From rural India to the UAE market: Hearty Mart’s
innovative business model and commitment to
quality products


Hearty Mart’s announcement to open its brand studio at Souk Al Marfa, Deira Island, Dubai
is a step in the right direction for the leading Indian retailer. This bold move indicates that
Hearty Mart is ready to take on the challenge of expanding its reach to the UAE market. The
brand studio is a statement of intent from Hearty Mart, signalling its commitment to
providing quality products to UAE residents.

Hearty Mart’s extensive assortment of spices, spice blends, dry fruits, pickles, chutneys,
grains, and pulses is a testament to the brand’s dedication to providing a diverse range of
high-quality products. With the opening of the brand studio, Hearty Mart is poised to spice up
the UAE market and offer customers a taste of authentic Indian flavors.

The brand studio will showcase Hearty Mart’s popular brands, ‘Khamir flour ‘, ‘ Zareef ‘ and
‘Good Time,’ which offer an extensive range of premixes, pulses, spice blends, and grains.
These brands have made Hearty Mart a one-stop solution for the hospitality, restaurant, and
catering (HoReCa) industry in India. With a robust supply chain and a wide range of
products, Hearty Mart has managed to cater to over 1,500 hotels across Gujarat and
neighbouring states.

Hearty Mart’s business model is unique, with a focus on creating franchises in untapped rural
and semi-urban spaces. The company creates entrepreneurs instead of managers and aims to
fulfill the needs of rural customers, making it one of the leading retailers in the rural sphere.
Hearty Mart currently has 15 stores across Gujarat, with its latest megastore in Morbi.
Hearty Mart has received numerous awards and recognitions for its innovative business
model and success. In 2010, the company was honored with the Star Entrepreneurship Award
by Indira College, Pune, at Taj Lands End, Mumbai. In 2016, Hearty Mart received the
‘Rising Sun Award’ from E-Chai and MICA.

The company has also been featured in leading business and news media platforms such as
Forbes India, Fortune, CNBC-TV18 Young Turks, Open Magazine, Economic Times, and
Progressive Grocer. Hearty Mart’s unique business model has been studied and featured in
case studies at leading institutions such as the Indian Institute of Management (Ahmedabad),
Mudra Institute of Communication (MICA), and European Case Clearing House (ECCH) in

Hearty Mart has also made significant contributions to society through its corporate social
responsibility (CSR) initiatives. During the Covid-19 pandemic, when thousands of migrant
laborers were displaced and in need of support to return to their families, Hearty Mart
collaborated with other organizations to launch a fundraiser. The initiative, named
‘#AhmedabadFightsCorona,’ distributed over 9,000 ration kits, served over 400,000 meals,
distributed 2,000 face shields to local administration and police, and distributed 7,500 PPE
kits. The initiative raised Rs. 25 lakhs in cash through crowdfunding and Rs. 45 lakhs through

The unique business model of Hearty Mart has been captured in a book titled, ‘Supermarket
for Rural Customers: A Study of a Community-Oriented Social Enterprise in Gujarat’ by
Subratta Dutta and Munish Alagh, Associate Professor at the ICSSR and Senior Fellow at the
ICSSR, respectively. The forward of the book has been written by Abusaleh Shariff,
Executive Director and Chief Scholar at US-India Policy Institute, Washington, DC, USA.
With its brand studio in Souk Al Marfa, Deira Island, Dubai, Hearty Mart is all set to offer its
finest spices, spice blends, dry fruits, pickles, chutneys, grains, and pulses to UAE residents.

The company’s unique business model, wide range of products, and robust supply chain will
undoubtedly make it a force to reckon with in the UAE’s retail sector. Hearty Mart’s success
and social responsibility initiatives are a testament to the company’s commitment to
entrepreneurship and community welfare.

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