en Cuevana 3. Retail is a 2500-year-old tradition in India with 95% of the trade being run by small entrepreneurs. But the retail scene in India is undergoing a rapid change. Malls are sprouting like mushrooms between huts and tenements. Everyone wants a piece of the pie. Mallamall is a visual and sensory portrayal of the burgeoning industry through the stories of people whose lives depend on retail.