DMart’s Smart ‘Micro Revenue’ Strategy: Turning Ice Cream and Popcorn into Profits
DMart’s Smart 'Micro Revenue' Strategy: Turning Ice Cream and Popcorn into Profits
The retail giant’s ‘micro revenue’ strategy wins over families and boosts sales after checkout
DMart’s success isn’t just about low prices, it’s about understanding how people shop. The chain has quietly mastered a clever tactic: selling popcorn and ice cream right outside its stores. What looks like a simple treat stall is actually part of a larger retail strategy designed to spark impulse buys, especially among children, and leave families with a sweeter shopping experience.
Most shoppers visit DMart for groceries and essentials, but few realise that the small stalls outside, offering ₹10 ice creams or ₹15 popcorn — play a powerful role in the company’s earnings. These are low-cost, high-volume products that thrive on emotion and timing. By the time families exit the store, children are often restless or tempted, and parents easily give in, turning what seems like a small indulgence into a consistent stream of profit.
This “micro revenue model” depends on scale. With DMart’s high footfall across India, even these tiny transactions multiply into significant earnings. The emotional connection matters too: a happy child equals a satisfied parent, and that feeling reinforces loyalty to the brand.
You know that small storefront outside DMart stores that sells soft serve ice creams and popcorn?
— Ganesh S. Nagarsekar🇮🇳 (@bharatbetpf) August 12, 2023
That made 124cr in revenue last year!🍦🍿
They make virtually no profits on that business- but it makes everyone, especially the kids, leave the store a little happier!
Retail experts note that DMart’s real genius lies in how it integrates psychology into business. By recognising that Indian families shop together and that longer shopping time usually means higher spending — DMart has created an environment where every moment, even after billing, adds to engagement and revenue.
Unlike many competitors such as Big Bazaar, which struggled to adapt to changing consumer habits and online shopping trends, DMart has evolved intelligently. Its core rule — to open new stores only after an existing one turns profitable — ensures steady growth grounded in practical economics.
So the next time you walk out of DMart with an ice cream in hand, remember — that ₹10 smile is also part of a million-rupee strategy.
