INDEX

S.no Particular Pg.no.

1.) Objective 1
2.) Introduction 2
3.) Features 3-5
4.) Advantages 6-7
5.) Limitation 8-9
6.) About D-mart 10-11
7.) About founder of D-mart 12
8.) D-mart Tagline 13
9.) Location and Timing 14
10.) Mission and vision statement 15
11.) Layout 16
12.) Category of Products 17
13.) Compititors 18
14.) Billing Counter 19
15.) Pricing 20
16.) Advertising and promotion 21-22
17.) Summary 23
18.) Biblography 24
 Objective
I Have opted topic visit to a
departmental store . As nowdays
these are growing importance at fast
rate . I opted visit to d-mart because
D-mart is very near and extracted
locality. Hence it was easy to visit d-
mart and also because of its huge
varity of products, services, facilities,
discounts offered . it was very
convaying and good roof to have all
products needed in a day to day
chores .
 INTRODUCTION
A departmental store is a large
establishment offering a wide variety of
products,classified into well defined
departments aimed at satisfying
practically every customer’s need under
one roof . It has a no. of departments ,
each one confining its activities to one
kind of product .It acts as a supplier of a
large variety of quality goods and
services . It also provides customers
maximum shopping convience and
therefore also called as ‘one spot
shopping’.The concept of a
departmental store first originated in
france .All departments are run under
the same ownership,management and
control.
z
 features
1.)Larger Establishment
The term ‘larger’ is used in the context that it is larger than an
individual grocery or clothing store. A departmental store is
made up of multiple sections and thus their size usually
overrides that of any other type of stores. Departmental
stores can be part of even bigger establishments such as a
shopping mall. Departmental stores owned by large business
chains are usually bigger than standalone ones.

2.) Usually Located Centrally

The usual location for a departmental store is the centre of a
city. If the city is a large one such as New York, it is bound to
have multiple departmental stores. In such cases the stores
are located in the central area of each part of the city. This
provides access to the most number of consumers living in
the area.

3.) Multiple Departments

A departmental store provides an end to end shopping
service; that is, it can be used as a means for buying all
types of goods. So, from clothing to groceries, electronic
goods to toys, a large range of products are found in it.
And these products are separated by departments so
that the consumer can easily locate the products that
they want to purchase.
 4.)Wide Range of Offerings
As mentioned before, a departmental store is most likely
to feature multiple types of goods on sale. It is meant to
serve as a wholesome shopping experience. So, multiple
brands of a single product will also be found in a
departmental store. This ensures that consumers who
cater to specific brands will find them all under one roof
.
5.)Singular Management
Although a departmental store features a wide number
of departments carrying multiple brands, they are all
managed by one single organization or person. This
central management takes care of supply, supervision,
accounts, communication, and advertising for the
departmental store.

6.)High Operational Cost

Running a departmental store is a much costlier affair
than running a single product-based store. The rent is
usually higher and other costs incurred are advertising,
constant upgradation of facilities, and of course a much
larger supply chain.
 Advantages
1. Economies of large scale buying
Departmental stores buy directly from manufacturers.
They are given special concessions on account of their
bulk purchase. They avoid expenses incurred
on middlemen. So, prices charged by departmental
stores are comparatively lower.
2. Convenience in shopping
Departmental stores are large scale retail stores that
deal in a wide variety of shopping and specialty goods.
All sorts of goods from pin to plane are available under
one roof. So, without moving from shop to shop,
customers can buy their requirements in one place.
Thus, their time and efforts are saved.
3. Customer services
Departmental stores offer many services and facilities to
customers. Customers get quality goods at cheaper
rates. Departmental stores have made shopping a
pleasant experience. Expert supervision of various
departments, adoption of a liberal credit, free delivery
service, recreational facilities, courteous treatment etc.,
are some important services that customers can enjoy
while shopping at departmental stores.
 4. Lower operation cost
Departmental stores are large in size. For each
important class of merchandise, there is a separate
department. Each department works under a manager.
He is responsible for the success of his department. In
addition to these, there are a large number of
accountants and cashiers. The overall expenses spent
may appear high. But when they are divided among a
large number of sections, the cost of operation is
cheaper. Moreover, advertisement expenses are
incurred for the departmental store as a whole. So, it
can be entrusted to an outside agency specializing in
advertising.

5. Efficiency in operations
Departmental stores employ trained salesmen, who are
taught to regard that, “the customer is always right“.
Departmental stores offer a superb ambiance for
customers — waiting lounge, reading room, restaurant,
information bureau, channel music, etc.
6. Convenient location
The success of a departmental store depends upon its
location. The availability of space, the area and
community to be served and ability to attract customers
are the important factors. Since every departmental
store is located in a convenient location, customers look
forward to shopping there.
 Limitation
1.)High cost: One of the major disadvantages of
such stores is that the cost of doing business is
very high. ...
2.)Local inconvenience: Since departmental stores
are situated at central shopping areas, people
living at distant places can not avail the services of
such stores. ...
3.)Higher rent for premises: ADVERTISEMENTS: As
departmental stores are located at central
shopping areas, the rents of such premises are
usually very high. ...
4.)Lack of personal touch in selling: In
departmental stores, there is always absence of
personal touch in selling because of hired
salesmen, managers and supervisors. ...
5.)Lack of proper supervision: ADVERTISEMENTS:
There is always a lack of proper supervision in the
departmental store operations because of the
expenses of the business. ...
6.)Large capital: Departmental store requires large
amount of capital for establishment and operation.
In fact, a departmental store cannot be started
with small capital.
7.)Higher risk of loss: Risk of loss is always higher
in departmental stores. Due to undersale, some
departments may face loss. ...
8.)Limited scope in India:
 About D-mart
Avenue Supermarts Limited, d/b/a DMart, is an
Indian retail corporation that operates a chain of hypermarkets in
India. It was founded by Radhakishan Damani in 2002, with its first
branch in Powai's Hiranandani Gardens. As of 31 December 2019, it
had 196 stores in 72 cities across 11 states in India
including Maharashtra, Andhra Pradesh, Telangana, Gujarat, Madhya
Pradesh, Chhattisgarh, Rajasthan, National Capital Region, Tamil
Nadu, Karnataka, Uttar Pradesh,
Daman and Punjab.
DMart is promoted by Avenue
Supermarts Ltd. (ASL). The
company has its headquarters in
Mumbai. As of 31 March 2019, DMart
had a total of 7,713 permanent
employees and 33,597 employees
hired on contractual basis. After the
IPO listing (as Avenue Supermarts
Ltd.), it made a record opening on
the market on the National Stock
Exchange. After the close of the stock on 22 March 2017, its market
value rose to ₹39,988 crore. This pegged it as the 65th most
valuable Indian firm, ahead of Britannia Industries, Marico and Bank
of Baroda. As of 21 November 2019, the market capitalization of
DMart is close to ₹114,000 crore, making it the 33rd largest company
listed on the Bombay Stock Exchange.
Founded May 15, 2002; 19 years ago

Founder Radhakishan Damani

Headquarters Powai,
Mumbai, Maharashtra
,
India

Number of locations 214[1] (June 2020)

Area served India

Key people  Radhakishan Damani

(Chairman)
 Ignatius Navil Noronha
(CEO)

Products  Grocery & Staples

 Daily Essentials
 Dairy & Frozen
 Home and furniture
 Home Appliances
 Bed & Bath
 Clothing
 Footwear
 Toys
 Crockery
 Luggage
 Health and beauty
 Sporting goods and fitness
 Grocery
 Fruits & Vegetables

Revenue ₹24,930 crore (US$3.5 billion) (2020)[2]

Operating income ₹1,813 crore (US$250 million) (2020)[2]

Net income ₹1,300 crore (US$180 million) (2020)[2]

Total assets ₹12,076 crore (US$1.7 billion) (2020)[2]

Total equity ₹10,431 crore (US$1.5 billion) (2020)[2]

Number of employees 9,456 permanent (2020)[2]

38,952 contractual (2020)
 About Founder of D- mart
Radhakishan Damani is an Indian businessman who is known for
establishing DMart. He founded DMart in May 2002 and it is owned
and operated by Avenue
Supermarts Limited (ASL). He is
an active Investor and manages
his portfolio through his
investment firm, Bright Star
Limited. He is also a Retailer and
actively took interest in the stock
market. As of 21 November 2019,
DMart was the 33rd largest company listed in the Bombay Stock
Exchange. As of January 2021, Forbes ranked him the 4th richest
man in India with a net worth of $18.9 billion.
Name Radhakishan Shivkishan Damani
Born January 1954
Birthplace Bikaner, Rajasthan, India
Age 67 (2021)
Nationality Indian
Current city Mumbai, Maharashtra, India
Education Universit of Bombay
Profession Businessman, Investor
Position Founder of DMart
Net worth $18.9 billion (January 2021)
Father Shivkishanji Damani
Siblings Gopikishan Damani
Marital Status Married
Children 3
D-mart Tagline
 Location and Timing
1.)D’mart Kanadia Road Indore DMart
Kanadia Main Rd, Kanchan Bag, Indore, M.P

2.)D’mart MR-5 Indore DMart

Industrial Area Laxmibai Nagar, Palhar Nagar, Indore ,M.P

3.)D’mart Nipania Indore DMart

75, Goyal Avenue, Nipania, gram, Indore,M.P

4.)D’mart Rajendra Nagar Indore DMart

365 Jawahar Nagar Road, Reti Mandi Square,
choraha, Rajendra Nagar, Indore, M.P

5.)Dmart Silverspring
Indore Bypass Rd, Phase II, Silver Springs, Indore, M.P

MONDAY 10:00 AM 8:00 PM

TUESDAY 10:00 AM 8:00 PM
WEDNESDAY 10:00 AM 8:00 PM
THURSDAY 10:00 AM 8:00 PM
FRIDAY 10:00 AM 8:00 PM
SATURDAY 10:00 AM 8:00 PM
SUNDAY 10:00 AM 8:00 PM
MISSION AND VISION
Layout
 Category of products
 Grocery
 Fruit and Vegetables
 Beverages
 Frozen Food
 Dairy Products
 Personal and Home Care
 Footwares
 Cosmetic items/Beauty care
 Medicines
 Household Utensil
 Fashion accessories
 Movies CD’s and gift articles
 Apparels/Garments
 Compititors
 Highly Competative Space.
 Compititors strive for cost leadership.
 Festivity based promotional
campaigns.
 Affective strategy used by compititors.
 Informative communication used by
online compititors and small scale
retailers.
 Billing counter
As a part of billing , billing department captured
a small corner in such an organised way ,so that
the crowd liquidate easily and fastly . They have
8 to 10 cash collecting counters because of that
they are liquidating customers very smoothly
and fastly . The mode of payment they accept are
cash payment , debit card ,credit card and online
payment .At billing counter one guy is doing
billing and other person is packing the goods
purchased by customer
Pricing
Advertising and promotion
 Summary
The objective to study the departmental store
(D-mart).I have selected D-mart for the study
.To conduct study I visited to departmental store
D-mart and collect information through
interview my nearest D-mart at PV95+R3H Rishi
Nagar , Tilak Path ,Indore,M.P. It is very well
arranged and principle of management are very
effective .It is up to date , very neat and clean
and huge stock is available
 Biblography

 Reference books(NCERT)
1.)poonam GANDHI
2.)SUBHASH DEY
 WEBSITE
1.)www.dmartindia.com
2.)www.dmart.in
3.)https://en.wikipedia.org/wiki/DMart
4.)www.google.co.in
 Self visited to D-mart