MR.DIY is betting that value retail can be about more than low prices. With 440 stores currently in India and their plans to cross 500 by the end of 2026, the retailer is building its proposition around variety, affordability and product discovery, while increasingly using digital, creator and user-generated content to connect with consumers.
“Over the last couple of years, the concept around value has changed. The mindset of consumers has shifted significantly from functional products to functional and aspirational products,” says Vikas Gupta, Group CEO, MR.DIY.
The retailer’s viral full-length mirror, priced at around ₹950, is a case in point. Gupta says the product has sold more than a lakh pieces, with consumers queuing outside stores to buy it. For MR.DIY, such products underline the appeal of combining utility with aesthetics at an accessible price.
The same philosophy sits behind Adorea Beauty, the company’s first dedicated beauty label. Launched with more than 200 SKUs starting at ₹45, the range was developed after consumer feedback highlighted demand for affordable, everyday cosmetics and skincare.
“We have served over 2 crore customers over the last couple of years. There was a lot of feedback that came to us from our consumers that why don't you focus on trending cosmetic products, beauty products,” Gupta says.
Quality, he adds, remains central to the proposition. “Our team has worked for almost a year just to ensure that the right set of quality products are offered to the consumers.”
Marketing is increasingly digital-first. MR.DIY has made UGC and influencers central to its strategy, while campaigns with celebrities and entertainment properties are helping expand reach. A recent collaboration with Welcome to the Jungle generated 115 million views, while three ads featuring brand ambassador Rajkummar Rao delivered more than 600 million impressions, according to Gupta.
“User-generated content, that's the best way of marketing. They are the best brand managers to talk about your brand,” he says.
AI is also being used beyond marketing, helping the retailer analyse demand, inventory and regional preferences. Gupta says AI-led content has helped MR.DIY move beyond traditional product catalogues towards more immersive formats.
With around 70% of its existing stores in Tier-I and Tier-II markets, the next phase will increasingly focus on Tier-II and Tier-III cities. MR.DIY plans to open 140-150 stores this year and aims to reach 1,000 stores over the next three to four years.
For Gupta, however, expansion is itself a marketing tool. “That is the best marketing tool that we can have,” he adds.
