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April 3, 2026Open Access

Relevance of Kautilya's Thoughts in Market Segmentation with Modern Days Market Segmentation

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Authors

PKPraveen A. KashyapRHRamesha H

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Overview

This article examines ancient market models to enhance understanding of modern market segmentation, implying valuable insights for rural retail.

Key Points

  • The aim is to explore Kautilya's Arthashastra and its relevance to contemporary market segmentation strategies.
  • Performed a secondary literature review of Kautilya's Arthashastra.
  • Developed a mathematical representation of Kautilya's demographic framework.
  • Analyzed the historical context of Kautilya's market town model.
  • Presented a case study of the Indian Haat as a modern application of the Sangrahana model.
  • Identified structural advantages of physical marketplaces like quality assurance and trust.
  • Proposed a phygital strategy combining physical and digital retail approaches.
  • Highlighted the relevance of Kautilya's market hierarchy as an analytical framework for today's marketplaces.

Cite This Study

Kashyap et al. (2026) studied this question.

synapsesocial.com/papers/69cf5ecb5a333a821460d6f7https://doi.org/10.5281/zenodo.19370891
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