We recently visited the newly opened store of ๐Œ๐‘. ๐ƒ๐ˆ๐˜ ๐š๐ญ ๐•๐‘ ๐๐ฎ๐ง๐ฃ๐š๐› ๐Œ๐š๐ฅ๐ฅ ๐ข๐ง ๐Œ๐จ๐ก๐š๐ฅ๐ข to see what the buzz was about

EXPECTATIONS VS. REALITY
Walking in, we had certain expectationsโ€”perhaps shaped by the idea of typical DIY stores in places like the US. We were ready to browse through aisles of tools, electrical supplies, plumbing kits, and gardening equipment. But what we found took us by surprise: Mr. DIY isnโ€™t just about drills and wrenchesโ€”itโ€™s a lot more

WHATโ€™S IN THE AISLES?
The storeโ€™s range goes well beyond traditional DIY essentials. Think toys, Christmas decorations, jewelry, hair accessories, home textiles, kitchenware, and crockery. It was like stepping into a hybrid store catering to every kind of shopper. Even the in-store audio ads proudly proclaimed their status as a โ€œone-stop shop for daily needs.โ€ Clearly, Mr. DIY is redefining what a DIY store can be

FIRST IMPRESSIONS ON PRODUCT VARIETY
While the breadth of categories was impressive, the depth within each category felt a bit limited. Hereโ€™s what stood out:
โžก๏ธ Home Improvement: Surprisingly, basics like drill machines, nuts, bolts, screws, and nails were missing. Even the selection of screwdrivers was minimal
โžก๏ธ Electrical Section: Forget wires and bulbsโ€”this section leaned more toward decorative, kid-friendly lighting options
โžก๏ธ Plumbing: Minimal assortment
โžก๏ธ Gardening: Only a couple of planter types were available

In fact, traditional DIY products made up only about 40% of the storeโ€™s offeringsโ€”a noticeable shift from the typical โ€œeverything DIYโ€ store model

PRICING: AFFORDABLE OR JUST AVERAGE?
The big signs advertising โ€œaffordable productsโ€ had us expecting bargains galore. Instead, we found the pricing to be pretty middle-of-the-roadโ€”not cheap, but not overpriced either. The focus seemed more on offering value rather than competing aggressively on price.

CUSTOMER EXPERIENCE
The staff was polite and approachable, but the store felt understaffed. Employees were busy stocking shelves, and assistance at the billing counter required some waiting. While the shopping experience wasnโ€™t bad, it lacked the smoothness youโ€™d expect from a store aiming to be a one-stop shop.

FINAL THOUGHTS
So, is this the future of DIY retail? Mr. DIY seems to be blending traditional DIY essentials with lifestyle products, creating a unique shopping experience that doesnโ€™t quite fit into any one box.

BUT IT ALSO LEFT US WITH QUESTIONS:
โ“Is this mix of products tailored to the diverse preferences of Indian consumers?
โ“Is it a deliberate strategy to bring in more foot traffic by catering to different audience segments?
โ“Or is this just what DIY retail is evolving intoโ€”a more versatile, all-encompassing retail experience?

Have you visited a Mr. DIY store?
Did it feel similar to your experience with traditional DIY stores elsewhere?
Weโ€™d love to hear your thoughtsโ€”drop them in the comments below!

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amardeep.kaur@resconpartners.com | + posts

Amardeep is a retail analyst who studies global retail trends and forecasts across diverse sectors, offering insights into the market dynamics, opportunities, and challenges faced by businesses. Her expertise spans both market-wide and city-level analysis, helping organizations navigate the complexities of the retail landscape with informed, data-driven perspectives.

Rescon Partners | radhika.r@resconpartners.com | Website | + posts

Radhika is a retail analyst specializing in tracking multinational retailers on their strategy, with a focus on "Go-To-Market" approaches. Radhika examines each potential retailer in-depth, across the geographical scope of the USA, APAC, UK, and Europe