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Dmart: "Buy It Low, Stack It High and Sell It Cheap" - Dmart

DMart is a chain of hypermarkets and supermarkets in India owned by Avenue Supermarts Ltd. It was started in 2000 by RK Damani to provide value for customers through reasonable pricing. DMart offers a wide range of products across all major brands under one roof at its stores located in high traffic areas. It focuses on value for customers through discounts, strong vendor relationships where it pays vendors on time to avoid stockouts, and good work culture and training for employees.

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Jainish Porwal
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381 views1 page

Dmart: "Buy It Low, Stack It High and Sell It Cheap" - Dmart

DMart is a chain of hypermarkets and supermarkets in India owned by Avenue Supermarts Ltd. It was started in 2000 by RK Damani to provide value for customers through reasonable pricing. DMart offers a wide range of products across all major brands under one roof at its stores located in high traffic areas. It focuses on value for customers through discounts, strong vendor relationships where it pays vendors on time to avoid stockouts, and good work culture and training for employees.

Uploaded by

Jainish Porwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DMART

DMart is owned and operated by its parent company – Avenue Supermarts Ltd (ASL). Dmart
is a chain of hypermarket and supermarkets in India which was first started in 2000 in
Mumbai by R K Damani.
DMart is often known for its reasonable pricing strategies and a value for money. As R K
Damani was one of the finest Investor from the Dalal Street, he knew the demand and wants in
the Indian market. He dint want to provide the same service as his competitors, and choose to
stand different.
DMart is widely known to be a one-stop shopping destination to meet all the household needs
of a family. It offers a wide variety of products including – home utility products, foods,
toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances, Toys
& Games, Stationery, Footwear, and a lot more.

DMart wants to create an image as a discount store that offers most of the products from across
all major brands. Basically, a store that offers value for money! Now, since people mostly come
to Dmart because they all what they need under one roof; hence, Dmart stores are operational
in high traffic areas and across three formats including – Hypermarkets, Express format, and
lastly, the Super Centres.

DMart’s Success is focused on three things- Customers, Vendors and Employees.


Firstly, the Customers. DMart targets audience being the middle income group, it uses Discount
offers as a promotional tool for luring the customers and increasing sales as well. Their idea is
not to meet every consumer need like other competitors, but instead, Dmart aspires to meet
most regular consumer needs, while providing value for their money. And since, 90% of these
stores are owned directly by Dmart, they don’t have to worry about monthly rentals and their
rise, or relocation risk. All the money that is saved using this strategy is eventually offered back
to the customers in the form of discounts.
Second, Vendors. Vendor relationships are the second pillar of their Success. Since he comes
from a trader background, his vendor relationships have been his biggest strength. The FMCG
industry has a payment norm of 12-21 days, but Dmart pays its vendors on 11th day itself. This
helps him stay in the good books of the vendors and avoids stock outs. And since Dmart buys
in bulk and pays its vendors well in time, they also get to earn higher margins.

The Employees are the third pillar of their Success. Dmart offers good money, flexibility,
empowerment, and relaxed & efficient work culture. They even go on to hire 10th standard
dropouts with the right attitude and commitment. They prefer hiring raw talent, and then invest
heavily in training, to mould them as per their requirement.

“Buy it low, Stack it high and sell it cheap”


-DMart

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