From brick-and-mortar, DMart rejigs playbook for e-comm

Retailer ramps up home deliveries

- VIVEAT SUSAN PINTO

INDIA'S BEST-KNOWN VALUE retailer — DMart — finds itself at the crossroads as it eyes the next chapter of growth after close to 25 years in operation. The shift from value-to-convenience in urban markets has forced the country's second-biggest retailer after Reliance Retail to get aggressive with its e-commerce bet — DMart Ready.

Once just a side project in a business largely built on offline operations, DMart Ready is increasingly becoming a crucial piece for the retailer. DMart's parent Avenue Supermarts has infused ₹175 crore into subsidiary Avenue E-Commerce, which runs DMart Ready, as it looks to strengthen its online operations.

This comes in the backdrop of online home deliveries gaining ground across sectors. Industry sources say that the company is rewriting its e-commerce playbook, which has crossed revenue of ₹3,000 crore in FY25, looking to go beyond the 25 cities it is currently operational in.