Hearty Mart; a local retail success
Nadeem built a supermart for the common people of Ahmedabad.
Published in
2 min readMar 27, 2019
Brief:
- Nadeem Jafri is founder of Hearty Mart. He set up Juhupura’s first super market in Ahmedabad.
- Big Bazaar had inspired him. He had also thought of opening a restaurant or an advertising agency.
Why did he choose Juhupura?
- After Gujarat riots Juhupura attracted nearly 5 million refugees.
- As per the research of 588 households the average monthly expenditure on food-grocery, cosmetics and other fast moving consumer goods was nearly Rs 7,000.
- That would translate into a whopping Rs 45 lakh worth of business per month in Juhapura.
- He saw potential customers. Brands such as Reliance Fresh and Big Bazaar, had not ventured into restive Juhapura.
Hearty Mart today:
- It has more than 14 stores.
- It has also ventured into bakery business.
- It supplies whole sale grocery to 200 to 300 restaurants around Gujarat.
- It is training rural youth to set up organised retail.
Lessons for retailers of Delhi-NCR:
Jafri believes in ‘blue ocean strategy, which is about uncontested markets.
- Gauge the right consumer demand.
- Get the right inventory.
- Employ fair practices amongst investors, partners and employees.
- Create shop patrons and not just customers.
- Private labels have the highest margins.
- Invest in brand building.
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