A comprehensive case study of DMart?

A Comprehensive case study of DMart

DMart is a retailer that specializes in electronic, Home needs, and technological products. It has a wide selection of products, including Groceries, cellphones, laptops, tablets, and other electronics.

DMart also sells a variety of accessories for electronic products, such as cases, chargers, and headphones. DMart has a wide variety of prices for its products, making it a good option for budget-conscious consumers. It has a customer service team that is available to help shoppers find the right product and answer any questions they may have.

What is DMart?

A series of hypermarkets are run by the Indian retail company Avenue Supermarts Limited, often known as DMart. Radhakishan Damani launched it in 2002, opening its first location in Powai’s Hiranandani Gardens. December 31, 2019, it had 196 stores in 72 cities spread across 11 Indian states, including Maharashtra, Tamil Nadu, Karnataka, Uttar Pradesh, Daman, and Punjab. These states also included Andhra Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, and the National Capital Region. Avenue Supermarts Ltd. advertises DMart (ASL). The business’s main office is in Mumbai. A total of 7,713 permanent employees and 33,597 contract workers were employed by DMart as of March 31, 2019.

Avenue Supermarts Ltd. achieved a record-breaking market debut on the National Stock Exchange following its IPO listing. The market value of the shares increased to 39,988 crores after the stock market closed on March 22, 2017. This ranked it ahead of Bank of Baroda, Marico, and Britannia Industries as the 65th most valuable Indian company. With a market worth of almost 114,000 crores as of November 21, 2019, DMart is the 33rd largest business listed on the Bombay Stock Exchange.

History of DMart 

Aiming to provide clients with a broad selection of essential personal and home goods under one roof, DMart is a one-stop supermarket business. Every DMart location carries household necessities, such as food, clothing, cosmetics, kitchenware, bed and bath linens, home appliances, and more, all at reasonable rates that customers value. Its main goal is to provide clients with high-quality goods at reasonable prices.

Mr. Radhakishan Damani and his family founded DMart to meet the expanding demands of the Indian family. Since opening its initial site in Powai in 2002, DMart has expanded to occupy 284 locations throughout the Indian states of Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab, and Rajasthan.

The company is expanding, and they have more sites planned in more cities, as they strive to be the least expensive store in the areas where they do business.

Avenue Supermarts Ltd.(ASL)  is the owner and operator of the DMart supermarket chain. The business’s main office is in Mumbai. ASL is the brand owner of the names D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc.

Who are the founders of DMart

Avenue Supermarts Ltd. (ASL), a business created by Mr. Radhakishan Damani, owns and runs DMart. As a savvy investor in the Indian equities market. He has developed a company that continuously works to understand its customers’ needs in-depth and meet those demands with the appropriate goods. Mr. Damani, who firmly believes in sound business principles and high moral standards, has developed DMart into a productive, sizable, and successful retail chain that is well-liked by both partners and staff members.

How the DMart grown

DMart has chosen that its almost 250 stores have between 30,000 and 40,000 square feet in size. DMart is able to provide clients with a wider selection of items because of its relatively big shop size. In addition, customers may be persuaded to purchase items that are not on their “list” due to the low pricing being offered. DMart benefits when they spend more. But DMart is now acquiring larger department shops. DMart believes that more is better.

What is the company’s product lineup?

Speaking about Dmart’s product strategy, as was previously said, the firm offers a broad variety of goods. It has divided these goods into three categories: foods, non-foods, and general merchandise and apparel.

Groceries, staples, processed foods, dairy, frozen items, drinks & confectionery, fruits & vegetables, and other products are available under the heading of “Foods,” which accounts for close to 52% of total sales.

It sells toiletries, home care items, personal care items, and other over-the-counter items in its non-foods category, which accounts for over 21% of total sales.

Offering bed & bath, toys & games, crockery, plastic items, clothing, footwear, cutlery, and home appliances within its General Merchandise and Apparel Category provides close to 29 % of revenues.

Additionally, DMart offers a range of goods under its own brand under the names D Mart Minimax, D Mart Premia, D Homes, and Dutch Harbour.

How it has changed over time

DMart outlets are owned and run by India-based Avenue Supermarts Limited. Maharashtra, Gujarat, Daman, Andhra Pradesh, Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab, and Rajasthan all have more than 196 places where DMart is present.


As of June 30, 2021, total revenue was Rs. 5,183 crores (US$ 701.07 million), up from Rs. 3,883 crores (US$ 525.23 million) during the same time in the previous year.

DMart entered Haryana in September 2021 and opened a 94,000-square-foot shop in Faridabad.

2020 DMart shut down its two retail locations in Mumbai and transformed them into fulfillment facilities to support the city’s expanding e-commerce industry.


The business established outlets in Daman, Rajasthan, and the National Capital Region.

The corporation established 21 locations in 2016, which was the most in any fiscal year. There are now 110 stores in the firm.

In 2015, the business established locations in Madhya Pradesh and Chhattisgarh.

2014 saw a rise in the company’s shop count to 75.

In 2012, the firm underwent a conversion from private to public status, and its name was changed to Avenue Supermarts Limited. The firm now has more than 50 locations.

2011 saw the opening of the company’s outlets in Karnataka and Andhra Pradesh.

In 2010, the company’s shop count exceeded 25.

2007 saw the company’s first store open in Gujarat.

2003 saw the company’s first store open in Mumbai’s Powai neighborhood.

The business was formed in 2001 under the name Avenue Supermarts Private Limited.

What is the company’s competitive environment? 

The biggest multi-brand retailer in India, DMart, has continued to portray itself as a store with affordable goods.

To thank consumers and staff and increase market sales, they provide a variety of coupons. Customers are also given coupons when they achieve specific requirements for large purchases.

For instance, they give sweets and other items a 15% discount throughout the festival seasons. Additionally, it sells products at a discount of 50% or with a buy one, get one deal.

However, the corporation chooses to sell itself through newspaper advertisements and outdoor advertisements rather than engaging in overt marketing promotion. Additionally, it has partnered with HDFC Bank and provided further savings for payments made using HDFC Cards.

Current status and growth of DMart

Although DMart has one of the greatest offline presences among the big retailers, the retail behemoth has resisted leaving a digital trail because it doesn’t think it requires one.

Any successful brick and mortar or online business nowadays must incorporate digitization, thus Dmart should embrace this concept going forward as part of its overall development plan.

The business has made some progress on the digital fronts, such as by creating DMart Ready and installing a chatbot on Facebook Messenger, but there is still more to be done.

Although it’s excellent that DMart uses Facebook to inform and answer consumer questions, this represents the underuse of social media. It should concentrate on having a strong presence on these platforms because it is missing from Instagram and Twitter, which is a huge downside.

Speaking about its rivals, Future Retail (the organization that manages Big Bazaar in India) has kept up a powerful online presence. DMart should thus concentrate on its online presence as well to get a competitive edge.


DMart is the largest store in India and offers a variety of products including consumer electronics, fashion, home goods, and agricultural products. The company has a wide variety of products in different languages, making it easy for shoppers to find what they’re looking for. DMart also offers Budget-friendly products, which makes it a great option for consumers who want to save money.

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