A defining feature of the Gorima’s shopping experience is the level of personal service offered to its customers. Gorima’s does not advertise itself in any way thus relying heavily on word-of-mouth marketing. These two facets of its business make it necessary for the company to have staff that is knowledgeable about the stores product offerings as well as the customer-centred culture of Gorima’s.
Gorima’s began as a manufacturer of a single product, Magi Masala, in 1981. Through the vision of its founder Khatija Mall, Durban’s (and probably South Africa’s) first specialty spice retail store was opened at The Workshop in 1986. Currently, it has a warehousing and distribution centre as well as eleven retail outlets spread out across Durban and one in Pietermaritzburg.