From brick-and-mortar, D-mart revises playbook to e-commerce

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 Rs 175 crore into subsidiary Avenue E-Commerce, which runs DMart Ready, as it looks to strengthen its online operations.