Click to play videoMumbai: It looks like any other grocery store, but unlike others this one promises to lure customers in a novel way.
The staff of Spinach, a newly-opened chain of grocery stores in Mumbai, comprises local sabziwallas (vegetable vendors).
These vendors double up as salespersons at Spinach as they understand the needs of a customer in a particular locality. More importantly, they are familiar with groceries.
"In certain critical categories, where you have commodities like rice and pulses, we have picked up people who may not have the best education but they can hold the rice and tell if it's new or old, or what the fair value of the product will be," Chief Executive Officer, Spinach, Dipankar S Halder says.
Spinach's route to the customer is through familiarity and that goes beyond hiring your local vegetable vendor and involving housewives in the area.
They actually cook up a favourite dish at the store every now and then.
Before setting up an outlet in an area, Spinach asks households to fill up diaries to get a fix on shopping patterns.
That dictates its inventory. So, a store in upmarket Juhu in Mumbai, will stock exotic foods, but in Ghatkopar, it would go vegetarian.
The five-month old Spinach has 10 outlets in Mumbai.
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