A case study on organised retailing and a supply chain management system Alagh Munish 45, Surdhara Bungalows, Near Goel Intercity Towers, Thaltej, Ahmedabad-380054 Online published on 23 October, 2017. Summary Nadeem Jafri is a young man belonging to the family of the sect head of the Chilea community, this is a business community of Shia Muslims. Nadeem Jafri is the proprietor of brand Hearty Mart, a supermarket which he has franchised into a number of stores in the rural and semi urban areas of North and Central Gujarat. Nadeem began the process of expanding into franchisees in rural areas among his own community in 2007, the process is continuing unhindered since then. The Hearty Mart Enterprise is a company which is acting like a warehousing and transportation company for the Hearty Mart Franchising Model. Alongside, the enterprise is also engaged in activities related to food packaging and marketing the same. The supply chain in the Hearty Mart System represents a unique model which is basically a representation of interdependence amongst three entities, viz.: As a franchiser, the Juhapura unit runs a Franchisee Development Cell (FDC) which provides support to all the franchisees to develop supermarkets or Saral Shops similar to the standards of Hearty Mart. This includes product packaging and management of inventory and accounts. Top |