Hearty Mart’s Journey from Juhapura to Dubai

How Hearty Mart evolved from a single supermarket in Ahmedabad to a business consortium with offices in Dubai and aspirations to serve the world

Hearty Mart, a Gujarat-based company, has recently marked a significant chapter in its journey by establishing its overseas office in the vibrant city of Dubai. This move represents a remarkable evolution for Hearty Mart, which commenced its operations in 2004 in the suburban Juhapura neighbourhood of Ahmedabad.

The genesis

In the backdrop of communal turbulence that engulfed the city in the recent past, Nadeem Jafri envisioned and brought to life Hearty Mart, a supermarket situated at Vishala Circle on the outskirts of Juhapura in 2004.

Instead of perceiving the predominantly Muslim population in the neighbourhood as victims, Jafri saw them as potential customers with dreams and aspirations. Recognizing an unexplored market, he embarked on a mission to fill the void of organized retail catering to the distinctive needs of Juhapura.

The growth

Teaming up with Wazir Ali and Hussain Abbas, Jafri founded Hearty Mart Enterprise, initially a wholesale supplier to hotels that would later become the cornerstone of the group. Introducing a unique franchise model with a specific focus on untapped Rurban spaces, Hearty Mart successfully bridged market gaps and empowered entrepreneurs in tier-2 and tier-3 locations. Presently, Hearty Mart boasts 14 franchisees operating in various parts of Gujarat.

Taking their commitment to the next level, the trio aimed to establish a robust forward and backward integration for their hotel supply business. Their mission involved creating micro-entrepreneurs capable of providing all ancillary products and services essential for the HoReCa segment. This initiative gave rise to entities such as Hearty Mart Packaging, Hearty Mart Hospitality Services, Hearty Mart Farm2Market, Hearty Mart Bakers Point, Hearty Mart Tea Packers, and Hearty Mart Paper Products. The Hearty Mart Consortium currently commands a substantial valuation of $18 million.

(From left) Wazir Ali, Hussain Abbas, and Nadeem Jafri

Reflecting on the remarkable journey thus far, Nadeem Jafri, the Founder & Chief Mentor, expresses, “Hearty Mart embarked on a mission to invest in people and places that were often deemed unfavourable for investment. I am elated that we have stayed true to our ethos and collaboratively built a company that is genuinely global.”

The recognition

Hearty Mart‘s distinctive approach to creating micro-entrepreneurs, leveraging social capital, and exploring untapped markets has garnered widespread recognition. Renowned business magazines and news media platforms have all highlighted Hearty Mart’s innovative journey.

Notably, the success story of Hearty Mart has become a subject of study at IIM Ahmedabad, one of India’s premier business schools, and the prestigious European Case Clearing House (ECCH). Additionally, the story of Hearty Mart is the subject of the book ‘Supermarket for Rural Customers: A Study of a Community-Oriented Social Enterprise in Gujarat’ by Dutta and Alagh, providing a detailed exploration of the intricacies of its business model and its journey.

Going global

Having left a strong imprint on the Indian market, Hearty Mart is now extending its aspirations to a global scale.

Hussain Abbas, the CEO, added, “with the establishment of our Dubai office, we aim to extend our reach into the Middle East and subsequently towards Europe and the American continent. Its strategic location as a business hub has already facilitated the establishment of strong business ties in several countries.”

The exterior of Hearty Mart office in Dubai

The Dubai Business

A curious petite setup on the ground floor of the bustling ‘Unique World Business Centre,’ one can identify Hearty Mart’s objectives by a quick inspection of the windowpanes of its office. They highlight ‘Good Time’ and ‘chef ki pasand,’ their own spice labels for Retail and HoReCa segments respectively, these are the labels through which Hearty Mart became a household name in Gujarat.

Wazir Ali, the Managing Director of Hearty Mart, who relocated from Ahmedabad to Dubai in 2022 to scale the operations of the company to a global scale said, “By introducing our own labels abroad, we aim to maintain control of the recipes and offer a quality range to international clientele seeking a diverse array of Indian spices to enhance their culinary experiences.”

The second windowpane at Hearty Mart’s office showcases MargBooks, a cloud-based accounting and inventory management system. As the UAE introduces VAT, businesses are actively seeking streamlined accounting solutions, and Hearty Mart serves as the distributor of MargBooks in Dubai. Wazir highlights the strategic nature of this partnership, emphasizing the importance of robust record-keeping in the face of VAT implementation.

The third windowpane features clay-based products from ‘Mitti Cool,’ another company whose distributorship Hearty Mart has secured. Wazir explains that the collaboration originated from conversations with Indians abroad, revealing a shared desire to carry a piece of ‘India’ wherever they go.

Recognizing this sentiment, the idea of connecting and partnering with Mitti Cool resonated with Wazir. Additionally, there is a growing interest among non-Indians in these authentic and culturally rich products, fuelled by curiosity about different cultures and a desire to explore them through purchases.

The plan

Wazir Ali highlighted that the strategic roadmap involves initially focusing on establishing Hearty Mart’s HoReCa clientele in the UAE and beyond. This approach aims to secure bulk orders, propelling the company into a larger operational scale due to the substantial size of these orders.

Following this phase, the plan is to gradually enter the retail segment within the UAE and extend operations by establishing distributors abroad. This sequential strategy is designed to solidify Hearty Mart’s presence and influence in both the HoReCa and retail segments, ensuring a comprehensive and sustainable market expansion.

The MD shared that Hearty Mart’s operations have gained momentum with a well-established clientele in Dubai.

He revealed that there are pending orders from the UK, Canada, and New Zealand, signifying that Hearty Mart is currently conducting business on four continents.

With a strategic roadmap, an array of quality products, and a commitment to excellence, Hearty Mart’s journey is a testament to an unwavering commitment to values. The company’s global trajectory represents not only a business expansion but a cultural exchange, where Hearty Mart becomes a conduit for sharing the richness of Indian products and traditions with the world.

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