THE HYBRID RESILIENCE MODEL: INTEGRATING SOCIAL CAPITAL AND DIGITAL EFFICIENCY AMONG RETAIL TRADERS IN PUNE

The retail landscape in the Pune region is undergoing a period of significant uncertainty, characterized by a decline in physical foot traffic and declining daily sales due to the rapid rise of web-based shopping. This study proposes and investigates the Hybrid Resilience Theory, which posits that the long-term survival of small-scale retailers depends on a strategic integration of social capital with digital efficiency. Utilizing a mixed-methods approach and concurrent triangulation, the research examines how traditional strengths—specifically personal trust, indigenous credit systems, and long-term customer relationships—act as a "competitive moat" against the pricing advantages of global digital giants.

The study analyzes a decade of market evolution from 2015 to 2025, capturing shifts in consumer behavior across urban, semi-urban, and rural clusters, including Kothrud, Deccan, and Pimpri-Chinchwad. Quantitative analysis involving multiple regression and ANOVA is used to measure the "Trust-Premium," testing the hypothesis that social bonds and personalized service are stronger predictors of customer loyalty than simple price discounts. Preliminary literature reviews suggest that while digital disruption is a major threat, nearly 88% of India's retail remains unorganized and reliant on these personal links.

The findings are expected to reveal a "digital ceiling" where the sensory experience and human touch of physical markets outweigh the convenience of apps for specific consumer needs. Ultimately, this research provides a practical roadmap for merchants to adopt tools like UPI and WhatsApp outreach while preserving the traditional "bazaar wisdom" that supports the socio-economic fabric of Maharashtra.