Government regulations constrained tribals' integration with market economy and its benefits. Marketing facilitation institutions established by Government of India for minor forest produce trade had severe limitations. In this regard, an alternative to supplement or compliment government's work is necessary to improve tribal livelihoods. Non-government organizations (NGOs) which gained importance since seventh five-year plan were taking efforts for linking tribals to markets. Dhruva is one such NGO established in Gujarat state. Through orchard programme, it created alternative asset base for tribal producers and established production, processing and marketing facilities. It also created community-based organizations to sustain activities in the long run. This article, based on qualitative research, presents an analysis of Dhruva's efforts in integrating tribal producers with markets and changes taking place in their livelihoods.

PurposeThis study aims to examine the positive impact of showrooming on the fashion retail business by examining the interrelationship between deal-seeking on mobile devices and digital coupon redemption intention on mobile shopping intention.Design/methodology/approachPurposive sampling was used to obtain data from 496 fashion apparel customers using the database of an online survey collection platform. Stimulus organism response (S-O-R) theory was used to examine the influence of showrooming on showroomers' mobile shopping intentions.FindingsThe findings suggest price consciousness is negatively related to showrooming and product involvement is positively related. In addition, showrooming affects the intention to redeem digital coupons and mobile deal-seeking. The intention to redeem digital coupons boosted mobile deal-seeking behavior. The impact of mobile deal-seeking on showroomers' mobile purchase intention is significant.Research limitations/implicationsThis research focused on fashion product consumers and generalization of the findings may be limited. The literature on positive effect of showrooming phenomenon on brick-and-mortar stores are scarce further extensive research may provide substantial generalization.Practical implicationsThis demonstrates how showroomers may be successfully enticed to make purchases on the Brick-and-Mortar (B&M) store's online channel.Originality/valueThis study provides insights on navigating the showroomers into online channel customers.

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