Page 113 - December2018
P. 113

India Market
Growing ethnic retailer makes headway in suburbs by offering quality, low prices and hard-to-find items.
foray into India Market in Shrews- bury, MA, tantalizes the senses with the aroma of exotic spices andavisualexplosionofcolor. is growing family-run business started
more than 28 years ago within a much smaller format. “I had one 400 square-foot store in Waltham, MA,” says Yousuf Bokhary, president of India Markets.“ e store eventually grew to 10,000 square feet.”
 e family now owns and operates three stores: the Waltham store, the larger 43,000 square-foot Shrewsbury store (opened in 2014), and a new location in Orange, CT.  e success of India Market is its multi-ethnic appeal, as well as great customer service. “Our biggest base is the Indian demographic but we cater to other cultures as well,” says Bokhary. “ is includes Hispanic, various Asian ethnic- ities and a host of Middle Eastern cultures.”
 e newest locale in Connecticut opened this past July, boasting 50,000 square feet
with an almost 10,000 square-foot produce department. “We opened this store to cater to the demographic of various ethnicities growing in this area,” says Bokhary. “ is store’s appeal reaches into Massachusetts and New York, as well. Since we’ve been open, we have seen tremendous response and success. Like our other stores, this store allows our customers to  nd all their needs under one roof.”
India Market has become a destination for a variety of ages. Bokhary reports the store locations have a lot to do with the type of customertheydraw.“ eShrewsburystore caters more to families because it is a suburban store,” he says. “In Waltham, we have more of a family and student mix because of the universities around that area.”
In addition to a wide variety of produce, India Market o ers customers Halal meats, frozen and shelf-stable items and a huge selec- tion of spices — all with a multi-cultural focus. “We have our own private label, the Godavari brand, in spices, rice, lentils and a few other products,” says Bokhary.
 e store is known for a commitment to understanding and meeting the needs of customers. “We guarantee the best products at the best prices,” he says. “Furthermore, we cater to every need. India Market has always strived to keep the high standards our esteemed customers expect and ensure each
store maintains quality, variety and savings for our customers.”
Produce occupies a crucial role in the business. “It is the lifeline of the store,” says Bokhary. “It only takes up around 10 percent of the store square footage, but it is the biggest draw for our customers.”
In the Shrewsbury store, the produce department is approximately 2,500 to 3,000 square feet and its percent contribution to overall sales of the store is between 30 and 35 percent. estorecarriesapproximately300 SKUs in produce, on average, ranging from staples to hard-to- nd exotics.
Bokhary reports placing great emphasis on the variety and quality of produce the store o ers. “We pride ourselves on being able to o er what our customers want in ethnic fruits and vegetables,” he says. “It is all driven by our customers and what they demand.”
In addition to low pricing on regular produce items, the store o ers a signi cant assortment of specialty items. “In our produce department, we sell products customers can’t  nd in other markets such as fresh turmeric,” says Bokhary. “And, we carry those all year long.”
India Market sources close to 70 percent of its produce from the New England Produce Center. “It is our major source for product,” says
y Jodean Robbins

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