India resides in villages and we thought that when every player - small or big - is targeting cities, it makes sense to enter villages and have a first mover advantage. Hearty Mart started providing franchisees in villages at a very economical fee. In April 2007 we floated our first franchisee at Ilol near Himmatnagar. This initiative was welcomed by the villagers as they were happy that it opened up new employment avenues for them and the customers also felt that with Hearty Mart they could get access to better merchandise at their respective village - doorstep.
We always look for new opportunities at taluka and village levels where we can encourage an entrepreneur to invest in our franchisee. As on date there are various franchisees operational in different villages in the parts of central, north and south Gujarat.
In the years to come we wish to cover every possible village of Gujarat.