Hearty Mart: Endearing Success of a Small-Town Retailer FEATURES / Work in Progress | Nov 7, 2012 by Dinesh Narayanan An Ahmedabad entrepreneur finds that villages want supermarkets as much as cities do Image: Alok Brahmbhatt for Forbes India Nadeem Jafri, Hearty Mart, Juhapura, Ahmedabad February 2004 was not the best of times to start a business in the Juhapura neighbourhood of Ahmedabad. Two years ago, the city had been gripped by the worst communal riots in its history. Following the bloody riots in Godhra, Juhapura swelled with refugees, pushing its population up to about 5 lakh, making it the largest Muslim neighbourhood in Gujarat. In the meanwhile, Nadeem Jafri—tired of his five-year stint at ad agency Grey Worldwide’s Mumbai office—got an itch to start something of his own. Enamoured of a Big Bazaar outlet in the same building as his office in Mumbai, he quit his well-paying job and returned to Juhapura...
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