Ever since the international supermarkets were introduced about a decade and a half back, the majority of the Pakistani population started preferring shopping from these locations. What used to be the norm with streetside wooden trollies, sidewalk showcases of fruits and vegetables, and spice stalls was left for tiled floors and imported goods inside air-conditioned buildings.
Even though these international markets made deals with the local industries for packeted spices, organic fruits, vegetables, seafood, etc., it is undeniable that the majority of the profits garnered went into the pockets of the non-Pakistani owners.
Esteemed names like Carrefour, Hyper Star, and Metro have already established an international market. Coming from places like France, Germany, and Saudi Arabia, even though they most definitely provided quality, the Pakistani economy was certainly not a part of the flourishing profits.
Over the years, many local market chains have tried their hands at keeping both the produce and profits local; however, apart from a bit of success in particular areas, they were not able to conquer Pakistan’s grocery market.
That was not until Imtiaz Supermarket was opened in Karachi. It started as a tiny superstore in the streets of Bahadurabad, Karachi, and now boasts an annual turnover of Rs 40 billion to Rs 1000 billion. Suffice to say, Imtiaz provides ample competition to international supermarkets, including Carrefour and Metro.
Undoubtedly, several strategies were created and implemented for the monumental success of Imtiaz supermarket. And in terms of affluence and profitability, even if the climb up the ladder was elongated and arduous, Imtiaz Supermarket is steadily on its way to becoming unmatched.
A Concise History of Imtiaz
ISM (Imtiaz Super Market), more commonly referred to by the people as just Imtiaz, is a fast-growing chain of supermarkets all over Pakistan. Despite its flourishing success, its origins are humble, to say the least.
The actual store, founded by one Mr. Imtiaz Hussain Abbasi, came into being in the year 1955. It was a small superstore carrying the everyday household essentials frequented by Bahadurabad, Karachi residents.
After a span of almost five decades, in 2003, another location opened in the midst of Awami Markaz, Karachi. Due to its considerable success over the years and the ample profits garnered, this store acted as a prodigious stepping stone toward what is now a chef-d’oeuvre.
Imtiaz operates 23 stores throughout the country, which locations in Bahawalpur, Lahore, Gujrat, Islamabad, Faisalabad, and Sialkot.
Reasons Behind the Success of Imtiaz
People of Pakistan have started to prefer Imtiaz over carrefour, and other international brands, because it offers many competitive advantages to its customers. Below are some reasons why Imtiaz has made such an impressive mark:
Cost – Compared to the rest of its competitors, it is relatively cheaper. Even though the strategy of keeping a lower price oftentimes leads to loss, with Imtiaz, it was most certainly not the case. This is because the lower costs have worked to attract the majority of the consumers, including the upper-middle, middle, and lower class.
Another reason for the low prices is, as it is not an international brand, it does not add extra taxes according to law. Thus, people do not have to pay extra money for their groceries.
Organic Produce – Imagine a local market from a decade ago but with better conditions. Imtiaz is said to provide organic fruits and vegetables from local farmers and sellers on a daily basis. In addition to that, their fresh fruits and vegetables are at an excellent value for money.
Diversity in Options- Another reason for its great success is that Imtiaz, along with offering quality grocery products, also provides a range of various retail genres. These include stationery, electronics, bakery items, cosmetics, utensils, and makeup products, all under one roof. Not only that, but you can also find a butcher’s area where one can get fresh meat.
Fantastic Customer Service – For a retail chain to reach new heights of success, there is a pre-eminent need for exceptional customer service. And Imtiaz is one of the best customer service programs in the country. Any damaged product can be exchanged or refunded just by showing the receipt. Moreover, their staff goes through a rigorous bout of intense training to induce a customer-centric environment.
Efficiency – To provide service to thousands of customers daily, Imtiaz has employed a surplus number of employees. There are always two attendees at the cash register, and you can always find more to help you drive your trolly and load the purchases in your car. In addition to that, several individuals are found working in the parking areas, constantly guiding cars to empty spots or helping them navigate towards the exit.
The Strategy
Along with creating its own strategies, Imtiaz has also adopted some international ones. One such endeavor is offering people an “Imtiaz card.” The customers can have 1 point with every Rs100 purchase. This way, a person can save up the points, and you can use those points during the next purchase instead of money. It is one of the reasons why Imtiaz is cultivating such a loyal consumer base.
This strategy and compensations by Imtiaz make it a key competitor of Metro Cash and Carry and Carrefour as the biggest supermarket chain in the country. And due to the drastically decreased prices of almost all the items, Imtiaz is way cheaper than all the other international brands. But because of the colossal number of sales, adopting the strategy of keeping the lowest possible prices has not affected the dominating retail chain in the east.
The Bottom Line
The Super Market might have started with the immeasurable efforts of its founders; however, its success is dedicated to the constantly hard-working employees. It goes to show that there is no reason we cannot have Pakistani-born and flourishing enterprises. All it takes is dedication, will, and herculean resolve.
Imtiaz Super Market is a living example of how Pakistan if we put our heart and soul behind it, can create its own local businesses and help boost the economy.
