the relative power structure of buyers and who is supplying will change. This is a challenge they have faced in developed markets where they deal with the Tescos and Safeways.” He expects the national brands in India, such as Hindustan Lever and Procter & Gamble, to figure out ways to help small stores with specially tailored services “to ensure they also thrive and do well.”Raju sees bigger benefits flowing to other players in the retail supply chain, such as farmers. “Companies like Wal-Mart coming to India, I hope, will help farmers because there will be fewer players in the chain,” he says. “Farmers could form cooperatives to supply directly to Wal-Mart rather than have to deal with multiple intermediaries.”