Role of Proxemics in Entrepreneurship – A Case Study of Hearty Mart- Super Market

Abstract

One important decision in the process of entrepreneurship is to take decision on where to plan the location of the facility. A wrong location can spell danger for even a bright and enterprising business idea. Also, the science of Proxemics (communicating through spaces) has emphasized on the importance of space in the day to day communications that we have with the people around us. We have tried to touch both these aspects by trying to throw light on how spaces can play a vital role in enterprise creation. Hearty Mart supermarket at Vishala circle in Ahmedabad was launched in 2004 by Nadeem Jafri, an entrepreneur. Further expansion to villages, Ilol, Idar and Vadnagar in Central and North Gujarat was done since then through franchisees. The choice of location was on the basis of the presence of substantial population of the chiliya sect of the Muslim community in these areas and surroundings. We look at the various aspects apart from this which were present in the decision regarding location; both for Hearty Mart at Vishala Sarkhej, Ahmedabad and in the villages.