Though there are big opportunities for modern retail that combines competitively priced goods and pleasant ambiance, there are challenges which organised retailers face, making it a rocky route. The future retailing is a mix of the factory and the theatre elements a combination of robust structures and customer relationship with behind-the-scene operations. The big retailers tout the factory side and ensure that the store team is motivated to provide customer service. The store-owner manager operating locally in the neighbourhood provides theatre element through customer relationship and execution that gives quality goods at fair prices. Modern retail may take any route — consolidation, regionalization or localization. The big foreign retailers with a large market share operating here is an example of consolidation. In the US markets, some retailers have a regional domination. This model has applicability in India. The local retailers tradionally operating can continue to do business.