Spinach, a subsidiary of the Delhi based, Wadhwan owned DHFL, which so far has a cluster of 19 retail stores across Mumbai, as a part of its strategy to garner share from traditional kirana stores, offers customised products to its customers, depending on their socio-economic profile and ethnic domination in a given store locality.
To cite an example, Spinach offers Khakras in Gujarati dominated Borivali, while it offers speciality fish in Seven Bangalows area. Taking into account sensitivities of its customers, it also has exclusive vegetarian outlets in Saibaba Nagar and Ghatkopar.
Even the pricing could change according to requirements of a given locality. It has separate range and pricing plan for different Mumabi suburbs.
Source: Business Standard