Page 114 - December2018
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Bokhary. “We do source direct for some items, especially particular ethnic produce that may not be found as easily on the wholesale market.”
Bokhary values the long-term relation- ships he has established with merchants on the wholesale market. “ ey have seen our growth from a small store to now,” he says. “I used to go there in a minivan and buy for my  rst store. Now, we have trucks pulling loads every day from there.  ere is a sense of loyalty and getting good deals there.”
 e enormous Shrewsbury produce depart- ment has the luxury of large, ample displays of produce. “All our stores are designed to allow the customer to move freely among the prod- ucts and ensure a comfortable shopping expe- rience,” says Bokhary.
 e store uses islands and free-standing displays dispersed throughout the department to create this open,  owing environment. Some products, such as grapes or apples are presented in 25-foot-long wooden display racks on wheels. Other items, including citrus, mangos and cantaloupe, make use of wooden pallets with the shipping boxes placed on top for a “fresh from the shipper” feel.
Smaller quantities of specialty or ethnic items, including herbs and greens, are show- cased in plastic bins or crates. Signage is consistent among all the displays, with crisp white “India Market” price signs clearly displaying the product name and price.
 e produce department is bordered on the right by a food court consisting of a number of vendors at food stalls or service counters. “Meals are ordered at one of the vendors and
then carried to a common dining area or can be taken out,” says Bokhary. “We want to create a place where customers can shop, eat and enjoy.”
 e store changes the produce depart- ment layout periodically, particularly to high- light seasonality. “ e amount of space in the Shrewsbury stores means we have more  exi- bility for changing up displays,” says Bokhary. “We try to highlight good buys at the entrance to a ect purchases.”
However, Bokhary reports the store inter- sperses good values throughout the depart- ment. “We spread sale items throughout the store so customers  nd sale items wherever they shop,” he says. “ is also encourages them to shop the whole department.”
India Market only uses in-store promo- tion. “We don’t really need to advertise,” says Bokhary. “Instead, we put all our marketing resources into lowering price. Customers know what we have and have the con dence they’ll  nd a good price here.  ey know they can  nd regular items here but at a better price than the local supermarket and they know they’ll  nd additional items they can’t get at the local supermarket.”
 e store places great emphasis on training and education of personnel. “One of the unique qualities of our stores is that we educate our employees not just in one department but in all areas of the store,” says Bokhary. “We teach them and then promote them to give everyone an opportunity to grow. We want our employees to work in and run
the store as if it’s their store.”
Bokhary notes all of India Market’s
employees know how to maintain the produce department well. “ ey know when to cull and how to handle the items,” he says. “Our customers are well-educated about quality, what they want and what they should pay for it. So, we must have well-trained employees, because the customers have high expectations. We and our employees should know what the customers want; you can’t make a mistake with that part.” pb
INDIA MARKET 1000 Boston Turnpike, Olde Shrewsbury Village Shopping Center, Shrewsbury, MA 01545 [email protected]
Hours Mon-Thurs, 10 a.m.-9 p.m., Fri-Sun 9:30 a.m.-9 p.m.

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