V-Mart’s Purpose: Making Good Living Affordable for Bharat
By: Richa Taneja — Author & Purpose Narrative Contributor
As part of V-Mart’s continuing journey of institution-building, this article reflects on our purpose, why it matters for our long-term sustainability as an organisation, and how it brings together our people, partners, communities, and stakeholders around a shared direction.
At V-Mart, our purpose begins with a simple but powerful belief:
Looking good and living joyfully should not cost too much — and it should be affordable for every family.
In a country as diverse, ambitious, and fast-evolving as India, fashion and everyday essentials are not just about products — they are about dignity, confidence, and aspiration.
Why Purpose Matters
Purpose, for us, is not a slogan. It is the foundation of
long-term sustainability and institution-building.
It gives every stakeholder — from frontline employees to leaders, from partners to shareholders —
a shared reason to believe, belong, and contribute to a common goal.
while 76% felt it strengthens alignment and long-term commitment.
Purpose answers three fundamental questions:
- Why do we exist?
- Who do we serve?
- What change are we here to create?
When this clarity exists, decisions become aligned, teams pull together,
and the organisation grows with stability and conviction.
Why We Exist
V-Mart exists to fulfil people’s aspirations and create value for customers,
employees, partners, communities, and shareholders alike.
For us, affordability does not mean compromise. It means thoughtful design,
responsible sourcing, efficient operations, and deep respect for the customer’s money.
Survey insights further affirm this responsibility — 79% customers associated
V-Mart’s purpose with “value with dignity”, 72% employees with career stability,
and 68% vendors with fair partnerships.
Purpose Beyond Profit
While profitability is essential, our purpose goes beyond financial outcomes.
We believe in creating shared value.
- Designing value fashion for real Indian needs
- Expanding access to modern retail in emerging cities
- Creating livelihoods and growth opportunities
- Building long-term vendor relationships
In doing so, we aim to be not just a retailer — but a trusted institution.
How Mission and Values Support Our Purpose
- Purpose tells us why we exist
- Mission defines what we must achieve
- Values guide how we behave
- Choosing fairness over short-term gain
- Prioritising customer value over excess margin
- Investing in people capability
- Ensuring ethical sourcing and responsible growth
Serving Bharat’s Aspirations
India’s growth story is being written beyond the metros.
V-Mart proudly serves Tier 2 and Tier 3 cities.
Our North Star
When we help families look good, live confidently, and aspire freely,
we are building an institution that contributes to the progress of Bharat.
Closing Reflection — Author’s Note
Purpose is not just what defines who we are today — it is what will anchor us
as we evolve into a stronger, more responsible institution.
— Richa Taneja
