Retail boom in India gets optimistic response from rural India, as many state governments have allowed retailers to purchase produce directly from farmers. Experts believe that this will give a new thrust to the agricultural industry. Farmers are taking special care of produce to garner higher prices by selling directly to big retail companies such as Reliance and ITC. Over 2000 small farmers are already benefiting from organized retailing in Andhra Pradesh, and are dealing directly with companies without middlemen or intermediaries. As per analysts’ views, if more such steps are taken, the farmers will get higher prices for their produce and earn more money, that in turn with increase their spending capacity, which again will positively impact on the retail market.