Chennai based grocery store, Subhiksha has been expanding to new territories and continues to focus on its target market, the masses of India. The company reiterated its intentions to only look to serve the mass market consumers and not any of the higher end customers. In an interview with The Economic Times, R Subramanian spoke about how he got started in the business; starting with 10 stores in Chennai and giving customers a 7-8% discount on all items. Subhiksha took two years to break even, but the company continued to expand and open more stores. ICICI Venture joined as an investor and the company carried on its expansion into Tamil Nadu, till it decided to expand on a national basis in 2004.