers likely focus on key product attributes rather than peripheral cues like price promotions (Chandrashekharan and Grewal, 2003).Thus to attract disinterested customers, in-­‐store activities and other promotional mechanisms go a long way in creating