Hearty Mart Enterprise Pvt. Ltd.

With the vision of bringing convenience to the locality of Juhapura in Ahmedabad we started our first venture "Hearty Mart Super Market" in February 2004. After undertaking a dipstick research amongst the residents of the area we developed and modeled it as an ideal neighbourhood store. It was positioned as "Sabse Khass Ghar Ke Paas" and we wanted to establish the store as a one-stop solution for the daily needs of groceries, cosmetics, food grains etc. Initial research of the area revealed that the residents were not ready to accept a new store as they had the mindset that no store can ever survive in an area which was not supposed to be business friendly. In order to counter this hostile mindset we came out with this unique brand name "Hearty Mart". Today it has become successful in breaking the mindset of the people here and has created many patrons for itself. Creation of Hearty Mart at Juhapura was a great learning experience and with this learning we went to villages by developing a unique concept of rural franchising and started our first franchise in Ilol, near Himmatnagar in April 2007. As on date there are many franchisees operational in prominent villages and towns like Dholka, Idar, Ilol, Kathor (Surat), Vadodara to name a few. In the food products section we have different products like spices includes Chilli powder, turmeric powder, Coriander Powder, Kashmiri chilli powder, Coriander Cumin Powder, Cumin powder, Includes kitchen king masala, chana chhole masala and more. During the process of franchise development we realized that in order to provide merchandize at a reasonable rate to our franchise we needed good bargaining power over our vendors. We decided to plunge into food-grocery hotel supplies and created a new division solely for this purpose in 2008. The idea made sense as this gave us access to quantity we would not have thought of purchasing if we had remained in retail business only. In April 2009 we merged this division with a company named " Ashish Enterprise " and created a new firm "Hearty Mart Enterprise". Today Hearty Mart Enterprise is one of the largest food-grocery suppliers catering to more than 500 restaurants across the length and breadth of Gujarat. Hearty Mart Enterprise has given us negotiation power and has helped us service our franchisees better now. While we started supplying to highway hotels we found out that Surat city had a huge potential and if we could somehow tap the opportunity it would further help us boost our hotel supply business. But it was not possible to service the Surat City hotels from Ahmedabad as the city restaurants have a daily purchase unlike highway hotels which purchase on a monthly basis. We groomed to employees at Hearty Mart Enterprise, Ahmedabad and encouraged them to move to Surat with their own business called "Hearty Mart (Surat) Enterprise" on the lines of parent Hearty Mart Enterprise, Ahmedabad. Thus Hearty Mart (Surat) Enterprise started in 2009-10. Our foray into food-grocery supplies on highways also brought us face-to-face with new business opportunity as we found out that the tea consumption was huge in these hotels. Two entrepreneurs were trained at Hearty Mart Enterprise and they started "Hearty Mart Tea Packers" in the year 2010. Their brand of tea is called "Day Break" which is supplied in these highway hotels. Hearty Mart Super Market works in the direction of network creation as it supports and trains franchisee owners. Hearty Mart Tea is solely into supplies of tea into hotels. Hearty Mart Enterprise is into hotel-supply business and it also creates private labels like "Chef ki Pasand" and "GoodTime". The need was identified to integrate all these businesses and connect them together to have a unique win-win business model. Thus in the year 2010 "Hearty Mart Logistics" was formed. The company is a connecting link between all the franchisees and Hearty Mart Enterprise and Hearty Mart Tea. The products manufactured by Hearty Mart Enterprise and Hearty Mart Tea are distributed by Hearty Mart Logistics to various franchisees, retailers and store owners. Hearty Mart Logistics can also become stockiest of other products not manufactured by Hearty Mart Enterprise. Thus it is a distribution company. At Hearty Mart we continuously look for different opportunities that can be tapped at village level and are committed to work for the development of rural public. So far we have created rural entrepreneurs with our Hearty Mart franchisees and other businesses. We have also launched "Adarsh Gruh Udyog" that would help their social upliftment.