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Avenue Supermarts Limited, d/b/a DMart, is an

Indian retail corporation that operates a chain
of hypermarkets in India. It was founded by Radhakishan
Damani in 2002, with its first branch in Powai's Hiranandani
Gardens.[3] It has 302 stores in 100 cities across 14 states in
India including Maharashtra, Andhra
Pradesh, Telangana, Gujarat, Madhya
Pradesh, Chhattisgarh, Rajasthan, National Capital
Region, Tamil Nadu, Karnataka, Uttar Pradesh, Daman
and Punjab.[4][5]
DMart is promoted by Avenue Supermarts Ltd. (ASL).[6] The
company has its headquarters in Mumbai. As of 31 March
2022, DMart had a total of 10,713 permanent employees
and 58,597 employees hired on contractual basis.[7] Market
Capital have $29 billion( INR 2.40 trillion) $2.9 billion revenue
with $200 million profit.
After the IPO listing (as Avenue Supermarts Ltd.), it made a
record opening on the market on the National Stock Exchange.
After the close of the stock on 22 March 2017, its market value
rose to ₹39,988 crore. This pegged it as the 65th most valuable
Indian firm, ahead of Britannia Industries, Marico and Bank of
Baroda. [8]
As of 21 November 2019, the market capitalization of DMart is
close to ₹114,000 crore, making it the 33rd largest company
listed on the Bombay Stock Exchange.
Avenue Supermart reported its Q1FY23 update and the
company has seen almost a 2x growth in revenue on a year-
on-year basis. The revenue stood at Rs 9806 cr vs Rs 5031 cr
last year.[9]
In 2022, Avenue Supermarts Ltd, which owns and operates
retail chain D-Mart, has reported a 35.75 per cent rise in
standalone revenue from operations to Rs 10,384.66 crore for
the second quarter of the current fiscal.
 Marketing Mix of DMart
A marketing mix is a model that a company uses to get its products and services
noticed by the right people at the right time. This model is based on pillars of 4Ps:
Product, Price, Place and Promotion. It forms the conceptual core of an overall
marketing strategy. 
So let us go through the marketing mix model of DMart by looking at the parameters
of Product, Price, Place and Promotion in the coming section.
 
Product Strategy of DMart
Talking about the product strategy of Dmart, as previously said, it offers a wide range
of products, the company has segmented its wide range of products into three
categories, i.e Foods, Non-foods and General Merchandise and Apparel. 
 Under its Foods Category – It offers groceries, staples, processed foods, dairy, frozen
products, beverages & confectionery and fruits & vegetables that contributes close to 52
percentage in revenues
 Under its Non-foods Category – It offers home care products, personal care products,
toiletries and other over-the-counter products that contribute close to 21 percentage in
revenues 
 Under its General Merchandise and Apparel Category – It offers bed & bath, toys & games,
crockery, plastic goods, garments, footwear, utensils and home appliances that contributes
close to 29 percentage in revenues
DMart also sells a variety of products under its own name through brand names such
as D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour. 
 
Price Strategy of DMart
DMart deeply discounts its merchandise and offers products at less than competitive
prices. Thanks to this strategy, it has succeeded in creating an image as a low-cost
retailer and has attracted customers who are price sensitive. 
The company prides itself on being able to provide affordable prices to its customers
regardless of whether they live in urban areas or rural areas. 
Its pricing is usually less than the Maximum Retail Price (MRP) except for
vegetables, fruits, and medicines. During festival seasons, these low prices make
customers buy products in bulk quantities which results in a huge volume of sale. 
The pricing strategy of Dmart is the major reason why its supermarkets’ chain has
been one of the most successfully operated entities in the country
 
Place & Distribution Strategy of DMart
DMart is the fastest-growing supermarket retail brand in India. As of 2020, DMart has
about 214 stores present in about 11 states and 1 union territory and is constantly
expanding its stores’ footprints.
 
 
DMart stores are present in a major part of India which includes a presence in cities
like Ahmedabad, Hyderabad, Banglore, Chennai, Mumbai etc. 
All of its stores are strategically placed as this helps the company to gain a
competitive advantage as easy accessibility attracts customers and also leads to
proper transportation facility for logistics and operations related functioning which is
very important for the survival during uneven times and to accelerated growth of the
business during the normal times. 
It also offers online ordering & delivery as well as takeaway service under its DMart
Ready vertical.
 
Promotion Strategy of DMart
DMart, being the largest multi-brands in India, has been maintaining its positioning
as a supermarket offering products at lower prices. 
They offer various coupons to reward the customers and employees and thus boost
their sales in the market. Coupons are also allotted to the customers when they meet
certain standards of bulk purchases. 
For instance, during the festive seasons, they offer 15% off on sweets and various
other products. It also offers goods at 50% off or at one plus one free offer.
The company however doesn’t engage in aggressive marketing promotion but
chooses to promote itself through Newspaper Ads and Outdoor Ads. It also recently
collaborated with HDFC Bank and offered additional discounts on payments done
with HDFC Cards.
 
 
This is how DMart’s lines up on the parameters of the marketing mix model. Let us
now go through its marketing strategy in the coming section.
 
Marketing Strategy of DMart
DMart is one such company that doesn’t focus much on marketing itself aggressively
unlike most of its competitors. Rather it has always maintained its Unique Selling
Position (USP) of offering goods at less than Maximum Retail Price (MRP).
Thus, DMart has managed to get a lot of lower price points than its competitors and
this is what makes it stand out when compared to other stores selling the same
products.
However, it has involved in aggressive CSR activities and other low-cost promotional
activities.
 
Better School, Brighter Futures! – A CSR Activity
Campaign of DMart
DMart is a company committed to supporting its employees and communities
through socially responsible business practices. Through this, DMart aims to make a
positive impact on the lives of those who work for it, as well as the people around
them
Through this campaign, it has launched an excellence program at various schools in
and around Mumbai that helps students in understanding things better and aims at
creating an ecosystem that allows students to benefit from better education,
mentoring, research facilities as well as networking opportunities. 

2Marketing Strategies
Segmentation:D-Mart caters to budget-conscious
shoppers. Customers areoften priced vigilant, on the
lookout for special offers, and aware of the value
theyare receiving for their money.
Targeting:Low and middle-income populations
shopping for low-cost goods areD-Mart's target clients.
As a result, D-Mart attracts a more extensive
consumerbase than other shops by offering high-quality,
branded products at a reducedprice.
Positioning:D-Mart is a one-stop value grocery chain
that seeks to provideclients with a wide choice of
necessary home and personal products at low costs,all in
one place

 
Promotion via Low-Cost Advertising Mediums
DMart uses both visuals and print advertisements to promote its name. The visual
component consists of hoardings that are displayed in major locations of stores
announcing specific product offers. 
It also uses newspaper ads that contain information about sales and coupons. These
ads utilize pictures of different products along with descriptions that explain why
shoppers should buy them.
 
 Outdoor Ads of DMart
 

Outdoor Ads of DMart

 
 Newspaper Ads of DMart
Now that we know that DMart focuses more on CSR activities rather than regular
marketing campaigns, let us go through its overall digital presence in the coming
section.
 
Digital Presence of DMart
Although DMart has one of the strongest offline presence among all major retailers,
the retail giant has avoided creating a digital footprint because it doesn’t believe it
needs one. 
Today, digitalization has become a necessary component for any successful brick
and mortar or e-commerce store and Dmart moving forward should embrace the
idea of digitalization as part of its overall strategy for growth. 
However, the company has taken various steps on the improvements on digital
fronts such as by installing chatbot on Facebook Messenger, launching DMart Ready
but it has a long way to go. 
 
 

 
DMart uses Facebook just to inform and clarify doubts of customers which is great
but this translates to underutilization of social media. It is not present on Instagram
and Twitter which is a major drawback and should work on having a healthy
presence on these platforms. 
Talking about its competitors like Future Retail (the company that runs Big Bazaar in
India) has maintained a very strong digital presence. So, DMart should also be
focusing on its digital presence to have an extra advantage.
Now that we have talked about its competitors, let us now run through DMart’s
competitors in the coming section.
 
Competitor Analysis of DMart
The Indian retail segment is one of the fastest-growing and least tapped segment.
Overall, the retail market is highly unorganized and as we know that India is a
developing country and the youngest country, it is observed that the retail segment is
something that can become the next big thing. 
Companies such as Reliance Industries Limited & Amazon India are going head to
head in acquiring the Future Group (The company that runs Big Bazaar, Brand
Factory stores in India). 

Recently, Tata’s have announced their arrival in the retail segment with the
acquisition of Big Basket. Whereas Flipkart, Grofers are all focusing on the
penetration of the grocery segment.
 
 
With DMart being one the most well-established company in this segment business-
wise, it needs to work on its digital marketing part to give maintain the loyalty of its
customers. 
With that being said, this case study of DMart comes to an end, let us conclude
things in the final section.
Conclusion
DMart strives to give its customers the best quality at a low price by leveraging its
financial strength, valuable real estate assets located in various parts of the country
as well as its extensive network of distribution facilities. This has helped it become
one of the most successful retail companies in India. 
However, in this rapidly digitizing world, with Covid-19 is here to stay for a while and
the entry of different giants such as Reliance Retail, Amazon India, The Tata’s and
Walmart owned Flipkart, things are certainly going change in the coming decades
and DMart should work on having it’s all sides covered.
Liked our work? Interested in learning further? Do check our website for more. Also,
if you’re interested in Digital Marketing, you can check out our Free Digital Marketing
Masterclass by Karan Shah.
Let us know your thoughts on this case study in the comment section down below.
Thank you for reading, and if you liked our then do share this in your circle. 

The Indian economy is expected to grow at 8.9% in FY 2021-22, exceeding the pre-COVID
level in actual terms (Source: Ministry of Statistics & Programme Implementation).
Consumption remains one of the key backbones of the Indian Economy. However, the
economy also faced several headwinds during the year due to the Omicron wave of Covid-19,
food and commodity inflation and elevated geo-political risks. The proactive steps taken by
the Government during the last 2 years to tackle Covid-19 has helped economic activity to be
broadly in-line / over the pre-Covid levels across most sectors. High vaccination across age
groups has enabled a significant reduction in Covid-19 led restrictions across the country.
Outlook Inflation led by domestic and international factors remains one of the key indicators
to track going forward for the Indian Economy as evidenced by the recent rate hike by RBI.
Favorable demographics, increasing urbanization and stable geopolitical environment
continue to be the key long term growth drivers for India. INDUSTRY OVERVIEW
Restrictions from Covid-19 significantly reduced for most part of the year. This enabled a
resurgence of activity for the retail industry as footfalls increased as compared to the previous
year. The overall retail industry is estimated to have grown by 16-17% in FY 2021-22 and
within this the organised brick and mortar industry is estimated to have grown by 19-21%
(Source: Crisil Research). E-Commerce continued its acceleration during FY 2021-22.
Consumer adoption of E-Commerce continued during the year. The industry is estimated to
have grown by 27-32% during FY 2021-22. Within the E-Retail, Food & Grocery segment
continued to see strong growth in FY 2021-22. (Source: Crisil Research). BUSINESS
OVERVIEW Avenue Supermarts Limited (DMart) is a national supermarket chain, with a
focus on value-retailing. We offer a wide range of products with a focus on the Foods, Non-
Foods (FMCG) and General Merchandise & Apparel product categories. Since launching our
first store in 2002 in Mumbai, Maharashtra, we have grown to 284 stores with a retail
business area of 11.5 million sq. ft. spread across Maharashtra (88), Gujarat (48), Telangana
(31), Karnataka (29), Andhra Pradesh (23), Madhya Pradesh (17), Tamil Nadu (15),
Rajasthan (10), Punjab (9), NCR (7), Chhattisgarh (6) and Daman (1). We remain focussed
on our strategy of offering our customers good quality products at great value, based on the
Everyday Low Cost/Everyday Low Price (EDLC/EDLP) principle. Our store offerings
provide our customers with a distinctive shopping experience, comprising of a wide range of
everyday value retail products sold in a modern ambience and with the feel of a large retail
mall. We believe our endeavor to facilitate one-stop shop convenience for our customers’
everyday shopping needs, along with our competitive pricing due to our local market
knowledge, careful product assortment and supply chain efficiencies, has helped us achieve
steady growth.