Niche marketing is a marketing strategy, which can be intelligently used by a small entrepreneur. He can try and identify his own USP (unique selling), which can be targeted towards some very specific market segments called a niche. By providing personal service, convenience and value to the customers, the small entrepreneur can successfully compete with the bigger market players. The standardized goods provided on large scale cannot cater to the special requirements of different segments of the market. For example, there is an emerging niche in the food market of health conscious people who want to consume only organically growth foods.

With the increase in number of murders and other crimes in big cities, entrepreneurs can tap the niche of households for installing security systems like alarms, CCTVs, cameras and other safety gadgets.

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