Apparel—DMart’s slow moving consumer goods

Rivals like Zudio and Max, with better quality fare at comparable prices, are stealing a march, but DMart continues to back its losing line.

Mention DMart and discounts, value and savings come to mind. Since the launch of the supermarket chain in 2002, its owner Avenue Supermarts Ltd has focused on these aspects, creating an entirely new segment within organized retail in the process. Besides offering steep discounts on branded essentials in food and non-food categories, buyers can also pick up low-priced non-essentials, which the company calls general merchandise and apparel. 

The premise is simple enough—offer under one roof at its 336 (and counting) stores, almost everything that a price-conscious buyer would want while expanding the total addressable market. The icing on the cake …


Ujval Nanavati

Ujval leads our Business vertical at The Morning Context. In a corporate career spanning 14 years, he has worked across startups, consulting firms, multinational corporations and large Indian companies, including India Infoline, ICICI, KPMG, Tata Steel and Jubilant Pharma. Ujval has been a freelance writer and trainer for eight years, with bylines in Forbes India and The Economic Times.

Editor, Business