Executive Summary

DASS Electric Trading Company was founded by Late Shri Bishan Dass Sareen in 1939.

Later this was incorporated as a private limited company on 19th September, 1988. Dass Electric Trading Company Pvt Ltd (DASS) is a leading chain of electronic superstores based in Pune, engaged in the business of electronic and consumer durables and home appliances. DASS is one of the well-established companies in the organized retailing of consumer electronics and home appliances products, currently running 10 stores in Pune and 1 store in Nasik Dass has recruited a highly skilled and trained staff across all its stores who counsel and guide customers to buy the right product. Already reigning over the hearts of the Puneite, DASS has set its sight on potential markets outside the city by launching Nasik’s largest store of electronics and home appliances, in this fiscal year.

Besides being into retailing, DASS also has to its credit the expertise of being a service provider in the industry. Today DASS is the only multi-brand chain in the city which also has a service center which functions as a completely independent unit. It caters to all repairing and servicing issues of electronic and home appliances, even beyond warranty.

The Company

Group History

Founded by Late Bishan Dass Sareen, Dass Electricals is a household name in the Peshwa city since 70 years. Flagged of in the year 1939, DASS begun with a single store in the heart of Pune city with various kinds of electricals accessories under its wing.

By the 70’s there came in the television boom and lifestyle of the Puneite was undergoing a rapid change with introduction of home appliances and electronic gadgets which were becoming a must have in every household. It was then that the visionary that he was, Bishan Dass Sareen took the decision to foray into the promising world of electronic and home appliances. Mr. Naresh Sareen and Mr. Dinesh Sareen, second generation of the family and sons of Bishan Dass Sareen who were already part of the growing business since 1966, launched the flagship store of DASS at East Street in the year 1978. With the opening of the East Street store, DASS took its leap in the thriving retail world of consumer durables and thus was the most significant milestone in the history of DASS. To capture substantial market share in Pune, DASS has aggressively expanded its footprint in the city in the last five years with the launch of several large format stores having an average floor space area of 10000-12500 sq ft.

DASS Vision

With “Customer First” as its core philosophy, DASS brand enjoys the trust and reliability of its customers after working relentlessly towards their service and satisfaction over last 70 years. With every member of DASS being extremely customer focused, the company aims at being a nationally established brand known for quality, customer delight and trust. DASS core purpose is to give opportunity to improve the standard of living to both internal and external customers. The company’s value lies in providing service to customers with honesty and integrity, pursuing excellence and to make “DASS” synonymous to Trust.

Achievements of DASS Group

• In 1996 Dass Electric Trading Company Pvt. Ltd. was awarded the “Marketing Company of the Year” by the then Finance Minister Shri P. Chidambaram.
• In 1998 Dass received “The Patron” award by the then Finance Minister Shri P. Chidambaram
• The Company has also received “Quality Excellence” award from Indian Economic Council.
• The Company has been awarded as the “Best Dealer” across brands for several years.
• In 2008 top management club awarded Dass for “Excellence in Retail” by the hands of his Excellency, Shri S. C. JAMIR – Governor Of Maharashtra