Retail in India has historically been a market dominated by small 'kiraanas' \u2013 our version of \u2018Mom & Pop stores\u2019.A smart learner, the retail segment marched in tandem with technology, adapting quickly. Over the years, this evolved into what we call \u201cOrganized Retail\u201d \u2013 A term that promptly conjures up images of stores and supermarkets in the minds of the average city-dweller.Now here\u2019s a curve-ball: Organized retail contributes to only eight percent of total retail-related activity in the country.So, our understanding of the retail segment is restricted to barely a tenth of the country\u2019s population. Over the last decade, urbanization has created a second, sub-segment \u2013 the 'independent modernizing retailer'. These are either family-owned or entrepreneurs who have upgraded and modernized their stores. They now form the third segment, sort of \u2018under-the-radar\u2019, true, but significant enough for FMCG majors to take notice.These independent retailers combine the shopping experience of their larger so called \u2018organized' counterparts and the convenience of value added services (like home delivery, or loyalty programs).Bolt From the BlueLess than seven years ago, a new kid on the block came along and changed the entire concept of shopping as we know it \u2013 E-Commerce. A David-takes-on-Goliath scene ensued, and the underdog gave the dominator a run for its money. With the influx of smartphones and greater number of internet users in the country, digital devices\u2019 influence on in-store purchases is expected to grow significantly, highlighting the need for retailers to adopt an omni-channel strategy.The key to survival, however, is for \u2018brick & mortar\u2019 businesses and e-commerce to co-exist. Both channels ought to continue to complement each other.\u201cIf a retailer decides to be present across channels for the customer (omni-channel), leaving the choice to the customer as to which channel he prefers to shop from,\u201d believes Vidya Laxman, Director of Technology \u2013 Tesco HSC.In many respects, the continued growth of e-commerce is likely to depend on goods consistently arriving on consumers' doorsteps on time and at the right price, this challenge is not existing for \u2018brick and mortar\u2019 stores. This would continue to remain one major challenge for growth of E-Commerce and opportunity to traditional retail.