F ounded by ex-CRPF officer Puran Chand Arya, Ardh Sainik Canteen empowers veterans through soldier-run retail stores, offering affordable products and sustainable livelihoods.
In a country where millions salute the bravery of armed forces personnel, very few ventures are dedicated to serving them. Puran Chand Arya, a retired CRPF officer with over two decades of service, recognized this gap and founded Ardh Sainik Canteen—a unique retail initiative by soldiers, for society.
What started as a call center to assist paramilitary personnel has now evolved into a thriving chain of 1,000+ stores, with 6,000+ applications pending for new outlets. Arya’s mission is simple yet powerful: to provide affordable, high-quality products to soldiers, veterans, and the general public while creating sustainable livelihoods for ex-servicemen.
Puran Chand Arya’s career spans 21 years in the CRPF, where he served in high-risk zones like Jammu & Kashmir, Assam, and Delhi. His tenure wasn’t just about combat; he was deeply involved in welfare initiatives for fellow soldiers.
One of his key contributions was establishing the Welfare and Rehabilitation Board (WARB) for paramilitary forces, ensuring better support for retired and serving personnel. He also played a pivotal role in introducing the Prime Minister’s Scholarship Scheme, enabling soldiers’ children to pursue higher education.
Beyond policy work, Arya organized large-scale wellness programs, including stress management courses and yoga camps led by Swami Ramdev, benefiting over 60,000 personnel.
Despite these achievements, he noticed a persistent problem—soldiers struggled with limited access to affordable goods and few opportunities after retirement.
This realization led him to take voluntary retirement in 2016 and launch the Ardh Sainik Welfare Trust, a helpline that has since resolved 4 lakh queries from serving and retired soldiers. But Arya wanted to do more—leading to the birth of Ardh Sainik Canteen.
Unlike traditional CSD (Canteen Stores Department) canteens, which are exclusive to defense personnel, Ardh Sainik Canteen operates on an inclusive model. It offers discounted groceries, electronics, and apparel to soldiers and veterans, while also serving the general public.
Arya explains,
“There was no platform helping soldiers set up their own stores post-retirement. We designed this as a rehabilitation program—training ex-servicemen to run retail outlets, giving them financial independence.”
What makes Ardh Sainik Canteen unique is its soldier-first approach. Products are priced lower than market rates, with exclusive loyalty benefits for armed forces personnel. The venture also launched its own brand, ‘Abhhyam’, featuring over 200 essential products, with plans to expand to 500+ SKUs in the next two years.
To streamline operations, Arya introduced www.IndianMSME.org, a B2B portal where store owners can place bulk orders directly. This tech-driven supply chain ensures efficiency and scalability.
Launching a retail chain for a niche audience came with significant hurdles. One major challenge was logistics—ensuring seamless supply to remote areas where many soldiers reside. Another obstacle was securing brand partnerships, as convincing FMCG giants to offer bulk discounts required persistent negotiation.
Perhaps the toughest challenge was building awareness and trust. Soldiers were accustomed to government-run CSD canteens, and convincing them to shift to a new system took time. Arya’s solution was to leverage credibility—when soldiers saw fellow veterans running these stores, adoption grew organically.
Strategic tie-ups with manufacturers and a digital inventory system further streamlined operations, ensuring consistent product availability.
The turning point came when demand skyrocketed, proving that soldiers needed an alternative beyond government canteens. Today, the venture is on track to become India’s largest soldier-run retail chain, with ambitious plans for expansion.
In the next five years, Arya aims to grow to 20,000+ stores, making Ardh Sainik Canteen a household name. Beyond retail, the company plans to introduce more welfare programs, including financial aid and skill development initiatives for ex-servicemen.
The ‘Abhhyam’ brand will play a crucial role in this growth, offering high-quality, affordable products to strengthen customer loyalty.
Arya’s journey offers valuable lessons for budding entrepreneurs. His first piece of advice is to identify a real problem—not just a business opportunity. His venture succeeded because it addressed a genuine need in the armed forces community.
He also emphasizes leveraging expertise. His military background gave him deep insights into soldiers’ challenges, allowing him to design a truly impactful solution.
Finally, he believes in building trust before chasing profits.
“When you serve a community that has served the nation, success isn’t just revenue—it’s impact,” he says.
Ardh Sainik Canteen isn’t just a business—it’s a movement. By empowering soldiers as entrepreneurs and offering affordable essentials to the public, Puran Chand Arya has created a model where commerce meets social good.
As he puts it:
“We’re not just selling products; we’re selling respect for those who protect us.”
🌐 Website: www.ArdhSainikCanteen.com
🔗 LinkedIn: Puran Chand Arya
🛒 B2B Portal: www.IndianMSME.org
Swastik is a seasoned Media and Marketing Expert with a strong background in digital strategy, branding, and content creation. With a passion for innovative marketing solutions, he helps businesses build their presence, engage audiences, and drive growth. His expertise spans across various industries, ensuring effective campaigns that resonate with target markets.
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