25 YEARS OF SUPERMARKET OPERATIONS
The story of Navjeevan Super Shop goes back to the time when the Kankariya paterfamilias Zumbarlalji Kankariya opened a kirana store measuring 44 sq. ft. in mid 1946 at Jalgaon, north Maharashtra. Even since, the Kankariya family has been carrying forward the family grocery business, which in the past 25 years has grown and transformed into a successful food and grocery supermarket retail enterprise with seven stores in different parts of Jalgaon, which rake in about Rs. five crore in monthly sales.
In 1964, the family opened its first proper grocery shop in the neighborhood store format. In 1993, the family opened its first self-service superstore in Jalgaon. “The inspiration for opening our first supermarket store came during one of my visits to Chennai, in the late ‘80s, where I came across a self-service store that offered me a glimpse of the future of Retail. Later, I visited similar stores in Maharashtra at Kolhapur and Mumbai and got to observe this new phenomenon of modern retail. My elder brother, Kantilalji Kankariya, was a firm believer of upgrading the customer and he saw it as natural succession to the traditional way of retailing. After deliberating the pros and cons, the family finally decided to expand into modern retail. The year 1993 was a watershed year for us as the city got its first supermarket store and it turned us into the pioneers of modern retail in northern Maharashtra,” says Anil Kankariya, Promoter, Navjeevan Super Shop.
Since 2007, Navjeevan has been expanding consistently and from one superstore it has expanded to seven stores today – five self-owned and two leased – with 21,000 sq.ft of total retail space under operation. Another turning point came in 2015 when the Kankariyas opened their 6,000 sq. ft. mini hypermarket – Navjeevan Mega Mart – on national Highway 6, Jalgaon. “It is our belief that even in Jalgaon, which is considered a Tier III town, people here have aspirations too. So it is only fair that we have different formats to meet their expectations. Since we keep our ears to the ground and treat each of our customers with utmost respect, we have been able to win their trust and loyalty. Navjeevan has today become Jalgaon’s very own Retail brand and we see our relationship with the city and its people getting even stronger over time,” says Anil Kankariya.
He adds: “We are the first retail chain in India to give one month shopping free to our customers. This is the simplest and most rewarding loyalty program by a retail chain. The beauty is the simplicity and direct visible benefit to the customer. In this scheme, we give one month shopping free to the customer against her shopping at Navjeevan during the 12 months of a year. We also provide free home delivery to our senior citizen customers. We are pleased to be completing 25 years of our supermarket operations in August 2018 and we have been one of the earliest pioneers to have achieved this feat.”