95% of India's retail industry is run by small entrepreneurs. From street corners to bazaars, in small stores and narrow lanes, the sounds of street callers are matched only by the colors of their merchandize. Every sale is fortified by history, rhythm and tradition. But the traditional landscape is in a state of flux. The affluent population in India has created a demand for superstores and malls. Malls are sprouting up like mushrooms between huts and tenements forcing small store-owners to take to the streets to fight for survival. In India's race to modernization who will get the best bargain?