Progressive Corporation has opened a chain of 40 rural retail stores spread in the states of Punjab, Haryana, Gujarat, Maharashtra, Andhra Pradesh, Tamil Nadu, West Bengal, and Orissa. The chain has been created in a mother-daughter format. These stores sell consumer as well as agri-products. A hub-and-spoke distribution network has been set up. The company has met with good acceptance among the farmer consumers including women and is now assessing its performance in the light of the feedback received from customers with regard to varying responses and profitability. It needs to develop a future strategy to distinguish itself from other players in organized rural retail.