Moshims Discount House has earned a unique status among shoppers as a household name for quality products at affordable prices.
Since its inception, the company has pursued one main objective: Serve the community and help them enjoy the best in food, groceries and other items.
Managing Director Mohammed Hasim Khan works tirelessly to source goods from major manufacturers and suppliers in India, Fiji and other countries to ensure better quality and better pricing.
“Profit is not my only objective. Whether my customers are rich or can afford is not the issue. My concern is to see whether I can make the common people happy and make them buy goods (which they would not normally purchase) and improve their standard of living,” he said.
According to Mr Khan, each of us should strive to better the lot of others, be it through business dealings, community service or individual help.
The fact that he cares for ordinary people like us was evident at the first anniversary celebrations of Moshims Plaza last fortnight.
As well as on-the-spot specials and gifts, the supermarket wore a festive look, welcoming customers to an extensive range of goods.
More than 10,000 people were at Moshims Plaza on that day, visiting various shops and finally entering Moshims Discount House for their weekly pick of products.
Men, women and children were queuing up at the entrance from 8 am and continued to do so till late in the evening.
Customers from all over Auckland and neighbouring areas were seen at the venue, making it a unique occasion, the first of its type in the country.
Inside the sprawling Supermarket that occupies 1300 sq m (about 14,000 sq ft), hundreds of people stood in line to reach the checkout counters, the busiest that one has seen in years.
Almost every item, ranging from rice, groceries and bulk food to vegetables and fruits, meat and beverages, was on specials, encouraging people to make their weekly or daily purchases.
Fresh fruits and vegetables
Unlike many other ethnic groups, people of Indian origin prefer to purchase fresh fruits and vegetables every other day but until now, they were constrained by lack of choice.
“There are many vegetables which are grown only in Fiji or India but we have had no means to get them on a daily basis. Although limited even now, the new Moshims Supermarket provides a wider range. We will at least have no cause to complain,” Manish Rawal, a resident of the area said.
Such comments were free flowing throughout the opening day as customers took home some varieties of vegetables that are not often available elsewhere.
“It was such feedback that prompted us to establish the new Supermarket in Mt Roskill. Although we stock frozen fruits and vegetables imported from Fiji, India and other countries, a majority of our customers prefer fresh produce,” he said.
The extensive fruits and vegetables section is constantly replenished with fresh stock to encourage people to eat healthier food.
Groceries and bulk food
Over the years, Moshims Discount House has established a reputation for marketing a wide range of groceries, spices and bulk food.
These are sourced from manufacturers, processors, wholesalers and importers at the company’s ability to purchase them in large quantity accrues better rates, which are passed on to customers.
Which is why, almost all items including salted or plain cashew nuts, almonds, dry fruits and an extensive range of other products are offered at prices that can never be matched by other larger supermarkets in the country.
“High quality at low price is our mantra.
“Encouraging people to buy items which they overlook in other places because of the high costs at which they are sold is one of the objectives of Moshims Discount House.
“It is our customers who patronise our growth and expansion and hence they must be rewarded constantly,” Mr Khan said.
Rice, wheat, flour and such items of daily use are available in packages of varied brands and weight to suit customer budget and needs.
Cooking oil, canned goods, pickles – almost every item needed for a household can be found at this Supermarket, which customers say is the most extensive for Indian and other families in Auckland.
Branded Indian snacks and similar items that have stood the test of time form a part of the products at this store.
While fizzy drinks find their inevitable space at the Supermarket, there are many other healthier and less known soft drinks and beverages that would almost certainly find growing customer demand.
These include a variety of fruit juices and beverages.
“Moshims Plaza was a new concept for us and thanks to the patronage extended by our customers, it has grown to be a landmark in the area. We will continue to do better and offer more to our people,” Mr Khan said.