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The important thing is that most of the income earned is basically 'pocket money'. Many of the people in this segment live at home, so rent and food is taken care of. BPO is just one example. From retail to insurance, entry level jobs are aplenty. IT firms added 55,000 mostly engineering graduates. Infosys alone recruited 10,000. This segment is very brand-conscious.

Retailing in Kerala

Retailing in Kerala is a subject too subtle and relevant; as Kerala is known as more of a consumer state rather than a producer state. The introduction of Margin Free Markets have turned out to be grand success, resulting in it becoming one of the largest retail chains in the country.

Margin Free Markets

Margin Free Markets is the largest retail chain in the state of Kerala and one of the leading retail chains in India. The first outlet of this chain started functioning on 26th January 1994 at Thiruvananthapuram. There are currently more than 275 franchisees of Margin Free Markets spread all over South India. The outlets are franchises and are not actually owned by the chain. The Consumer Protection & Guidance Society currently controls margin free markets, which is a registered charitable institution that started functioning in 1993. The consumers are assured of quality, quantity and the fair price of the goods sold through the Margin Free Markets.

Any retailer can upgrade his shop into a Margin Free outlet, by sending in an application to this society. If his application is accepted, he has to make the necessary investment required. These shops deal in the entire gamut of goods required by a home for its monthly consumption, viz., grocery, food and non-food FMCG items, fruits and vegetables, consumer goods & household articles.

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* Contributed by -
Thomas Cris Sarasam,
B.E. (Elec. & Comm.), Karunya Institute of Technology, Bharathiar University,
Currently pursuing MBA (Systems/Marketing), College of Engg, Trivandrum.