"For the moment big retail chains don't have a personalized service. My vegetable seller delivers the goods at my doorstep and I'm sure of the quality. Even if big supermarkets start a home delivery service I'll never be sure of the quality." "Distances and traffic are a big problem" for 45-year-old Adesh Malhotra living in the country's capital New Delhi. "The retail store close to my house has little or no variety at all. The bigger supermarkets are far from residential areas and it takes more than two hours to get there." The amount I try saving on groceries, I end up spending it on petrol." 'Bumpy ride for foreign giants' Wal-Mart signed a deal with Indian telecom leaders Bharti in 2006 and is ready to make a dent in the first quarter of 2008. But it will not be an easy ride for Wal-Mart, according to Wharton professor of marketing David Bell says "Wal-Mart will have to take a close look at the extent to which they will have to 'customize' their approach to local market conditions.