A PROJECT REPORT ON

“INTERNSHIP AVENUE SUPERMARTS LIMITED”

A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR

PARTIAL COMPLETION OF THE DEGREE OF BACHELOR OF
MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

MR. ASHISH KUMAR

UNDER THE GUIDANCE OF MRS.

POOJA OAK

BHARAT COLLEGE OF ARTS AND COMMERCE HENDREPADA,

BADLAPUR (W) 421503

A.Y.2021-22

A PROJECT REPORT ON
 “INTERNSHIP AVENUE SUPERMARTS LIMITED”

A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR

PARTIAL COMPLETION OF THE DEGREE OF BACHELOR OF
MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

MR. ASHISH KUMAR

UNDER THE GUIDANCE OF MRS.

POOJA OAK

BHARAT COLLEGE OF ARTS AND COMMERCE HENDREPADA,

BADLAPUR (W) 421503

A.Y.2021-22
 Bharat Friends Association

BHARAT COLLEGE OF ARTS AND COMMERCE

Hendrepada, Badlapur (W) 421503

CERTIFICATE

This is to certify that MR. ASHISH KUMAR the student of TYBMS

Semester-VI A.Y. 2021-22 has worked and duly completed Project
entitled “MRS. POOJA OAK.” Under my supervision .

I further certify that the entire work has been done by the learner under
my Guidance and that no part has been submitted for any Degree or
Diploma of any University.

It is his own work and facts reported by her/his personal finding and
Investigations.

Course Coordinator: In-charge Principal

Project Guide/ Internal Examiner:

External Examiner:
DECLARATION

I, ASHISH KUMAR the Students of T.Y.B.M.S. Semester VI (A.Y. 2021-22)

hereby declare that I have completed this project work titled “AVENUE

SUPERMART LIMITED ” under the guidance of Mrs.Pooja Oak This project is a

result of my own research work and has not been previously submitted .

To any other University for any other Degree/ Diploma to this or any other

University.

Wherever reference has been made to previous works of others, it has been clearly

indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained

and presented in accordance with academic rules and ethical conduct.

___________________

(Signature of Student)
Ashish Kumar

Roll No. : 9015

Bharat college of Arts and Commerce

 ACKNOWLEDGMENT

To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.

I take this opportunity to thank my In-charge Principal, Ms. Neetu Kapoor for
providing the necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Mr. Sandesh Tambe, for his
moral support and guidance.

I would like to express my sincere gratitude towards my project guide

Mrs. Pooja Oak whose guidance and care made the project successful.

I would also like to thank my college library, for having provided various
reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my parents and peers
who supported me throughout my project.
Sr No. Chapter Pg No.

1 Introduction 6

2 Mission and Vision 35

3 SWOT Analysis 38

4 Learning Objective 41

5 Conclusion 55

6 Biblography 56
 CHAPTER 1: Introduction

Avenue Supermarts Limited, 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
 
 FOUNDERS

 
DMart is owned and operated by Avenue Supermarts Ltd. (ASL) – a company founded by
Mr. Radhakishan Damani. Mr. Radhakishan Damani is respected in the business world as an
astute investor in the Indian equity market, he has built a company that constantly strives
towards developing a deep understanding of customer needs and satisfying them with the
right products. A firm believer in core business fundamentals and strong ethical values, Mr.
Damani has built DMart into an efficient, large and profitable retail chain that is highly
respected by customers, partners and employees alike .
 
 
 ORGANISTATION STRUCTURE

STORE
MANAGER

DEPARTMENT
MANAGER ACCOUNTS
(CASH)

DEPARTMENT DEPARTMENT
MANAGER MANAGER HR
(CORE) (NON-CORE)

FLOOR
OFFICER

F1,F2,F3 F1,F2,F3 F1,F2,F3

(CASH) (CORE) (NONCORE)

CASHIER SALES SALES

ASSOCIATEA ASSOCIATE

PACKER PROMOTER PROMOTER

HOSPITALITY

FACILITY
(STAFF)

H.K.
(STAFF)
 ORGANISATIONAL STRUCTURE

Organizational Structure The organization structure of D Mart is decentralized where there

are different regional heads and who is connected with the director, i.e Mr Dimani. Contracts
are made with different novelty of products for distribution to the distribution centres and
from there to the packaging centre and lastly to the stores. Every activity are recorded
according to zones and groups of zones only and forwarded at one to make the final. 

The organizational structure of D Mart goes like this 

CHAIRPERSON (MR. DAMANI)

BOARD OF DIRECTORS

DEPARTMENT FOR EACH OPERATION

ZONAL HEADS

ZONAL DIRECTORS

ZONAL SUPERINTEND

ZONAL DISTRIBUTOR ,EMPLOYEES AS ACCOUNTANTS, SALESPERSON, ETC.

AVENUE SUPERMARTS LTD. (DMART) - PROFIT AND LOSS

FIGURES IN RS CRORE 2021 2020 2019

INCOME

Sales Turnover 26024.4 27047.19 21862.68

3

Excise Duty 2237.23 2372.18 1946.43

Net Sales 23787.2 24675.01 19916.25

0

Other Income 208.90 63.33 51.41

Stock Adjustments 257.90 333.21 429.18

Total Income 24254.0 25071.55 20396.84

0

EXPENDITURE

Raw Materials 20614.2 21349.14 17409.12

3

Power & Fuel Cost 168.03 183.57 150.20

Employee Cost 495.13 424.74 335.03

Other Manufacturing Expenses 690.12 613.76 472.45

Selling And Administration Expenses 103.84 117.72 123.99

Miscellaneous Expenses 232.02 197.16 212.46

Less: Pre-Operative Expenses Capitalised 0.00 0.00 0.00

Total Expenditure 22303.3 22886.09 18703.25

7

Operating Profit 1950.63 2185.46 1693.59

Interest 34.48 62.76 47.15

Gross Profit 1916.15 2122.70 1646.44

Depreciation 371.36 339.81 198.80

Profit Before Tax 1544.79 1782.89 1447.64

Tax 379.48 433.00 511.29

Net Profit 1165.31 1349.89 936.35

 D-Mart is present in India across 11 States and 1 Union Territory

DMart is a listed on the NSE and BSE stock exchanges under the name of ‘Avenue
Supermarts’ and is valued at around  1.95 Lakh Crores. It also has five subsidiaries to its
name that work towards the smooth functioning of DMart and Avenue Supermarts Limited
entity as a whole.
 
Now that we know about DMart as a company, let us now go through the company’s
marketing mix model in detail to get an overall understanding of its offerings.
 WHY IT WAS SELECTED ?

DMart is among those rare companies that scouts for truly gifted young talent and integrates
them into a system that will help them grow. With a diverse employee roster spanning across
every facet of the Indian blueprint, we truly are a mix of energies, cultures, lifestyles and
communities making DMart an interesting and stimulating place to be. We provide our
employees with such a contrasting environment to help them grow and understand difference,
thus emphasizing our unity in diversity. DMart offers you the chance to build a career in what
is one of the most promising markets in the world, and a totally development-focused culture
to grow in. Would you miss this opportunity to change your life? We stay true to the humane
objectives with which DMart was created, and they continue to be our inspiration in our quest
for excellence in people-practices.

May dmart select done because that job related to my stream is Retails Sector & Marketing
Sector. I will get to learn customer behavior in D-mart. How do the officers handle all the
work in D-mart. Like cashier, packer, customer problem, everything has to be handled by the
officer.
It will be good for my future to get experience by doing job in this sector with study.In the
coming time, I can go ahead in the retail sector on a higher position.

If I get promoted then I can handle store like D-mart well.

 
 
 BUSINESS STRATEGY OF DMART
 
DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic
home and personal products under one roof. Each DMart store stocks home utility products -
including food, toiletries, beauty products, garments, kitchenware, bed and bath linen, home
appliances and more - available at competitive prices that our customers appreciate. Our core
objective is to offer customers good products at great value.
 
DMart was started by Mr. Radhakishan Damani and his family to address the growing needs
of the Indian family. From the launch of its first store in Powai in 2002, DMart today has a
well-established presence in 263 locations across Maharashtra, Gujarat, Andhra Pradesh,
Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab and
Rajasthan. With our mission to be the lowest priced retailer in the regions we operate, our
business continues to grow with new locations planned in more cities.
 
The supermarket chain of DMart stores is owned and operated by Avenue Supermarts Ltd.
(ASL). The company has its headquarters in Mumbai.
 
The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc are
brands owned by ASL

A successful business is the crucial element of any business to flourish, grow and beat its
competition. DMart's business strategy has made the company grow exponentially and
become the most profitable supermarket chain in India. The company's mission is to be the
low-priced retailer in its area of operation.
Characteristics of DMart's Business Strategy.
  Product-Mix
The company comprises everyday use products for its customers, which are categorized as
Foods, Non-foods and General Merchandise & Apparel. The chain operates on a B2C
(Business to Consumer) model, where goods are directly sold from the manufacturer to the
end-user.
The demand for these goods is on-going as they comply with the basic day-to-day needs,
thereby creating a demand throughout the year. This eliminates the risk of high demand
fluctuations and provides consistency to the business.
Revenue Drivers (DMart's Revenue Model).

 Slotting Fees
It is a payment that is made by the manufacturer of goods to the superstore to keep its
products on the shelf for sale. Also called an entry fee for the products, which are held in the
supermarket. Being a supermarket chain DMart also charges a 'Slotting Fee.'

The store attracts high volumes of customers, making it an attractive and opportunistic place
for the manufacturers to keep their products. This attracts more and more manufacturers
willing to put their products in the store.
A slotting fee indirectly reduces the product's purchasing price for the retailer, thereby
allowing it to offer the products at discounted prices, i.e., less than the MRP (Maximum
Retail Price), hence attracting large buyers.
Reduce Expenses
A low-cost business model with high profits is one of the most attractive and successful
forms of running a business. As simple, it sounds like it is not that easy to achieve.

However, DMart has successfully achieved it. How? DMart operates on a low-interior-cost
concept where it has tried to reduce the operational expenses for the company. These low
operating expenses are a result of- efficient space utilization by putting more products in less
space thereby creating space for more products; less number of billing counters reduces the
requirement of more workforce and systems thereby reducing employee cost; a very basic
and low-maintenance interior of the store, are some of the ways through which DMart has
controlled its expenses.

 Low Purchase Price for the Products

The credit cycle of DMart, i.e., the time in which it returns the payment to the manufacturers
for the goods purchased from them is quite less than other retail operators. This allows the
company to avail massive cash discounts from the manufacturers, thereby cutting the
purchase price of the goods.

 Volume Sales
Being a low-priced retailer gives an edge to DMart. Low price leads to high footfall in the
store leading to high sales volume, thereby attracting more and more manufacturers to keep
their products in DMart. This is a cycle created by DMart, which keeps the loop ongoing. 
Further, due to high volume sales, manufacturers also extend a volume discount, reducing the
purchasing price. This supports the low-cost business model and makes it stronger.

 Regional Goods
India being a diverse country has various regional specific goods. DMart grabbed this
opportunity by stocking its stores with area-specific products. People across different states
missihave unique lifestyles habits and hence lead to slightly different consumption habits.

DMart pooled the popular local brands of a particular region in one place, making it more
convenient for the buyers to avoid going to the local Kirana shops. This helps DMart to cut
the competition from general Kirana stores gaining more market share. 
  Self-Owned Stores
The Company operates on self-owned stores, which allows it to be a low or no debt company
making it stronger financially.  Further, no rental cost helps in high positive cash flows,
which are used for opening more stores. Although the expansion and growth in self-owned
stores are slow, it has its own advantages. Of all the existing stores to date, almost 80% are
self-owned. 

 Target Audience
DMart’s target customers are low-income groups who are looking for low-cost goods. Thus
by providing excellent quality and branded products at a lower cost, DMart attracts a more
extensive customer base than other retailers.

 Eliminates Middlemen
Operating on a B2C model eliminates intermediaries and hence the added cost to the
product's price. This further helps the company to sell goods at a lower price.
 CONSUMERS BEHAVIOURAL PATTERNS

Offering a variety of products at low-prices creates psychology in customers to buy more,

which is offered at a discount. This behavioral pattern among the consumers has been evident
when the 'Sales Period' of the year arrives in stores.
Food For Thought!

DMart currently operates the majority of its business via brick and mortar stores. But the
entry of online e-tailers has started to disrupt the market share of existing brick and mortar
stores. These e-tailers are highly cost-efficient and are more widely accepted due to a simple
concept of shopping at the tip of their fingers.

Avenue Supermarts have launched 'Avenue E-Commerce Ltd.,' its online shopping portal, to
keep up with the competition and the industry. But competing in this space calls for its
challenges and new players like 'Amazon,' which is a giant whale in itself. So whether DMart
will be able to keep up with the changing market scenario or not is food for thought
The functions of the staff D Mart’s success is in its primary three pillars that the business
focuses on – Customers, Vendors and Employees. Therefore, the third pillar of the D Mart
success model is effective human resource management. In retail business employees are as
important as customers. Competition in the retail business is getting fierce with new
technological up gradation, customers are now getting insight of their needs and available
options, facilitating a rising amount of personal service, articulated in innovative ways and
delivered through the cloud. In a recent study it had been observed that unreasonable and
inflated employee turnover in the retail business has an impact on the management employee
relation (Imna & Hassan, 2015). In retail business the employees are the face of the
organization who engages with the customers directly. Therefore, if an organization fails to
connect and develop an effective and positive relationship with the workforce, then the
management may be compromising the investments that the organization is building to make
customer satisfaction as a priority for success. The hidden risks of employee satisfaction can
lead to negative publicity and harm reputation of the organization in the market and decrease
return in investment (Salleh, et al, 2012). Therefore, being one of the pioneers of retail
market, D Mart hires talented youths, train them effectively to cultivate their skills and talents
and mould as per requirement of the organization. Employees in D Mart are offered excellent
salary revenue, flexibility, positive and well organized work culture. D Mart employees are
taught about the organization’s objective and rules and regulation during the training period
but once on the floor of the retail chain they have the empowerment to operate according to
their convenience to solve customer problem and increase customer satisfaction.

PRODUCT AND SERVICES

Talking about the product of Dmart, it offers a wide range of products, the company has
segmented its wide range of products into three categories, i.e Foods, Non-foods and General
Merchandise and Apparel. 

1. Under its Foods Category – It offers groceries, staples, processed foods, dairy, frozen
products, beverages & confectionery and fruits & vegetables that contributes close to
52 percentage in revenues.
2. Under its Non-foods Category – It offers home care products, personal care products,
toiletries and other over-the-counter products that contribute close to 21 percentage in
revenues .
3. Under its General Merchandise and Apparel Category – It offers bed & bath, toys &
games, crockery, plastic goods, garments, footwear, utensils and home appliances that
contributes close to 29 percentage in revenues
4. DMart also sells a variety of products under its own name through brand names such
as D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour. 
Yoga Bar Muesli - Dark Chocolate Cranberry: 400 gms

Regular Price : 180

DMart ₹ 162
Key Features
- 83% Nuts + Seeds, Dried Fruits, Whole grains.
- 100% Natural Ingredients.
- Protein Source & Fibre rich.
- Flax, Pumpkin & Chia seeds.
- 100% Whole grain (Quinoa, Oats, and Brown Rice).
- Gluten-free and Vegan.

How to Use
Can be eaten with 50-100ml milk or as an anytime healthy snack to munch on.
Benefits
- Healthy Wholesome Breakfast.
- Nutritious, Delicious & Filling Snack.
- High Protein & High Fibre keeps you fuller for longer.
- Antioxidants & Omega 3 for better immunity
- Convenient packaging to carry anywhere.
Any Other Must-Know Information
- 100% whey protein blend.
- No soy.
- Rich in Omega 3.
- Antioxidant-rich ingredients.

Yoga Bar Muesli - Fruits + Nuts & Seeds: 400 gms

DMart ₹ 162

Key Features
- 91% Nuts + Seeds, Dried Fruits, Whole grains.
- 100% Natural Ingredients.
- Rich in Protein.
- Flax & Chia seeds, specially selected Almonds.
- 100% Whole grain (Quinoa, Oats, and Brown Rice).
- Gluten-free and Vegan
- No processed sugar.
How to Use
Can be eaten with 50-100ml milk or as an anytime healthy snack to munch on.
Benefits
- Healthy Wholesome Breakfast.
- Nutritious, Delicious & Filling Snack.
- High Fibre & High Protein. Keeps you fuller for longer.
- Convenient packaging to carry anywhere

Yoga Bar Breakfast Protein Bar - Apricot Fig: 50 gms

Key Features
- 8g protein.
- 7g fibre.
- Only whole grains.
- Contain Dried Fruits + Nuts + Seeds.
- No chemicals.
- 100% Natural Ingredients.
Benefits
- Meal replacement.
- Quick protein boost.
Any Other Must-Know Information
- 100% Natural.
- No processed sugar.
- Rich in Omega 3.
Disclaimer If Any
Allergen Information

- Is it vegan?
No, they use honey.
- How much protein is in one bar?
8g protein in one bar.

Boat Rockerz 238 Black Wireless Bluetooth Headset: 1 Unit

- Headphone Type : Bluetooth Earphones

- IPX RATING : IPX5
- Dual Pairing : Yes
- Drive Type : In-ear
- Driver Size : Yes
- Total Harmonic Distortion : Dynamic
- Noise Isolation : 10 mm
- Frequency Range : ?1%
- Ohm : Yes
- Sensitivity at 1KHz : 2.402 GHz - 2.480 GHz
- Signal Noise Ratio : 16
- Bluetooth Version : 104±3dB
- Bluetooth Profile : V4.2
- Bluetooth Range : BES2002
- Rated Power : A2DP v1.3/ AVRCP v1.5/ HFP v1.5
- Battery Capacity : 10m
- Battery Type : 58mW
- Charging Interface : Micro USB

Cadbury Bournvita Health Drink Refill: 750 gms

Cadbury Bournvita is a delicious chocolate health drink which is enriched with Vitamin
(D,B2,B9,B12). It combines the great taste of chocolate, and goodness of essential nutrients
that aid growth and development. Bournvita is a malted chocolate drink mix that can be
enjoyed piping hot or deliciously cold. Try blending Bournvita with milk and ice cream to
make a chocolate milkshake that is delectable and nutritious.

Kellogg's Muesli Fruit And Nut: 750 gms

Overview

Kellogg's Muesli Fruit and Nut is a tasty and nourishing breakfast cereal made with five
nutritious grains (wheat, corn, rice, barley and oats) and five delicious inclusions (almonds,
raisins and candied fruits - papaya, apple, peach).
Key Features
High in Vitamin C
Naturally cholesterol free
High in iron
High in Vit B1, B2, B3, B6, Folate
Source of Fibre
Source of Protein
Ingredients
Multigrain (67.4%) {Wheat (25%), Corn Grits (15.8%), Rice (10.2%), Rolled Barley (8.2%),
Rolled Oats (8.2%)}, Candied & Dry Fruits & Nut (21%) {(Candied Papaya (7%), Candied
Apple (3%), Candied Peach (3%), Raisins (3%), Almonds (5%)}, Sugar, Cereal Extract
(1.7%), Wheat Bran, Iodized Salt, Vitamins, Minerals and Antioxidant (INS 320, INS 307b)
CONTAINS ADDED FLAVOUR (ARTIFICIAL COCONUT FLAVOURING
SUBSTANCES)
Storage Condition
Store in a cool and dry place.

Tur Dal Latur: 500 gms

MRP
₹ 143
DMart
₹ 118
(Inclusive of all taxes)
Save
₹ 25

Moong Dal: 500 gms

MRP
₹ 142
DMart
₹ 114
(Inclusive of all taxes)
Save
 ₹ 28

Crompton Greaves Dry Iron - PD Plus: 1000 W

Pack Contents –

Power Consumption : 1000 W

Instruction Manual & Warranty Card Warranty : 2 Years Warranty

Note: After Sales Service & repairs will be done by the Authorized Company Service Centers
Only
  Pricing Strategy of DMart

DMart deeply discounts its merchandise and offers products at less than competitive prices.
Thanks to this strategy, it has succeeded in creating an image as a low-cost retailer and has
attracted customers who are price sensitive. 
The company prides itself on being able to provide affordable prices to its customers
regardless of whether they live in urban areas or rural areas. 
Its pricing is usually less than the Maximum Retail Price (MRP) except for vegetables, fruits,
and medicines. During festival seasons, these low prices make customers buy products in
bulk quantities which results in a huge volume of sale. 
The pricing strategy of Dmart is the major reason why its supermarkets’ chain has been one
of the most successfully operated entities in the country.
 
 Takeaway Service

DMart is the fastest-growing supermarket retail brand in India. As of 2020, DMart has about
214 stores present in about 11 states and 1 union territory and is constantly expanding its
stores’ footprints.
DMart stores are present in a major part of India which includes a presence in cities like
Ahmedabad, Hyderabad, Banglore, Chennai, Mumbai etc.

CHAPTER 2

MISSION & VISION

D-Mart Mission 

D-Mart mission is to provide the best value possible for their customers, so that every rupee
they spend on shopping with D-Mart  gives them more value for money than they would get
anywhere else.
 
What roles do employees play for achieving the mission of D-Mart ?

 Proper Material Handing by reducing Debit and Write-off.

 Doing FIFO while Refilling the product.
 Being in their allotted department.
 Always be attentive this helps to reduce pilferage.

  

D-Mart Vision 

D-Mart offer customers a wide range of basic home and personal products under one roof.
 
What roles do employees play for achieving the vision of D-Mart ?

 Sharing queries and feedback of customers with Floor Managers, Officer, Department
Manager and Store Manager.
 Sharing Quality of product with colleagues .

 
D-Mart Values

D-Mart Values are Action,Care,Truth.

•  Action : Always being focused on your goals, Always be motivated and Enthusiastic while
whatever you are doing on store. Always have positive attitude for your work and for
everyone.
•  Care : Respect each and everyone and especially to the customer, listen carefully and try to
reply accurately.
•  Truth : Always provide correct and right information to the information.
 
Values are the road & 4 RQC is the vehicle to achieve the Mission, Vision & Values of D-
Mart.
 
Because 4 RQC is the first step of D-Mart.

4 RQC :
Right Price
Right Product,
Right Place & Quantity
Right Price Board
Quick Checkout.
 
Working Cultural of Employees at D-Mart 
 
This is something we achieve through cultivating a culture of inclusiveness and openness,
and a mindset of exploration and applied innovation. A career at D-Mart means experiencing
and contributing to customers living in every day. It means being a part of a dynamic culture
where we are united by a common purpose: to  move further, together. 
 
✓ A common code that helps us move forward.
✓ To surpass customer expectations consistently.
✓ To set standards in our business and transactions, and to be an exemplar for the customer
and ourselves. 
✓ To be ethical and sincere in all our Services.
✓  To be objective and transaction-oriented, and thereby earn trust and respect.
✓ To strive relentlessly; constantly improve ourselves, our teams, and our services and
products to become the best.
 
 Equal Employment Opportunity
 D-Mart believes in variety and inclusion and is committed to the principles of equal
employment opportunity. We comply with all applicable laws prohibiting discrimination or
harassment against any applicant or employee. This prohibition includes, without limitation,
discrimination based on age, race, color, gender, national origin, religion, creed, disability,
covered veteran status, genetic information, sexual orientation, gender identity, pregnancy,
childbirth or related medical conditions, marital status, citizenship status, ancestry, amnesty,
and any other personal characteristic protected by applicable law. This policy applies to all
personnel actions, including but not limited to recruitment, hiring, placement, promotion,
transfer, separation, compensation, benefits, training, and education.
 
CHAPTER 3
SWOT ANALYSIS
Strengths in the SWOT analysis of D-Mart

 Focus on the long-term: Damani, D Mart’s founder is an investor and hence the company
has concentrated solely on long-term profits. This has resulted in the company optimizing
its returns through a pricing approach driven by demand.
 Slow scaling: D Mart began on a very low keynote and gradually took its time to raise the
ladder upwards. This gave the company greater leverage and deeper knowledge of its
supply chain, as well as allowing them to better handle the bottom line.
 Customer-Centered Management Approach : D Mart has a very strong workplace policy
in place and is very open in its interactions with the employees. They do have a strong
relationship with vendors and manufacturers and are satisfied with stakeholders.
 Discount policy: One aspect that sets D Mart apart from his rival is its massive strategy of
discounting. The store is selling vital items at a flat discount price that most rivals are
unable to match and this has helped them reach the market.
 Clear distinction based on price: D Mart never adopted the trends set by other rival retail
companies but believed in setting their own trends. Through a simple price-based
distinction they dominated the market and sold their products at much lower prices than
rivals.
Weaknesses in the SWOT analysis of D-Mart

 Focus on other places: D Mart has concentrated mainly on the Western States and has a
very small presence in the South, quite unlike its rivals, who are present everywhere. That
has prevented them from gaining popularity in the market.
 Slow growth: Nearly 16 years ago, D Mart established much before the retail boom set a
fire in India. However, owing mainly to its long-term outlook, it has not been able to
dominate the market, even as many of the later entrants.
 Low pricing sustainability: The company has a zero credit policy and so manufacturers
and suppliers offer them a much better deal which is how the business can afford the low
prices that the rivals can not imagine.
 No frills: D Mart follows a No-frills strategy wherever possible the emphasis is on cutting
costs. Their services are central and most upmarket stores lack the frills. The clients who
come here are essentially looking at the low prices of the items on sale. Therefore the
longevity of this differentiator is uncertain.

Opportunities in the SWOT analysis of D-Mart

 Technology: Technology has a lot to contribute to retailers in terms of in-store experiences

and retailers can use IoT, artificial intelligence, etc. to create value-adding services for
their customers for which they can charge a premium.
 Service personalization: Consumers are searching for customized services they are willing
to pay extra for. Retailers should expand on this willingness to pay more and boost the
quality of services they offer.
 New Developing Markets: New developing markets and mall culture can be the biggest
opportunity for the company.
 South of India: D-Mart can also open stores in the south and areas where no store is there.

Threats in the SWOT analysis of D mart

 People in large cities, in general, are particularly lethargic about leaving their homes and
often tend to shop online. So companies such as Amazon and Flipkart are now big threats
to most retailers.
 Online startups are the hottest trend in India. Many of these are aggregators that cost-
effectively put the manufacturer and the consumer together. These companies are the
emerging threats more so because in the aggregation industry many new brands are
emerging mainly due to lower entry barriers.
 Global competitors.
 Competition among Best Price & Reliance Retail.
 Unorganized retail is also a big threat.
 Government Policies and regulations related to the retail sector.
 International Players who are willing to open stores in India.
 CHAPTER 4

LEARNING OBJECTIVE & LEARNING EXPERIENCE

 LEARNING OBJECTIVE

The purpose of working at D-Mart is to expose myself to real work environment experience
and at the same time, to gain knowledge through hands-on observation and job execution.
From working at D-Mart, I have learned & developed skills in work ethics, communication,
management, and others. Moreover, this practical training program allowed me to relate
theoretical knowledge with its application in the D-Mart.
The objectives of working in D-Mart are:

- To provide me the opportunity to test my interest in a particular career before permanent

commitments are made.

- To develop skills in the application of theory to practical work situations.

- To develop skills and techniques directly applicable to my career.

- Working at D-Mart boosted my sense of responsibility and good work habits.

-To expose me to real work environment experience gain knowledge in writing reports in
technical works/projects.

- It has helped me to increase my earning potential upon graduation.

- To build strength, teamwork spirit, and self-confidence in my life.

- To enhance the ability to improve my creativity skills and share ideas.

- To build good communication skills with a group of workers and learn proper behavior of
corporate life in the Professional field.

- I am implanted with good moral values such as responsibility, commitment, and

trustworthiness during my working period. 

Work done by student - Department , product Handled, Timing 

I have joined Avenue Super Mart. i.e. D-Mart in the span of lockdown just for fulfilling the
requirements of my family but everything turned out quite good for my professional life. 

I have given my interview full of confidence and sure I was sure I will get the job. and they
hire me immediately as I was confident and fit in their criteria.

On the very first day, I was introduced to the rule and regulations of D-Mart. Along with
Grooming standard followed by D-Mart Employees. The timing was evening 5:00 to 9:00
PM for 4 hours and on public holidays and Sunday, Saturday we have to work based on 9
hours as it's get crowded on weekends and public holidays so they use to call every staff. As I
was fresher they have given me work like checking the files, sometimes cashier's, along with
solving the queries of customers. 

In the first three months, I was under the food section where I was introduced to FSSAI
Auditing and why it's necessary for the organization, and how to do FSSAI Auditing. Along
with proper training of employees, I use to have training sessions at D-Mart every month for
1 hour only where they teach ethics of D-mart, functioning of the organization, Do and Do's
of organizations, policy beliefs my D-mart employees, and customer satisfaction. 

In the next three months, I was introduced to our Go-down where they guide me on how to
prepare a product write-off book and how it affects profit on an organization with they sent
me to the department where I built my confidence more. 

I have attended 7-8 training sessions where different topics of the store were covered by the
trainer. As the day passes I use to learn things by doing things themselves only. 

There are a lot more elements that I have learned it will be continued in a further chorus. 
DEPARTMENTS

 PURCHASE DEPARTMENT - Also known as a procurement department or a

purchase department, the purchasing department support company operations as the
primary buyer of goods and services in private sector companies, government
agencies, educational institutions, or any other type of organization.

The procurement department serves its internal customers by procuring the goods and
services they need in a timely manner while also maintaining the company’s financial health.
They seek and purchase products and services at the best possible price and value.

As such, the purchasing department must understand the complexities of the operation it
supports as well as the markets that provide the goods or services required to meet its
objectives. The duties and responsibilities of a purchasing officer far extend beyond
procuring office furniture and supplies. Today’s procurement staff must also understand
complex Network technology equipment, international travel needs, acquisition of
workspaces, and more.
Purchasing Department Staff

At the top of the purchasing department, there is a purchasing manager who supervises the
department staff and works closely with the organization executive do plan and oversee the
budget. The purchasing manager has to maintain close communications with department
heads to better understand their needs and the role their purchases play in the company. For
instance, a purchasing manager for an online retailer needs to have a working knowledge of
the way network servers play the company’s operational workflow.

Purchasing officers, purchasing agents, and buyers all work under the supervision of the
purchasing manager. Their duties and responsibilities may vary depending on an
organization’s size and priorities. A purchasing agent for a pharmaceutical company may
focus on purchasing the chemicals used in manufacturing specific drugs. A purchasing agent
for a mortgage broker may handle for curing goods and services that range from necessary
office supplies to vehicle rentals.

 GRN - The full form of GRN is Goods Received Note. The GRN refers to the
document which is filled by the customer at the time of receipt of the goods from the
seller to confirm the receipt of all the goods as agreed between the parties involved,
and it is often compared with the purchase order (PO) before issuing the payment to
the seller of the goods.

Features of GRN

At D-Mart, where the organizational process includes transporting the goods from one place
to another or transporting from outside market to the warehouse, goods receipt note plays a
very important role. Sometimes, the processing time may be slow from the usual, which can
be traced from the goods receipt note.

One of the important features of goods receipt note is that, where the goods are transported to
the store, the store manager takes this document as proof as to whether the goods are as per
the required quantity, whether the required quantity as written in the note is actually received
or not. Hence the goods receipt note also becomes proof and becomes the audit trail.

What is to be Included in Goods Received Note?

Usually at D-Mart, the pre-print of the goods receipt note is of the store’s department. Hence
the management should properly train them in terms of what is required to be included in the
goods receipt note. The following list is prepared on the important things to be included in
GRN:

 The top of the GRN shows the name of the supplier of the goods.
 It is followed by the date and time of the issue and date and time of receipt of the
store’s department’s goods.
 The proper address of the place where the goods are supposed to be transported and
where the goods are supposed to be delivered along with the proper PIN code.
 The description of the goods getting transported and the quantity of each kind of
product, the rate, and the price of the goods.
  Process of GRN -

The following is the process of GRN:

 The receipt of the invoice and challan and unloading of the goods to the stores.
 The physical verification of the number of goods received along with the description
of the goods.
 If the goods are disputed or are of a short quantity, the supplier is contacted asking for
the shortfall.
 After the quantity is checked, the quality test is made.
 An acknowledgment shall be made by challan and sent it to the supplier.

 After the above step, the receiving department will prepare the GRN in 5 copies.
Original for them, and the remaining to the purchasing departmet, Accounts
department one to the store manager, and one to the person making the purchase
requisition.
 Based on it, entries are made to stores ledgers.

 Importance

 For any accounts department, the goods receipt note is a vital document since it serves
the purpose of the objectivity principle of accounting. Any entry in the books of
accounts is compulsorily required to be supported by the proof in documentary form.
 Further, before making any payment of products to the seller, the goods are verified
with the GRN. Also, in an organization, to reduce the probability of errors and fraud,
another must check one person’s work, and one person is not involved in more than 1
continuous process. Hence due to GRN, the organizational work is inspected by
different people.
 Since the actual physical quantity of goods is checked with the goods receipt note,
payment is only made for those actually received. Hence wrongful payment is
avoided.
 This document also places an important role in the supplier. The supplier can prove
with the help of the GRN that the goods have been dispatched from their end as the
GRN is an official legal document and can be accepted as proof in the court of law.
  Benefits

The following are the benefits of the goods received a note:

 It works as evidence for auditors and hence included in the audit trail procedures.

 GRN shows the actual quantity received, and hence the loss of higher payment to the
suppliers can be detected.
 It is delivery proof. It is a legally enforceable document and can be submitted in the
court.
 The logistics team personnel become accountable in case of errors or frauds since the
quantity should always match with the GRN quantity. A sense of responsibility and
alertness is created among the team.
 The financial departments of bigger firms can use this document for comparison
purposes as to how much quantities of goods are ordered and how much has actually
been received and entered in the book.

 Cash Point

I. Cashier - A Cashier, or Retail Cashier, is responsible for processing cash,

debit, credit and check transactions using a cash register or other point-of-sale
system in a retail environment. Their duties include balancing the cash
register, making change, recording purchases, processing returns and scanning
items for sale.

II. Packer - Their duties include interpreting order invoices to determine which
items need to be sent out, performing quality control assessments and stacking
items safely and securely in the right packaging.
 Cashier responsibilities include:

 Managing transactions with customers using cash registers

 Scanning goods and ensuring pricing is accurate
 Collecting payments whether in cash or credit

 5 Steps of Cashiering

1. Greet the customer with smile.

2. Ask for Carry Bag and scan the products
3. Ask for payment and count cash twice
4. Inform the customer, the cash received & the change given in hand clearly.
5. “Thanks” the customer for shopping.

 Data Entry
  Packer Roles & Responsibilities

1 Weighing packages and labelling them appropriately

2 Ensure that items are undamaged.

3 Inspecting shipping containers to ensure they meet shipping regulations.

4 Keeping records of packagess including delivery notes, invoices, etc.

5 Pack items into shipping containers.

6 Seal and label shipping containers.

7. Wishing “THANKS” to the customer.

 SALES –

The major duties and responsibilities of sales executives as the key point of contact
between an organization and its clients include responding to customer queries, offering
them advice, and informing about new products. In simpler words, a Sales Executive’s
duties and responsibilities include:

• Arranging sales visits with prospective clients

• Giving product demonstrations
• Maintaining proper sales and performance records
• Participating in trade exhibitions, conferences, etc.
• Negotiating sales contracts and designing packages
• Achieving sales targets

Career growth prospects are excellent for sales executives as upon performing well, they
can be promoted to senior sales roles or moved to related projects in the marketing or
management functional areas.
 QUALITIES IN SALES EXECUTIVES

Listed below are the most desired skills and qualities in sales executives:

1. Ability to Forecast – Sales Executives must break-free from their mindset of merely
being the revenue streams for a business and must be aware of the many aspects of
sales management such as sales numbers, attrition, headcount, training needs, etc.

2. Listening Skills – Listening skills are crucial to sales executives, as being in the
moment with the prospective customers will help you gain their trust.

3. Positive Thinking – Having a positive attitude is crucial for sales executives as it

influences their performance especially when there are times when cracking sales
deals seem very difficult.

4. Interpersonal Skills – Good interpersonal skills are a major requirement for sales
executives as it helps you in maintaining and forging a long-lasting relationship with
the customers.

5. Confidence – The main job of sales executives is to convince their potential

customers that the product they are selling is the best. For that, sales executives have
to have conviction in the product they are selling.

6. Product Knowledge – Confidence and conviction can only come if Sales Executives
have through and intensive knowledge of the product they are selling.
  MATERIAL HANDLING AS A SALES EXECUTIVE

We as sales executive might combine varies of duties in our departments but our major aim
is to achieve of D-Mart

Following are the duties which I use to perform as a Sales Executive :

o Managing a team

Some sales managers may work independently in a sales department, but often they
manage a team of sales associates.The sales executive sets department goals for the team,
individual quotas and timelines for achieving these. It is important to provide frequent
feedback, communicate any updates or changes and be available to your team to answer
questions.

o Creating goals

Sales executives receive department goals from their superiors or they create goals
themselves. Often these are units to sell. Each sales representative is responsible for
achieving their own goals and the sales executive tracks the progress towards goal at D-
Mart.

o Generating reports

Sales executives generate several reports at D-Mart. Depending on the Department,Report

like, sales data,Floor walk book,Top 100 items book,etc at D-Mart.We use these reports
 to encourage or educate our teams to share with Floor Managers.Generating reports
requires basic computer skills and the ability to interpret data to make adjustments for
reaching your goals.

o Reviewing processes

More than monitoring the markets and sales departments, sales executives ensure their
teams work efficiently within D-Mart.This includes identifying clear roles for team
members, communicating to other departments for needs and reviewing tools and systems
to ensure the teams have the resources they need to complete their job.You might also
evaluate the sale process for individual associates from prospecting to managing customer
relationships to see if every step achieves the desired results.

o Building relationships

Selling products to a customer is only the first step in maintaining a relationship.We

always try to fulfil customers needs to ensure their products matched their expectations,
offer products that complement their previous purchases and update them on product and
company updates. We create standard durations for associates to connect with their
customers to ensure the relationship is current.

 
 
 
 
 
 CONCLUSION

I have enjoyed my internship at Dmart so far. Working with people in different departments,
learning about the retail industry and developing my sales skills has been a great experience. I
am looking forward to further developing my skills and working on my future career at
Dmart. I have been learning a lot from my co-workers and my manager and have enjoyed
working with them.

After graduating from university and securing an internship at Dmart, it was time to find a
full-time job. I had heard that Dmart was hiring sales executives, so I applied for the position
and was invited for an interview. I felt prepared going into the interview, but was still pretty
nervous. I felt like I did well in the interview and I thought I would be hired.

I had a great experience working at Dmart as a sales executive. I was assigned to different
areas of the company and was given a lot of responsibility which gave me the opportunity to
learn and grow in the position. The hardest part of the job was working long hours, but the
most enjoyable was meeting new people and building relationships. I would highly
recommend interning at Dmart as it was a great experience and I learned a lot!

After spending my last semester interning at Dmart, I couldn’t be more excited to continue
my career with the company! During my internship, I was able to learn a lot from my
colleagues, while also being able to help customers in a hands-on way. I’m most looking
forward to learning the ins-and-outs of the sales world, and building a strong network of
contacts throughout the industry. If you’re interested in learning more about Dmart’s sales
process, and how you can be a part of it, please feel free to reach out!
 BIBLOGRAPHY

www.wikipedia.com

www.google.com

www.medium.com

www.dmart.in

www.quora.com