However, 80% of supermarkets in Kenya are part of a chain and only small percentages were independently owned (Llosa, 2008). This is a challenge that most American entrepreneurs also face. Most consumers in America will go to a local chain brand rather than a small independent store unless the small store has a differentiating factor or competitive advantage over the chain store. Nakumatt did exactly that by building his store from the inside, with HR and personnel managers on the outside. Nakumatt's operations manager, Thiagarajan Ramamurthy, believes that labor is the most important concept of the 5 M's of business and that when labor is used properly the other 4 will follow: material, money, market and missionary. Nakumatt's ultimate goal was to maintain a good name in society and be more than just a supermarket for the people of Kenya (Llosa, 2008). By building the Nakumatt brand around labor, they have managed to stand out from the competition and connect with surrounding consumers