Is modern retail still an urban phenomenon?

Retail has been and still is focused on the metro cities, while the real consumer is in smaller cities and rural areas. So far, the rush or retail still remains in the cities, but with the exorbitant real estate prices in urban areas, retailers are moving towards tier II and tier III cities. Cities like Ludhiana are booming, consumers have lots of money and an even greater will to spend it. The sooner retailers set up shop there, the better it will be.