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Rajkummar Rao is serving as the brand ambassador for The NEW Shop Ropes.

The NEW Shop, India’s largest convenience retail company has appointed Bollywood actor Rajkummar Rao as the brand ambassador. In a series of campaigns to expand its footprints across the country, the actor will be featured in a variety of digital and print platforms such as social media, OTT, OOH, and IVR messaging to connect with prospective consumers through physical The New Shop stores and in-app services.

Within two years of its inception, The NEW Shop has expanded to over 100 stores with 70+ franchised stores in the last 18 months, while surpassing the ARR mark of Rs 100 crore in the past year. Navigating the unexplored convenience retail sector in India, the company’s omnichannel presence and hyperlocal services offer a “next-gen everyday shopping” experience to a wide variety of demographic. With its plans to expand and open new stores in the near future, the company wants to go beyond conventional strategies of consumer engagement through collaboration with Rajkummar Rao.

Aastha Almast, Co-Founder and Head of Business, at The NEW Shop, said, “We are proud to have come a long way since our inception. We are growing rapidly across India through franchise partnerships, but we intend to create 10,000 successful independent stores by 2030. We have so far seen a phenomenal response to our franchise model; thus we want to spread the word even more about this idea. We believe that now is the right time to bring on board a brand ambassador and strengthen our brand-building initiatives.

While carving a niche as an actor in Bollywood can be quite daunting, Rajkummar Rao has proven to the world over time and time again that talent is not only a product of merit but a combination of perseverance and diligence. What sets him apart is the unconventionality with which he has navigated through the industry by setting his own rules and striking a chord with the audience. His risks have been nothing less than entrepreneurial, which resonates with the company’s organic growth and breaking systemic barriers by providing round-the-clock quality services to consumers.

Aastha further added, “It is quite admirable how Rajkummar Rao has overcome all obstacles to become a renowned Bollywood star. Despite coming from a humble background, he has made his mark through honesty, hard work, dedication, and persistent efforts. And for this reason, audiences connect with him immensely. We are honored to be associated with a celebrity that personifies the entrepreneurial spirit of taking risks and overcoming obstacles with courage and determination. Due to his business savvy and hard-working demeanor, he is the ideal brand ambassador for our brand and franchise partners. We thank Rajkummar Rao for believing in us and being a part of our growth journey.

India is the third-largest consumer market in the world with its largest ever adolescent and youth population. A uniform, state-of-the-art convenience retail service that is available everywhere in the country at reasonable prices and catering to millions of Indian customers with regard to time and location is an exciting space for creating business opportunities. The franchise model aims to offer around 70 million traditional shopkeepers, aspiring entrepreneurs, and small businesses to enable them to build a successful business in convenience retail driven by technology and consumer needs. 

The NEW Shop offers a wide range of quick-consumption goods, including groceries, OTC, FMCG, and fresh food and beverages. It also offers add-on services such as printing, ATMs, courier, EV charging stations, freshly prepared food, etc. With its aim to provide services in busy transit hubs, office buildings, schools, and densely populated neighborhoods; the company serves clients across all touchpoints, including physical retail, e-commerce (via its website and app), as well as through marketplaces like Zomato, Swiggy, and Dunzo, owing to its tech-enabled hybrid omnichannel strategy. 

Customers can use the app to order delivery to their doorstep, visit the nearest store, or even opt for in-store pickup. With a new feather added to the hat, the company’s focus in 2023 is to establish a strong pan-India presence and grow 10x capturing more territorial presence in 20+ cities.



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