Avenue supermarts operates under the brand name D-Mart which is a super market chain in India spread across 45 cities and 120 stores.
The company targets densely-populated residential areas with a majority of lower middle, middle and aspiring upper-middle class consumers. The company stocks products that form part of basic spending rather than discretionary spending.
The biggest attraction for customers which drives them to D-Mart stores is the competitive pricing across a wide variety of everyday products which form a significant part of a consumer’s everyday purchase basket.
Avenue supermarts adopts ownership model where it focusses on development of stores ranging from 10,000 to 60,000 square feet resulting in minimizing rental costs. The company enters into long term lease agreements usually for 30 years or more.
Avenue supermarts offers wide range of products, with food accounting ~50% of of its revenue, FMCG ~20% and apparel and merchandise accounting for ~30% of total revenue.
In terms of geographical revenues Maharashtra contributes majority of the sales accounting more than ~60% of sales, followed by Gujarat ~20% and remaining among Telangana, Karnataka, Andhra Pradesh, Madhya Pradesh, Rajasthan, Chhattisgarh and NCR.
Avenue supermart has a sustainable business model that is attractive with low cost/price format and which is less cyclical in nature. The company follows a targeted customer retention strategy with a focus on basic essential products.
Avenue supermarts has the execution capabilities, single format focus, best-in-class productivity metrics, prudent store expansion strategy and strong focus on customer satisfaction augers well for the company’s growth.
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