1. DMart — The “Low Price, Low Cost” Strategy
DMart, operated by Avenue Supermarts, follows a very different philosophy from most modern retailers.
Its core idea is:
Buy Cheap → Operate Cheap → Sell Cheap → Sell More
DMart describes its model around Everyday Low Cost / Everyday Low Price (EDLC/EDLP) and bulk procurement. Its stores focus heavily on food, FMCG, general merchandise and apparel.
Strategy 1 — Buy in Bulk
DMart purchases products in large quantities.
Large quantity → Better supplier negotiation → Lower purchase cost → Lower selling price
The company deliberately prefers bulk at multiple stages:
- Bulk procurement
- Bulk movement
- Bulk customer purchases
This is one of the foundations of its value-retail model.
Strategy 2 — Keep Prices Consistently Low
Instead of depending heavily on frequent flashy promotions, DMart’s proposition is:
“You can expect competitive prices whenever you shop.”
This builds a strong value-for-money perception.
The customer comes to DMart expecting:
“I will probably get my everyday products cheaper here.”
That expectation itself becomes a competitive advantage.
Strategy 3 — Real Estate Discipline
DMart is extremely careful about store economics.
Rather than opening stores everywhere simply to increase visibility, it evaluates:
- Location
- Rent/property economics
- Customer density
- Store productivity
- Supply-chain accessibility
This helps protect margins in a business where rent and operating expenses can quickly become expensive.
Strategy 4 — Cluster-Based Expansion
DMart doesn’t simply scatter stores randomly across India.
It builds clusters in selected markets.
For example:
One strong city/region
↓
Multiple stores
↓
Distribution infrastructure
↓
Better supply-chain efficiency
↓
Lower logistics cost
This is similar to building a strong local network before expanding further.
Strategy 5 — Large Shopping Basket
DMart wants customers to make fewer but larger shopping trips.
Instead of:
“I need one shampoo, I’ll order it.”
DMart wants:
“I’ll do my monthly household shopping here.”
That means customers may purchase:
- Groceries
- FMCG
- Cleaning products
- Clothing
- Household goods
- Personal-care products
in the same visit.
DMart explicitly describes its model as serving the bulk-buying need rather than competing directly for every small, frequent purchase.
Strategy 6 — Limited Assortment, High Volume
DMart doesn’t need to carry every possible brand or SKU.
It can focus on products that:
- Sell quickly
- Have strong demand
- Offer good value
- Generate repeat purchases
This makes inventory management easier and increases the productivity of shelf space.
Strategy 7 — Private Labels
Private-label products allow retailers to control more of the economics.
Instead of only selling:
Brand A → retailer earns retail margin
the retailer can also develop:
DMart/private label → manufacturer/supplier → DMart → customer
This gives greater control over:
- Pricing
- Product positioning
- Margins
- Customer value proposition
Strategy 8 — Online, But Carefully
DMart also operates DMart Ready, but its approach to online retail is deliberately conservative.
In 2026, DMart reduced DMart Ready’s operational footprint from 24 cities to 11, prioritising cities where online operations have a better path to profitability rather than chasing maximum geographic scale.
So the philosophy is:
Don’t grow online just for the sake of growth.
2. Reliance Retail — The “Scale + Ecosystem” Strategy
Reliance Retail follows a completely different approach.
Its philosophy is closer to:
More Categories + More Stores + More Channels + More Customers
Reliance combines:
Physical stores + Digital commerce + New commerce + Own brands + Partnerships
to create a huge retail ecosystem.
Strategy 1 — Multiple Retail Formats
Reliance doesn’t operate just one type of store.
It has different formats for different consumer needs.
Grocery
- Reliance Smart
- Smart Bazaar
- Fresh formats
Fashion
- Trends
- Trends Woman
- Trends Man
- Yousta
- AZORTE
- Centro
Electronics
- Reliance Digital
- MyJio Stores
Beauty
Pharmacy
Jewellery
Toys
And it also operates/partners with numerous international brands.
This creates a multi-category retail ecosystem.
Strategy 2 — Omnichannel Retail
This is one of Reliance’s biggest strengths.
A customer can:
Discover online
↓
Compare products
↓
Visit a physical store
↓
Purchase offline
or:
Shop online
↓
Get delivery
This is supported by platforms such as JioMart and AJIO, alongside the physical store network.
The goal is:
“Wherever the customer wants to shop, Reliance should be there.”
Strategy 3 — Build an Entire Ecosystem
Reliance doesn’t want to be only the retailer.
It increasingly controls or participates in multiple parts of the value chain:
Manufacturing / sourcing
↓
Own brands
↓
Distribution
↓
Physical stores
↓
Digital platforms
↓
Customer data
↓
Repeat purchases
This creates a much bigger ecosystem than a traditional supermarket chain.
Strategy 4 — Private Brands
Reliance has aggressively developed its own brands.
Why?
Because owning the brand gives the retailer greater control over:
- Product
- Pricing
- Packaging
- Positioning
- Distribution
- Customer experience
Reliance Consumer Products, for example, focuses on developing affordable branded products across consumer categories while working toward greater supply-chain integration.
Strategy 5 — Premium + Mass Market
This is another major difference from DMart.
DMart is strongly associated with value retail.
Reliance can operate across:
Value → Mid-market → Premium → Luxury
For example, its fashion portfolio spans value, premium, bridge-to-luxury and luxury segments.
That means Reliance can target:
- Budget-conscious consumers
- Middle-class consumers
- Aspirational consumers
- Luxury shoppers
Strategy 6 — Technology
Reliance uses technology not just for online shopping but across the retail ecosystem.
Technology helps with:
- Customer discovery
- Personalisation
- Inventory
- Digital payments
- Delivery
- Loyalty
- Data analysis
- Omnichannel shopping
This becomes particularly powerful when combined with the company’s enormous customer base.
Strategy 7 — Hyperlocal Commerce
Reliance is also pushing into faster, localised commerce.
Instead of relying only on large stores:
Large retail network
Local merchants
Digital platforms
Fulfilment infrastructure
can create a much broader distribution network.
The company describes hyperlocal commerce as an important growth area.
Strategy 8 — Partnerships + Acquisitions
Reliance doesn’t necessarily build every brand from zero.
It can:
Build
- Acquire
- Partner
- License
- Distribute
This is why its portfolio can expand much faster than a retailer relying exclusively on internally developed brands.
DMart vs Reliance Retail
| DMart |
Reliance Retail |
| Value-retail focused |
Multi-format retail |
| Low-cost model |
Scale + ecosystem model |
| Bulk buying |
Multiple sourcing models |
| Everyday low prices |
Value + premium + luxury |
| Strong grocery/FMCG focus |
Grocery + fashion + electronics + beauty + jewellery + more |
| Controlled expansion |
Aggressive network expansion |
| Cluster strategy |
Pan-India ecosystem |
| Simple store proposition |
Multiple specialised formats |
| Cost efficiency |
Scale + technology + integration |
| Conservative e-commerce |
Omnichannel + hyperlocal commerce |
| Fewer categories |
Very broad category portfolio |
The simplest way to understand them:
DMart
“We will keep our costs low so we can give customers lower prices.”
Reliance Retail
“We will build the largest possible retail ecosystem so customers can buy almost anything, anywhere and through any channel.”
Rice Straw Plate Business
Rice Straw Disposable Plate Manufacturing Business – Complete Details
1. Business Setup
To manufacture eco-friendly disposable plates from rice straw, you need an agricultural-waste processing and moulded-fibre manufacturing unit.
Main products:
6–8 inch snack plates
10–12 inch dinner plates
3–4 compartment thali plates
Disposable bowls and trays
2. Machinery and Investment
These are approximate budget ranges. Actual costs depend on the machinery configuration, technology, and production capacity.
3. Total Project Budget
4. Raw Materials
The primary raw material is dry rice straw. Depending on the manufacturing process, you may also need water, pulping chemicals, and packaging materials.
You can source rice straw directly from farmers, rice mills, Farmer Producer Organisations (FPOs), and agricultural-residue suppliers.
Before purchasing, check the moisture content, cleanliness, transportation cost, and year-round availability of the straw.
5. Manufacturing Process
Collect and clean the rice straw.
Cut the straw and prepare the fibres.
Convert the fibres into pulp.
Wash and screen the pulp.
Form plates using suitable moulds.
Press and dry the plates.
Trim the edges and conduct quality checks.
Pack the finished products for distribution.
6. Monthly Profit Calculation – Example
This is an illustrative calculation, not a guaranteed profit. Actual expenses may include electricity, labour, wastage, packaging, transportation, loan interest, and machine downtime.
7. Machinery Suppliers and Technology Providers
You can enquire with the following organisations about suitable machinery and rice-straw processing technology:
ICAR-NRRI: Rice-straw processing technology.
Devaki Engineering Enterprises: Agro-waste tableware machinery.
Ecosure Pulpmolding Technologies: Pulp-moulding systems.
Agro Pulping Machinery: Agricultural-fibre processing equipment.
Before purchasing machinery, request a demonstration using rice straw and confirm production capacity, power consumption, mould costs, installation charges, and after-sales service.
8. Target Customers and Sales Strategy
Potential customers include:
Disposable-product wholesalers
Restaurants and hotels
Wedding and event caterers
Sweet shops and food vendors
Corporate canteens
Eco-friendly packaging distributors
Event management companies
Start by providing product samples, preparing a catalogue, offering competitive wholesale prices, and securing repeat orders from local businesses.
9. Registrations and Financing
Depending on your business structure and manufacturing process, you may need:
Business registration
Udyam/MSME registration
GST registration, where applicable
Local trade and premises approvals
Pollution-control permissions, where applicable
Food-contact packaging compliance and product testing
Worker-safety measures and wastewater management
You can also explore financing through PMEGP, MUDRA loans, CGTMSE-backed lending, and bank MSME loans, subject to eligibility and approval.
10. Recommended Starting Strategy
Start with pilot production before investing in a full-scale manufacturing unit. Test the plate quality, calculate the actual manufacturing cost per plate, and obtain trial orders from wholesale buyers.
Vivek Oberoi’s Business Empire
1. Luxury Real Estate – BNW Developments
Vivek Oberoi is associated with BNW Developments, a UAE-focused luxury real estate business.
Business Strategy:
The strategy is simple: combine property + luxury positioning + international branding to create premium real estate products.
2. Lab-Grown Diamonds – Solitario
Vivek Oberoi is also associated with Solitario, a lab-grown diamond business.
Strategy:
The interesting part is that the celebrity is not simply involved as a brand ambassador, but also has a business-side association.
3. Startup & Venture Investing
Startup investing is an important part of Vivek Oberoi’s broader business approach.
His approach can broadly be divided into two types of businesses:
Steady Businesses
High-Growth Businesses
4. Invest + Improve Strategy
An interesting part of his strategy is not simply investing in a company, but looking at how an existing business can be improved and scaled.
Model:
Existing Business → Technology → Better Operations → Growth → Scale
If a business already has strong fundamentals, technology, AI, digitalisation and better management can create opportunities for further growth.
5. Premium Spirits
Vivek Oberoi’s reported business interests have also included the premium spirits category.
Strategy:
6. Education & Social Impact
Education and impact-driven businesses have also been part of his broader business interests.
These types of businesses can focus on:
7. Technology & Marketing
Vivek Oberoi has also had entrepreneurial involvement in technology and marketing businesses.
Basic Strategy:
Technology + Real Problem + Scalable Business Model
The idea is to use technology to solve real business problems rather than relying only on celebrity recognition.
Vivek Oberoi’s Key Business Strategies
1. Don’t Depend Only on Celebrity Income
Build multiple businesses and investments alongside an acting career.
2. Diversification
Real Estate → Diamonds → Startups → Technology → AI → Healthcare → Education → Premium Brands
3. Premium Positioning
Target higher-value customers through strong branding and premium products or services.
4. Invest + Scale
Identify opportunities in existing businesses and grow them through technology, better operations and strategic improvements.
5. Multiple Industries
Avoid depending entirely on one industry by building exposure across different sectors.
How Can People Benefit From These Businesses?
Customers
People can explore the products and services officially offered by the respective companies through their official channels.
Entrepreneurs
Entrepreneurs can study these business models and learn from areas such as:
Investors
People should not invest simply because a celebrity is associated with a company. Investors should independently evaluate the company’s financials, valuation, ownership structure, risks and potential exit options before making any investment decision.
Celebrity Beauty Brands
Katrina Kaif – Kay Beauty
Brand: Kay Beauty
Category: Makeup & Beauty
Launched: 2019
Founder: Katrina Kaif, in partnership with Nykaa
Brand Story
Kay Beauty was created to build a beauty brand around Katrina Kaif’s experience with makeup and her understanding of Indian consumers. The brand focuses on makeup that combines performance with skin-friendly positioning and is designed for a wide range of Indian skin tones.
Business Strategy
1. Celebrity + Business Partnership
Katrina brings celebrity recognition, personal branding and consumer trust, while Nykaa contributes beauty-industry expertise, distribution and retail infrastructure.
2. Premium but Accessible
The brand sits between mass-market and luxury beauty. The strategy is to offer a premium-looking product without making the pricing extremely exclusive.
3. Inclusive Product Range
A major focus is creating shades and products suitable for different Indian skin tones and beauty preferences.
4. Product Expansion
Instead of depending on one hero product, Kay Beauty expanded across:
5. Omnichannel Distribution
The brand uses online beauty platforms as well as physical retail, allowing customers to discover and purchase products through multiple channels.
Marketing Strategy
Celebrity-led marketing: Katrina remains an important face of the brand, creating instant awareness.
Influencer marketing: Beauty creators and makeup influencers demonstrate products, shades and application techniques.
Tutorial content: Makeup tutorials help customers understand how to actually use the products.
Inclusive campaigns: The brand promotes individuality, confidence and different forms of beauty rather than presenting one fixed beauty standard.
Social media: Instagram and other digital platforms are used for product launches, tutorials, campaigns, reviews and creator collaborations.
Product-focused campaigns: Instead of only selling Katrina’s celebrity image, campaigns highlight product performance, shades, ingredients and benefits.
Core Business Formula
Katrina’s celebrity power + Nykaa’s beauty expertise + strong distribution + influencer marketing + inclusive positioning = Kay Beauty
Kriti Sanon – Hyphen
Brand: Hyphen
Category: Skincare
Launched: 2023
Co-founder: Kriti Sanon
Brand Story
Hyphen was created as a skincare brand focused on everyday consumers. Kriti Sanon is involved not just as the celebrity face but as a co-founder, with the brand focusing on products designed around common skincare needs.
Business Strategy
1. Problem-Solving Products
Instead of simply selling a celebrity-branded skincare product, Hyphen focuses on specific consumer concerns such as hydration, pigmentation, barrier care and overall skin health.
2. Mass-Premium Positioning
The brand tries to sit between very cheap mass-market products and expensive luxury skincare.
The objective is to make good-quality skincare accessible to a wider audience.
3. D2C-First Model
The brand initially focused heavily on its own online platform.
This gives the company greater control over:
4. Celebrity Involvement
Kriti’s role goes beyond endorsement. She has been positioned as a co-founder and involved in customer-focused aspects of the business.
5. Product Expansion
Hyphen can build a larger skincare ecosystem through:
Marketing Strategy
Celebrity-led awareness: Kriti gives the brand immediate visibility and helps generate initial consumer trust.
Influencer marketing: Skincare creators demonstrate products and share their experiences.
Educational content: Content explains ingredients, skincare concerns, product benefits and how to use products.
Problem → Solution Marketing:
Instead of simply saying “Kriti uses this,” the communication focuses on:
Problem → Product → Ingredients → Benefits → Result
Social Media: Instagram, YouTube and short-form video content are important for product discovery and education.
Reviews & User-generated Content: Customer reviews and creator experiences help build credibility beyond Kriti’s celebrity image.
Digital-first growth: Online marketing, influencers and D2C sales help the brand reach younger skincare consumers.
Long-Term Strategy
The bigger goal is to build Hyphen as a consumer skincare brand rather than keeping it dependent only on Kriti Sanon’s celebrity identity.
The strategy can be summarised as:
Kriti’s celebrity reach + D2C + affordable premium pricing + skincare education + influencer marketing + product innovation = Hyphen
Simple Difference
Kay Beauty: Celebrity + Nykaa + Makeup + Omnichannel + Inclusive beauty
Hyphen: Celebrity + D2C + Skincare + Education + Problem-solving products
3 Websites for Business
1. GeM — Government e-Marketplace
GeM allows eligible businesses to sell products and services directly to government departments and public sector organisations.
🔹 Who Can Register?
Depending on eligibility, sellers can include:
📋 Documents & Details You May Need
📝 GeM Registration — Step by Step
Step 1: Visit the GeM portal.
Step 2: Select Seller / Service Provider Registration.
Step 3: Create your user ID and password.
Step 4: Select your organisation/business type.
Step 5: Enter your business and authorised-person details.
Step 6: Complete the required verification.
Step 7: Log in to your seller dashboard.
Step 8: Complete your business profile and bank details.
Step 9: Add your products or services to the catalogue.
Step 10: Start exploring relevant government bids and procurement opportunities.
🌐 Official Website
gem.gov.in
Important: GeM seller registration is free. Be careful with anyone promising guaranteed government orders.
🌍 2. India Trade Portal
The India Trade Portal is useful for businesses planning to export products to international markets.
It can help you understand:
📝 How to Use It — Step by Step
Step 1: Visit the India Trade Portal.
Step 2: Search for your product using its name or HS code.
Step 3: Check the applicable export policy.
Step 4: Check tariffs and country-specific requirements.
Step 5: Understand the documents required for exporting your product.
Step 6: If you plan to export, obtain the required registrations such as IEC from DGFT.
Step 7: Complete applicable GST and other business requirements.
Step 8: Check whether you need an RCMC from the relevant Export Promotion Council.
Step 9: Complete customs and shipping requirements.
Step 10: Start exploring international markets and export opportunities.
🌐 Official Websites
India Trade Portal:
indiantradeportal.in
DGFT:
dgft.gov.in
⚠️ Important
India Trade Portal is mainly an information and trade-support platform. It is not itself the registration required to become an exporter.
🏭 3. ODOP — One District One Product
One District One Product (ODOP) promotes products that are associated with particular districts and helps businesses get better access to markets, branding, promotion and export opportunities.
🔹 Possible Areas of Support
Depending on the applicable scheme:
📝 ODOP — Step-by-Step Process
Step 1: Find your district.
Step 2: Check which product has been identified under ODOP for your district.
Step 3: Check whether your business/product is eligible.
Step 4: Identify the government scheme through which support is available.
Step 5: Complete required registrations such as:
Step 6: Prepare your business/project documents.
These may include:
Step 7: Apply through the relevant government department, portal or implementing agency.
Step 8: Your application is verified.
Step 9: If approved, you receive the applicable support under that particular scheme.
🌐 Official Website
odop.gov.in
⚠️ Important
There is no single ODOP benefit that every business automatically receives. The support, amount and application process depend on the product, district, state and applicable government scheme.
🚀 Simple Difference
GeM → Sell to Government
India Trade Portal → Prepare for Export
ODOP → Promote Your District Product
💡 Best Strategy for a Small Business
Udyam Registration → GeM → ODOP → Export Preparation
Startup & MSME Benefits
1️⃣ Startup India – DPIIT Recognition
For Innovation & Scaling
DPIIT Recognition is meant for eligible startups that are working on innovation, improving products/services/processes, or building a scalable business.
🔹 Who Can Apply?
Eligible entities can include:
The startup should have an innovative/improved product, service or process, or a scalable business model with potential for employment or wealth creation.
🔹 Major Benefits
1. Income Tax Benefit
DPIIT recognition does not automatically give a tax holiday. Eligible startups can separately apply for the Section 80-IAC benefit.
If approved, the startup can get 100% deduction of eligible profits for 3 consecutive financial years, subject to the applicable conditions.
2. Patent & Trademark Benefits
Eligible recognised startups can get:
3. Government Tenders
DPIIT-recognised startups can participate in government procurement with certain relaxed requirements.
Depending on the tender, startups may get relaxation from:
4. Easier Compliance
Eligible startups can get self-certification benefits under specified labour and environmental regulations, subject to applicable conditions.
5. Funding & Credit Support
DPIIT recognition can help startups access various government-backed:
Important: DPIIT recognition itself is not a guaranteed grant or loan. Every funding scheme has separate eligibility requirements.
🌐 Official Website
Startup India:
startupindia.gov.in
DPIIT Recognition:
startupindia.gov.in/content/sih/en/startupgov/startup_recognition_page.html
2️⃣ Udyam Registration
For MSME Protection & Funding
Udyam Registration is the official MSME registration system for eligible businesses.
It gives your business formal MSME recognition and can help you access different government schemes, credit facilities and MSME protections.
🔹 Current MSME Categories
Micro Enterprise
Small Enterprise
Medium Enterprise
🔹 Major Benefits
1. Protection Against Delayed Payments
For eligible Micro and Small Enterprises, buyers generally cannot delay payment beyond the legally permitted period.
The agreed payment period cannot exceed 45 days from acceptance/deemed acceptance of goods or services.
If payment is delayed, the buyer can become liable for interest under the MSMED Act.
Businesses can also use the MSME Samadhaan mechanism for eligible delayed-payment disputes.
2. Easier Access to Business Loans
Udyam registration can help eligible MSMEs access:
Important: Udyam registration does not automatically guarantee a collateral-free loan. Loan approval depends on the lender and the particular scheme.
3. Government Subsidies & Schemes
Eligible MSMEs can explore government support for:
4. Intellectual Property Support
Eligible MSMEs may receive support for:
5. State-Level Benefits
Depending on the state and industry, MSMEs may receive additional benefits such as:
These benefits are not automatically available to every Udyam-registered business. They depend on the applicable state policy and eligibility.
🌐 Official Websites
Udyam Registration:
udyamregistration.gov.in
MSME Schemes:
my.msme.gov.in
MSME Samadhaan:
samadhaan.msme.gov.in
🚀 How People Can Take These Benefits
For Startup Founders:
Step 1: Start your business
↓
Step 2: Register the appropriate business entity
↓
Step 3: Check DPIIT eligibility
↓
Step 4: Apply for DPIIT Recognition
↓
Step 5: Explore applicable startup benefits and funding schemes
For MSMEs:
Step 1: Start/register your business
↓
Step 2: Check MSME eligibility
↓
Step 3: Apply for Udyam Registration
↓
Step 4: Get your Udyam Registration Number
↓
Step 5: Explore applicable MSME loans, subsidies and schemes
⚠️ Important
DPIIT Recognition and Udyam Registration are different.
Founder Guide
1. What does a Founder actually do?
A founder can be responsible for:
Being a founder does not automatically mean you receive government funding. Funding depends on the particular scheme and its eligibility conditions.
2. Founder vs Director vs Member
These terms are different:
Founder: Person who starts the business.
Co-Founder: One of several people who start the business together.
Director: A person formally appointed to the company’s Board. A founder can also be a director.
Shareholder/Member: A person or entity that owns shares in a company.
Subscriber: A person who subscribes to the company’s Memorandum of Association when the company is incorporated. MCA’s SPICe+ process specifically captures first subscribers and directors.
So, simply calling yourself a “Founder Member” does not create a separate government registration or special funding category.
How to Start as a Founder
Step 1 — Choose your business idea
Decide:
Step 2 — Choose the business structure
Depending on your situation, you may consider:
For a startup seeking investors and formal equity ownership, a Private Limited Company is commonly used, but the right structure depends on the business.
Step 3 — Register the business
For company incorporation, the Ministry of Corporate Affairs (MCA) is the official government platform. MCA’s SPICe+ process includes company structure, registered office, subscribers/directors, PAN/TAN and related incorporation information.
MCA — Ministry of Corporate Affairs
Step 4 — Startup India
If the business qualifies as a startup, you can explore DPIIT Startup Recognition and other Startup India benefits.
The Startup India portal currently provides startup resources covering areas such as ideation, validation, funding and growth.
Startup India Official Portal
Step 5 — Founder details
Startup India application forms can ask for founder information such as:
The official Startup India form currently contains dedicated Founder and Co-Founder sections.
Where Can Founders Get Government Support?
Depending on the business and eligibility, founders can explore:
1. Startup India
For startup recognition, ecosystem support, funding opportunities, incubators and other benefits.
2. MSME / Udyam
Useful for eligible micro, small and medium enterprises.
3. Startup India Seed Fund Scheme
For eligible startups requiring support at the early stage.
4. MUDRA
For eligible micro-business financing through participating lenders.
5. CGTMSE
Credit guarantee support for eligible MSE loans through member lending institutions.
6. PMEGP
For eligible new micro-enterprises, subject to the scheme’s conditions.
7. State Startup Policies
Many states have their own startup incentives, grants, reimbursements, incubation and other support.
BHASKAR — For Startup Founders
Startup India’s BHASKAR platform allows individuals to create a profile in India’s startup ecosystem. It includes a Startup Founder category for individuals above 18 who are engaged in business activity focused on innovation or scalability.
Startup India BHASKAR
Important: BHASKAR registration and DPIIT startup recognition are separate processes; Startup India says the DPIIT recognition process continues separately.
Documents Founders May Need
Depending on the registration/scheme:
Don’t submit the same documents blindly to every scheme. Each scheme has its own requirements.
Simple Formula
Idea → Business Registration → Udyam/GST if applicable → Startup/DPIIT Recognition if eligible → Find Suitable Scheme → Apply → Verification → Approval → Funding/Benefit
Grant, Subsidy & Funding
DMart vs Reliance Retail
1. DMart — The “Low Price, Low Cost” Strategy
DMart, operated by Avenue Supermarts, follows a very different philosophy from most modern retailers.
Its core idea is:
Buy Cheap → Operate Cheap → Sell Cheap → Sell More
DMart describes its model around Everyday Low Cost / Everyday Low Price (EDLC/EDLP) and bulk procurement. Its stores focus heavily on food, FMCG, general merchandise and apparel.
Strategy 1 — Buy in Bulk
DMart purchases products in large quantities.
Large quantity → Better supplier negotiation → Lower purchase cost → Lower selling price
The company deliberately prefers bulk at multiple stages:
This is one of the foundations of its value-retail model.
Strategy 2 — Keep Prices Consistently Low
Instead of depending heavily on frequent flashy promotions, DMart’s proposition is:
“You can expect competitive prices whenever you shop.”
This builds a strong value-for-money perception.
The customer comes to DMart expecting:
That expectation itself becomes a competitive advantage.
Strategy 3 — Real Estate Discipline
DMart is extremely careful about store economics.
Rather than opening stores everywhere simply to increase visibility, it evaluates:
This helps protect margins in a business where rent and operating expenses can quickly become expensive.
Strategy 4 — Cluster-Based Expansion
DMart doesn’t simply scatter stores randomly across India.
It builds clusters in selected markets.
For example:
One strong city/region
↓
Multiple stores
↓
Distribution infrastructure
↓
Better supply-chain efficiency
↓
Lower logistics cost
This is similar to building a strong local network before expanding further.
Strategy 5 — Large Shopping Basket
DMart wants customers to make fewer but larger shopping trips.
Instead of:
DMart wants:
That means customers may purchase:
in the same visit.
DMart explicitly describes its model as serving the bulk-buying need rather than competing directly for every small, frequent purchase.
Strategy 6 — Limited Assortment, High Volume
DMart doesn’t need to carry every possible brand or SKU.
It can focus on products that:
This makes inventory management easier and increases the productivity of shelf space.
Strategy 7 — Private Labels
Private-label products allow retailers to control more of the economics.
Instead of only selling:
Brand A → retailer earns retail margin
the retailer can also develop:
DMart/private label → manufacturer/supplier → DMart → customer
This gives greater control over:
Strategy 8 — Online, But Carefully
DMart also operates DMart Ready, but its approach to online retail is deliberately conservative.
In 2026, DMart reduced DMart Ready’s operational footprint from 24 cities to 11, prioritising cities where online operations have a better path to profitability rather than chasing maximum geographic scale.
So the philosophy is:
Don’t grow online just for the sake of growth.
2. Reliance Retail — The “Scale + Ecosystem” Strategy
Reliance Retail follows a completely different approach.
Its philosophy is closer to:
More Categories + More Stores + More Channels + More Customers
Reliance combines:
Physical stores + Digital commerce + New commerce + Own brands + Partnerships
to create a huge retail ecosystem.
Strategy 1 — Multiple Retail Formats
Reliance doesn’t operate just one type of store.
It has different formats for different consumer needs.
Grocery
Fashion
Electronics
Beauty
Pharmacy
Jewellery
Toys
And it also operates/partners with numerous international brands.
This creates a multi-category retail ecosystem.
Strategy 2 — Omnichannel Retail
This is one of Reliance’s biggest strengths.
A customer can:
Discover online
↓
Compare products
↓
Visit a physical store
↓
Purchase offline
or:
Shop online
↓
Get delivery
This is supported by platforms such as JioMart and AJIO, alongside the physical store network.
The goal is:
“Wherever the customer wants to shop, Reliance should be there.”
Strategy 3 — Build an Entire Ecosystem
Reliance doesn’t want to be only the retailer.
It increasingly controls or participates in multiple parts of the value chain:
Manufacturing / sourcing
↓
Own brands
↓
Distribution
↓
Physical stores
↓
Digital platforms
↓
Customer data
↓
Repeat purchases
This creates a much bigger ecosystem than a traditional supermarket chain.
Strategy 4 — Private Brands
Reliance has aggressively developed its own brands.
Why?
Because owning the brand gives the retailer greater control over:
Reliance Consumer Products, for example, focuses on developing affordable branded products across consumer categories while working toward greater supply-chain integration.
Strategy 5 — Premium + Mass Market
This is another major difference from DMart.
DMart is strongly associated with value retail.
Reliance can operate across:
Value → Mid-market → Premium → Luxury
For example, its fashion portfolio spans value, premium, bridge-to-luxury and luxury segments.
That means Reliance can target:
Strategy 6 — Technology
Reliance uses technology not just for online shopping but across the retail ecosystem.
Technology helps with:
This becomes particularly powerful when combined with the company’s enormous customer base.
Strategy 7 — Hyperlocal Commerce
Reliance is also pushing into faster, localised commerce.
Instead of relying only on large stores:
Large retail network
Local merchants
Digital platforms
Fulfilment infrastructure
can create a much broader distribution network.
The company describes hyperlocal commerce as an important growth area.
Strategy 8 — Partnerships + Acquisitions
Reliance doesn’t necessarily build every brand from zero.
It can:
Build
This is why its portfolio can expand much faster than a retailer relying exclusively on internally developed brands.
DMart vs Reliance Retail
The simplest way to understand them:
DMart
“We will keep our costs low so we can give customers lower prices.”
Reliance Retail
“We will build the largest possible retail ecosystem so customers can buy almost anything, anywhere and through any channel.”
Priyanka’s ANOMALY Strategy
1. The core idea behind ANOMALY
Priyanka identified a gap in the haircare market:
Premium haircare → expensive
Affordable haircare → often perceived as lower quality
ANOMALY tried to sit between the two.
The positioning was essentially:
Premium-quality formulas + affordable pricing + clean/modern branding
The brand launched with products such as:
2. Affordable Premium Strategy
One of ANOMALY’s strongest strategies was accessible pricing.
Instead of making the brand feel like an expensive celebrity beauty line, ANOMALY aimed to offer high-quality haircare at a price that a wider audience could afford.
This helped differentiate it from many premium salon-style haircare brands.
The message was:
You don’t need to spend a fortune to get better haircare.
3. Celebrity Founder — But Not Just a Celebrity Label
Priyanka’s biggest advantage was her credibility in beauty and entertainment.
But ANOMALY wasn’t positioned simply as:
“Priyanka Chopra’s shampoo.”
Her celebrity identity was used to create initial awareness and trust, while the product itself was positioned as a serious haircare brand.
This distinction is important.
Celebrity → Attention
Product quality → Conversion
Customer experience → Repeat purchase
4. Sustainability as a Differentiator
ANOMALY made sustainability a major part of its brand identity.
The packaging was designed with environmental considerations in mind, including the use of recycled materials and recyclable packaging components.
The brand also emphasized formulas that avoided certain ingredients commonly avoided by “clean beauty” consumers.
So ANOMALY wasn’t selling only:
Shampoo + Conditioner
It was selling:
Haircare + sustainability + conscious consumption
5. Minimalist Branding
ANOMALY uses a very recognizable visual identity.
The packaging is:
This was strategically useful because the brand didn’t need extremely complicated packaging to look premium.
The minimalist design also made the products highly suitable for:
6. Direct-to-Consumer + Retail Strategy
ANOMALY was initially launched through Target in the United States, giving it immediate access to a huge retail customer base.
This is a major difference from many celebrity brands that start exclusively through their own websites.
The strategy was essentially:
Celebrity awareness
↓
Major retail distribution
↓
Easy product discovery
↓
Affordable trial
↓
Repeat purchase
This helped ANOMALY reach consumers who might not actively search for a Priyanka Chopra product online.
7. Maesa Partnership
Priyanka didn’t build the entire beauty operation herself.
She partnered with Maesa, which has experience creating and scaling beauty brands.
This allowed ANOMALY to benefit from:
This is a very important entrepreneurial lesson:
A celebrity doesn’t necessarily need to build factories, laboratories or distribution networks.
Instead, they can bring:
Audience + Brand Vision + Cultural Influence
while an experienced partner handles much of the operational infrastructure.
8. Targeting the Mass Market
ANOMALY was designed to appeal to a broad audience rather than only luxury beauty customers.
Its communication focused on everyday hair problems:
That makes the products repeat-purchase products, rather than one-time celebrity merchandise.
9. Product Line Expansion
The strategy wasn’t to stop at shampoo.
Once consumers enter the brand through one product, they can potentially purchase:
Shampoo
↓
Conditioner
↓
Mask
↓
Treatment
↓
Styling products
This creates a complete haircare routine within the same brand.
That’s important because beauty brands can increase customer value by getting consumers to use multiple products together.
10. Priyanka’s Global Image
Priyanka had an unusual advantage:
She had recognition in both India and the US.
That gave ANOMALY a more international positioning than a celebrity brand focused exclusively on one country.
Her image connected:
Bollywood → Hollywood → Global beauty/fashion audience
This helped ANOMALY present itself as a global beauty brand, rather than simply an Indian celebrity merchandise brand.
ANOMALY’s Strategy Formula
Priyanka Chopra’s global influence
↓
Identify affordable-premium gap
↓
Partner with an experienced beauty company
↓
Create sustainable + minimalist products
↓
Launch through major retail
↓
Use celebrity storytelling for awareness
↓
Build a complete haircare range
↓
Encourage repeat purchases
Biggest Business Lesson
The AZORTE Strategy
1. The core idea behind AZORTE
AZORTE was launched in September 2022 with a focus on contemporary fashion for younger Indian consumers.
The brand was designed around a simple idea:
International fashion trends + Indian consumer needs + accessible pricing
Instead of positioning itself as traditional Indian fashion, AZORTE focused heavily on modern styles, trend-led collections and a digitally connected shopping experience.
2. Targeting Gen Z & Millennials
One of AZORTE’s biggest strategies was to target young, fashion-conscious consumers.
The brand focuses on:
The collections include western wear, casualwear, occasionwear, accessories and footwear.
The overall visual identity is designed to feel young, modern and premium without being luxury-priced.
3. “Affordable Premium” Positioning
AZORTE sits between traditional mass-market fashion and expensive premium brands.
The strategy is:
Premium-looking fashion
Trend-led designs
Accessible prices
This allows customers to experiment with new styles without paying luxury-brand prices.
4. Fast-Fashion Inspiration
AZORTE follows a trend-led fashion model.
Instead of relying only on traditional seasonal collections, the brand focuses on rapidly changing consumer preferences.
The idea is:
Spot a trend → Develop the product → Launch it → Test consumer response → Scale popular styles
This helps the company remain relevant to younger shoppers whose fashion preferences change quickly.
5. Strong Omnichannel Strategy
A major advantage AZORTE has is the Reliance Retail ecosystem behind it.
The brand combines:
Physical stores + Website + App + Digital marketing
Customers can discover products online and experience them in physical stores.
This creates an omnichannel shopping experience rather than treating online and offline as separate businesses.
6. Technology Inside the Stores
AZORTE was designed to be more technology-driven than a traditional fashion store.
The stores have incorporated features such as:
The objective is to make shopping feel more like a modern lifestyle experience rather than simply walking through racks of clothes.
7. Store Design as Marketing
AZORTE’s physical stores are deliberately designed to look:
This matters because the store itself becomes part of the brand’s marketing.
Customers can photograph products, interiors and experiences and share them on social media.
So:
Store experience → Social content → Brand awareness → More customers
8. Data-Driven Fashion
Another important advantage comes from Reliance’s retail infrastructure.
AZORTE can use consumer shopping data to understand:
This allows the company to make better decisions about inventory and future collections.
9. Reliance’s Supply-Chain Advantage
This is one of AZORTE’s biggest strategic advantages.
A fashion startup has to build its:
Manufacturing → Supply chain → Warehousing → Distribution → Stores
from the ground up.
AZORTE can leverage the much larger Reliance Retail ecosystem.
That gives it the ability to scale faster and operate at a much larger level than many independent new fashion brands.
10. International Design Inspiration + Indian Adaptation
AZORTE’s concept takes inspiration from global fashion trends but adapts them for Indian consumers.
For example:
Global trend
↓
AZORTE design
↓
Indian sizing, preferences & climate considerations
↓
Accessible price
This makes the brand feel international while remaining relevant to its Indian audience.
11. Digital-First Marketing
AZORTE heavily appeals to younger consumers through digital platforms.
Its marketing can revolve around:
The goal is not simply:
“Buy this dress.”
Instead, the brand sells a fashion lifestyle and aesthetic.
12. Building a Complete Fashion Ecosystem
AZORTE isn’t dependent on a single category.
It can sell across:
Clothing → Footwear → Accessories → Styling
This gives customers the opportunity to build an entire look from one brand.
For example:
Top + trousers + shoes + accessories
This increases cross-selling opportunities and strengthens brand identity.
AZORTE’s Strategy in One Formula
Young consumer
↓
Global fashion trends
↓
Affordable premium pricing
↓
Technology-driven stores
↓
Digital marketing
↓
Omnichannel shopping
↓
Reliance supply-chain advantage
↓
Data-driven product decisions
↓
Rapid fashion expansion
Biggest Business Lesson