UAE: How Dubai-based supermarket chain Adil charged into the digital age
The story of Adil Supermarket’s success traces back to the humble beginnings of two brothers, Hrishikesh and Rohit Datar. At the tender age of 13, they got their start in the family business behind the cash register. Today, they are at the helm of the UAE-based supermarket chain, but their journey began with long hours learning the ropes in their family’s store.
Hrishikesh, now the purchase manager, recalls spending his summer vacations helping customers at the store. “The biggest challenge wasn’t missing out on fun with friends, but memorizing barcodes and prices,” he told Khaleej Times. “I was overwhelmed by the sheer number of items. I didn’t even know what the most expensive or cheapest items were. My mother encouraged me to explore the store, to familiarize myself with everything.” This hands-on experience became his true education, grounding him in the intricacies of retail.
Through these early experiences, Hrishikesh deeply appreciated Indian culture and business. “We import over 9,000 different varieties of Indian foodstuff. This opened my eyes to the marvels of India. My job takes me to many corners of the country, and I’ve fallen in love with Indian traditions. I want to share this love not just in the GCC, but around the world.”
Hrishikesh also learned the nuances of sales on the job. “In high school, I was promoted to sales associate. I would approach restaurants, catering companies, and other B2B clients. It was a humbling experience, teaching me to accept rejection and to work towards a ‘yes.’”
For Rohit, the current marketing director, joining the family business was a natural step. “Our first supermarket was started by my grandfather, Mahadev Datar, in 1984, and my father, Dhananjay Datar, ran the company for 38 years. It was only natural for us to continue the legacy,” he explains.
But how do you take a well-established brand to the next level? For the Datar brothers, one way was rebranding. About a year ago, they decided to drop the ‘Al’ in ‘Al Adil’ to create a more modern identity. Rohit shares, “Our father wanted us to have our own identity, to show that there’s been a transfer of leadership and ideas. At the same time, keeping the name was crucial. The name ‘Adil,’ chosen by our grandfather, means ‘justice’ and ‘a good man.’ We wanted to preserve those values and traditions while bringing in something new.”
Despite the changes, some things remain constant, like the quality and pricing customers expect at any of the 40 Adil stores across the UAE. “As I took on a more senior role, I wanted to ensure that when customers come to Adil, they never experience buyer’s remorse. The price, quality, and service will always meet their expectations,” says Rohit.
The brothers have overseen significant changes since taking over the business, one of the most crucial being the move toward digitization. The store now has an app that allows customers to shop conveniently from their devices. The idea for the app was born during the pandemic when the need for contactless shopping became paramount. “Covid changed a lot for us,” Rohit reflects. “People were panic buying but also wanted to stay safe. We didn’t have our own app then, but we do now. Our Android app is live, and the iOS version is launching next month.”
In addition to their app, the brothers have forged strong partnerships with delivery platforms like Talabat, Noon, and Instashop. “These partnerships were key to serving our customers better. Small improvements have snowballed into big gains,” Rohit says.
And these efforts are paying off. “Last year, we broke our previous sales records,” Hrishikesh notes with pride. “In 2023, we’ve seen month-on-month and year-on-year increases in sales every single month. We’re continuously setting new benchmarks.”
But what does it mean to have two leaders in one company? How do they handle disagreements? “We confront each other on issues,” Hrishikesh explains. “We sit down, share our perspectives, and find mutual solutions.”
Rohit adds with a laugh, “We fought most of our battles during our teenage years, especially over the AC. If we can find common ground there, we can find it anywhere.”
As for the next generation of Adil leaders, Hrishikesh, who has a daughter, says, “My approach to raising children is to plant the seed and nurture whatever grows. Whether she becomes an artist or an entrepreneur, I’ll support her. But I’ll make sure our family values and Indian traditions are instilled in her from a young age. I’ll encourage her to make her own decisions—it’s her journey.”
Source: Khaleej Times