Defying odds to reimagine convenience

In the quiet village of Fenstanton, where life moves at a slower pace, there stands a decades-old convenience store that has been a never-ending source of not only for essentials but also for support and joy.

A lifeline for more than 3,400 people of Fenstanton in Cambridgeshire, Ash’s Shop has been serving the community since 1988. Fenstanton is the kind of place where everyone knows everyone. Ash’s Shop is a regular hang-out place for the residents who often visit the store knowing they will be welcome.

Second generation retailer Amit Puntambekar has been running the store since 2017 after taking the charge from his parents and has plans to take it to new heights. In a candid conversation with Asian Trader, Puntambekar discussed in detail how Ash's Shop has been evolving over the years to remain relevant and beloved by its customers.

He said, “We have always been good at getting our ranging right. As a business we have been historically owner-operated, with Mum and Dad knowing every customer.

“This has shifted as we transitioned to a staff run model. Our relationship with the customers has had to evolve, but still, most people here are on first name terms with the staff. This highlights the value, and positive impact we have within the village.”

Originally housed in a centuries-old building, the retailer undertook a massive transformation of Ash's Shop, turning it into a modern convenience store while maintaining its village charm.

Ash's Shop

Puntambekar told Asian Trader, “Five years ago, I gutted the whole interior and re-focused the business from a typical c-store offering that focused only on BWS and emergency top-ups to a wholesome everyday top up range.

“The ambition was not to replace a 'supermarket' spend but to stock all the essentials that one finds at a supermarket.”

Post-refit, the shop boasts an 18-meter chilled food section, featuring a diverse range from Co-op, alongside a bakery and coffee machine. Puntambekar is proud of how much the store can now offer, despite its size.

“I am impressed with how much we can range from co-op's chill catalogue. This gives the consumer greater choice, and awareness that they can utilise our business, as well as giving good security for product quality,” he enthused.

Being part of the Nisa Local franchise gives Ash's Shop a certain degree of flexibility in its range and stock, something Puntambekar has expertly curated based on both supplier advice and an intimate knowledge of his customers’ need and taste.

“We are a village C-store with not much passing trade,” he explained. "This is both a positive and a negative. We can fully design our range around customer needs, but we are reliant on a small base of people. If we get pricing, availability, or range wrong, it has serious knock-on effects."

Today, Puntambekar has a strong voice in the industry and works in close collaboration with big brands like CCEP and premium wine maker Hatch Mansfield to get the best discounts as well as new launches and flavours to Fenstanton.

He stated, “Hatch Mansfield is great at doing wine tastings. These tasting session helps the customer understand the price point and gives them confidence about the product.

“CCEP are very supportive on new launches. Like with the new Beetle Juice edition, CCEP supplied us with a balloon arch, and a costume for the staff to dress up in. This created a serious buzz in the village, with some people wondering if I was getting married!”

Ash's Shop

Community engagement continues to remain at the heart of Ash's Shop. Puntambekar, also serving as a parish councilor, has spearheaded numerous initiatives, from distributing advent calendars to underprivileged families to supporting the elderly through "warm space" programs during the harsh winter months.

“Our community work is multi-faceted, whilst I am a big believer in supporting the younger generation as much as possible in sports, education and community initiatives. Our business truly supports people across the age, and social spectrum,” he informed.

In spite and despite the close warm connection with the community, the rise in theft and abusive behavior has left Puntambekar frustrated.

He explained, “The biggest challenge we face is the normalisation of shop theft, with some customers even finding it funny when I mention how much confectionary was stolen over summer holidays.”

“What many people don't realise is theft is a net loss. With the incredible pressures due to the cost of living, and the UK having a very competitive retail market, margins are tight.”

"Criminals know the police support is no longer there, they know how to game the system, our justice system is failing us. I have dealt with more threats to 'smash my face in', 'we will get you later', then my parents did in all their years of work.”

Braving the challenges, Puntambekar is determined to push forward, with exciting plans on the horizon

“Right now we are focusing on a few areas, such as our FTG side of the business, with a new kitchen being installed, as well as looking at new hardware for efficiency savings.

“Externally, we are looking to update something of our graphic branding outside the business, focusing on images that will highlight the heritage of our village, and business.”

“We are looking to invest back into the business for a 'tidy up', however the larger focus would be now on growth. A lot of people are surprised I haven't been more aggressive on acquiring sites, but there has been so much to learn, and many mistakes made. I'm a firm believer in building solid foundations,” he concluded.