Managing Aesthetic Labour Through Hr Practices at Hypermarkets in Indian Retail Sector

The retail industry in India is booming and witnessing huge growth. It provides 8% employment, accounts over 10% of the Gross Domestic Product (GDP) of our country. The overall retail market is expected to grow at 12% per annum providing more employment opportunities in India in future and is believed to be one of the major contributors to the Indian economy. As the growth of this industry is driven by the staff and their approach towards customers, it is imperative that the industry hire skilled and quality manpower resources capable of maintaining good rapport with the customers. This is because the customer' revisit and recommendation to prospects to visit the store mainly depends on the staff' interaction with the customer, apart from the other factors. This necessitates the need to understand aesthetic labour practices in retail sector and the contribution of HR Practices towards bringing, developing, maintaining and governing these aesthetic labour skills among the store employees to provide delightful experience for the customers by means of their appealing look and approach ability. Based on the study, a model was developed linking Aesthetic Labour with the various HR Practices to foster business Ms. M. Pushpa | Dr. Minu Zachariah"Managing Aesthetic Labour Through Hr Practices at Hypermarkets in Indian Retail Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-5 , August 2018, URL: http://www.ijtsrd.com/papers/ijtsrd15811.pdf http://www.ijtsrd.com/management/hrm-and-retail-business/15811/managing-aesthetic-labour-through-hr-practices-at--hypermarkets-in-indian-retail-sector/ms-m-pushpa