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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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4

The Rise and Fall of Super Mart

BACKGROUND

In 1997, an IIT-IIM alumnus pass-out, named Amal Bose, decided to start his own business after a stint at Citibank. He decided to get into the business of Food and Groceries. The original name of the company was Super Mart Retailing Services. It kicked off its entry in the emerging retail sector in March 1997 by opening the first store in Barasat, West Bengal. Super Mart’s maiden store incorporated Bose’s insights from gathered from the market study, that if customers were to be persuaded to ditch their trusted neighbourhood shops for Super Mart, the latter would need to carry food and groceries at prices lower than the market, and make them available at a convenient location near their customers. ...

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