Illol (Gujarat), Jan 27 : The villagers in Gujarat who are normally engaged into agricultural activities or work as labourers, have turned entrepreneurs with their maiden supermarkets like Hearty Mart.

Illol, a small village in Himmat Nagar district of Gujarat, has set an example on improving rural economy in the state.

The initiative was taken by Nadeem Jafri, a Ahmedabad entrepreneur who started setting up franchises of ''Hearty Mart'' with an aim to satisfy the desires and demands of the rural population as provided in the urban areas.

"We have brought the concept to the villages. We had initially identified that in a village, if an entrepreneur wants to do something in an organised way, he would shift from village to a city. That is how he would leave his place. We thought why not bring in a concept wherein they do it at their doorstep. We started a supermarket there. We did a small research and found out what kind of merchandise the villagers would want. On the basis of that we created a brand called ''Heart Mart''," said Nadeem Jafri.

33 -year- old Mehdi Shavadi, who owns the Hearty Mart outlet in Illol, seems happy with his investment of Rs six hundred thousanda in Hearty Mart. Mehdi found this entrepreneurial opportunity more exciting than his previous rural jobs.

"It has been more than one and half years since I started the business. I am getting good returns from the business," said Shavadi.

According to Shavadi, sometimes they have a better sale than the urban outlets. People in rural areas are improving their lifestyle as they are educated and working. People here are more curious for every new brand in the market like people in urban area.

"From ''Hearty Mart'' we get all the benefits. Those who are illiterate they might feel uncomfortable while going to different shops. But with the opening of this mart, one can get everything under one roof," said Tahira, a customer.

While India is caught in the global slowdown, per capita income has increased steadily in the rural areas following the strong growth in farm sector and increased public spending in rural areas. Embattled corporates see rural India, an obvious way of beating the slowdown blues. (ANI)