Direct Import leads to commercial success

Increasing number of importers has widened the choice for customers, intensifying competition, says Arkh Food & Spice Director Pravin Singh.

He said supermarkets and other retailers endeavour to add value to their products and services, including lower prices, stock clearance sales and weekly or fortnightly specials.

“But the need for innovation, diversification and expansion is also pronounced. Customers are well informed of the products available not only in New Zealand but also in major markets of India and Fiji,” he said.

Mr Singh has been in the supermarket business for more than two decades, some years of which were in his native Fiji.

Market knowledge

Arkh Food & Spice, located at 222 Swanson Road in Henderson is one of the most prominent supermarkets of its type in West Auckland. The family company takes pride in getting to know its customers and their tastes and preferences.

“Market knowledge enables us to seek improvements in the products made available to our customers. Rather than depending on local traders, we import products directly from manufacturers and primary distributors in India, Fiji, Malaysia, Thailand, Singapore and China, enhancing our range. Apart from sourcing these for our own retail purposes, we also make available an increasing range of products to others in the country,” Mr Singh said.

“While spices and bulk food items from India and other parts of world are widely used by other ethnic groups, we have expanded our imports to include food items from Pacific Islands. These have earned the goodwill of thousands of people.”

Mr Singh said that his company was the first to import Kava root from Fiji and offer a wide range of groceries.

“We are in the process of opening an office and a warehouse in Fiji,” he said.

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