Namd­hari’s Fresh

Point of Purchase - - CONTENTS - Nameeta Renchi

Find­ing gar­den fresh fruits and veg­eta­bles for a healthy liv­ing is test­ing for any city dweller. But for the nu­mer­ous loyal cus­tomers of Namd­hari’s Fresh, it’s as easy as go­ing to any of its 20 out­lets in Ban­ga­lore and pick­ing up do­mes­tic as well as ex­otic or­ganic food from neatly ar­ranged racks. Point Of Pur­chase gives you the suc­cess story be­hind this unique re­tail chain in Ban­ga­lore.

Namd­hari’s

Fresh is the off­shoot of Namd­hari Seeds, one of the largest dis­trib­u­tors of veg­etable seeds in In­dia. It is also a lead­ing ex­porter of veg­etable and flower seeds to Europe, Ja­pan, U.S.A, Western Asia and South East Asia. Af­ter ex­pe­ri­enc­ing suc­cess in seed dis­tri­bu­tion they di­ver­si­fied their ser­vice to pro­duc­tion, dis­tri­bu­tion and ex­port of fresh veg­eta­bles & fruits un­der the name ‘Namd­hari’s Fresh’. Uday Singh, Chair­man and Manag­ing Di­rec­tor of Namd­hari Group had con­trib­uted hu­mon­gous amount of hard work and pa­tience for the group’s suc­cess. Trac­ing the his­tory of the group he says, “The Namd­hari group has a his­tory of 30 years. We had started with seeds pro­duc­tion and sell­ing them in the do­mes­tic mar­ket, our pro­duc­tion and pack­ing cen­tre is lo­cated in Bi­dadi Ram­na­gar Ban­ga­lore. Our R&D fa­cil­ity in Bi­dadi is our back bone as we be­lieve in con­tin­u­ous in­no­va­tion. We do ex­port seeds and our own veg­eta­bles to other coun­tries. We fol­low the Euro­pean stan­dards of Good Agri­cul­ture prac­tices (GAP) at the pro­duc­tion level in ev­ery zone.” The idea of Namd­hari’s Fresh out­let was first con­ceived in the year 2002. The first store in Dom­lur, Indira Na­gar has an area 1,500 sq ft. Cus­tomers wel­comed it with whole­heart­ed­ness as the USP of this store was in­deed unique, com­pared to other con­ven­tional stores. With the aim of pro­vid­ing in­ter­na­tional qual­ity and am­bi­ence, the group opened more stores in prom­i­nent lo­ca­tions of Ban­ga­lore such as Ko­ra­man­gala, Sadashiv­na­gar and Whitefield. “Ma­jor­ity of the veg­eta­bles and fruits are pro­duced in-house, which en­sures op­ti­mum fresh­ness and qual­ity. In fact, retailing has en­abled us to have di­rect in­ter­ac­tion with both the farm­ers and our cus­tomers,” opines Mr. Singh.

Along with Singh, there is a group of other worka­holic and ded­i­cated man­agers who are tak­ing care of minute de­tails es­sen­tial for suc­cess of the store chain. Riyaz Marol, GM of Namd­hari Group is one among them. Asked about the suc­cess mantra he shares, “In Bi­dadi, we have our own farms. Most of the veg­eta­bles and fruits are pro­duced by nat­u­ral farm­ing. Due to the gift of suit­able cli­mate, suf­fi­cient in­fra­struc­ture, tech­nol­ogy and man power we pro­duce more than thou­sand tons of fresh veg­eta­bles and fruits. Trans­porta­tion to var­i­ous out­lets of Namd­hari’s Fresh has eased due to

the upgra­da­tion of Ban­ga­lore Air­port to In­ter­na­tional sta­tus en­sur­ing the prod­uct reaches the des­ti­na­tion well in time. Our back-end is very strong and our sup­ply chain very well de­fined.” Now let’s take a look at some im­por­tant as­pects of the store that have given it its edge:

Store De­sign Con­cepts:

In­spired from re­tail de­sign con­cepts seen in places like Bangkok, Sin­ga­pore and Dubai, the Namd­hari team has de­signed the stores us­ing wood as they feel the us­age of metal racks and plas­tic dis­plays is an out­dated con­cept. Us­age of wood goes hand in hand with their of­fer­ings of nat­u­ral prod­ucts, and is con­sid­ered to be an in­tel­li­gent con­cept. This, also gives the store an in­ter­na­tional am­bi­ence and feel that is com­pa­ra­ble to a high-end store. The size of Namd­hari’s Fresh varies be­tween 2000 sq ft and 3000 sq ft but for the new stores, the team is con­sid­er­ing larger for­mats.

Of­fer­ings:

Namd­hari’s of­fers pes­ti­cide-free, or­ganic prod­ucts en­sur­ing max­i­mum fresh­ness. Though ini­tially the store of­fered only fruits and veg­eta­bles, it now of­fers im­ported items, ex­otic veg­eta­bles and im­ported fruits. Non­food items such as nat­u­ral per­sonal care items are some re­cent add-ons to the racks. The store also stocks a good dairy range which in­cludes im­ported cheese and but­ter. The Namd­hari farm veg­eta­bles and fruits are grown un­der con­trolled en­vi­ron­ment us­ing only harm­less biopes­ti­cides. To the store also goes the credit of us­ing chillers to store sen­si­tive items long be­fore it be­came a norm.

Spe­cial­ity:

An USP of Namd­hari’s is the salad bar started in the year 2005. This bar of­fers fresh and healthy sal­ads at rea­son­able prices. Live prepa­ra­tion coun­ters are now opened in the Indi­rana­gar and Sadashiv Na­gar out­lets. Here the cus­tomers them­selves can choose the in­gre­di­ents that go in to their salad bowls. The or­ganic gro­cery is also their spe­cialit y. These i nclude wheat, jag­gery, rice, tamarind etc which are Namd­hari’s own pro­duces.

Chal­lenges:

Any big group faces mul­ti­ple chal­lenges. Ac­cord­ing to the Namd­hari Group, the great­est chal­lenge for them is to find ex­act so­lu­tions to mi­nor chal­lenges. Adds Uday Singh, “Train­ing and manag­ing man­power is test­ing as we are par­tic­u­lar about our best qual­ity ser­vice.”

Pro­mo­tions

Any re­tail chain needs pro­mo­tions to re­in­state its po­si­tion­ing and brand­ing. Namd­hari’s pro­motes it­self through fliers, mo­bile hoard­ings, SMS blasts etc. Says Riyaz Marol, “We do this usu­ally dur­ing the month of May and June when the schools are closed and when peo­ple find more time for out­door shop­ping. But our best ad­ver­tis­ers are our loyal cus­tomers. The word of mouth pub­lic­ity is the best of all.”

Fu­ture Plans

Hav­ing es­tab­lished its brand in Ban­ga­lore, the re­tail chain now plans to ex­pand the ser­vices to other cities and also open more out­lets in Ban­ga­lore. Mean­while, for city dwellers long­ing for a taste of coun­try fresh­ness, Namd­hari’s seems to be the per­fect des­ti­na­tion

Uday Singh Chair­man & Man­ag­ing Di­rec­tor Namd­hari Group

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