For the past few days, the street outside Khan Kiryana Store had been unusually noisy.
At first, Ashburn didn't pay much attention. The shop across the lane had been vacant for months — a forgotten corner in the crowded bazaar of Ashrock City. But then one morning, as he arrived to open his shutters, he saw men carrying paint buckets, hanging banners, and hammering boards with fresh energy.
Bright colors covered the walls, and the scent of polish filled the air. Workers moved quickly, arranging counters and shelves with a sense of urgency.
Ashburn stood still for a moment, keys in hand, watching the activity.
"Another shop, huh?" he muttered under his breath. "Let's see how long it lasts."
But deep down, something felt off.
---
Within a week, the new shop stood complete. A massive signboard gleamed in the morning sun — Prime Mart – Fresh Prices Every Day!
The grand opening day came with loudspeakers, drums, and free samples handed out at the entrance. Young salesmen wearing branded T-shirts called out to passersby, offering discounts that sounded too good to be true.
"Opening this Sunday! Lowest prices in town! Guaranteed pure goods!" they shouted enthusiastically.
Aisha picked up one of their flyers and frowned. "Look at this, they're offering prices almost fifteen percent lower than ours."
Ashburn scanned the sheet with narrowed eyes. "These rates aren't natural. Someone's backing them with serious money."
"Maybe they're cutting profits to attract customers?" Aisha suggested.
He shook his head slowly. "No. This smells like strategy… not promotion."
---
When Prime Mart opened, the bazaar buzzed like a festival. Balloons waved in the breeze, a ribbon-cutting ceremony drew a small crowd, and even a local vlogger recorded reels in front of their new counters.
Ashburn watched quietly from across the street as the crowd swarmed inside.
By noon, he could already feel the shift. The regular stream of customers walking into Khan Kiryana had started to slow.
Inside the shop, a few loyal buyers stood uncertainly near the counter.
"Bhai, their sugar is fifty rupees cheaper," said an elderly woman.
Ashburn smiled politely. "Aunty, our sugar is of premium grade. Give it a try and you'll taste the difference."
She hesitated. "But they said they don't mix good goods with bad ones like other shops."
That sentence hit harder than he expected. Aisha, listening from behind the shelves, frowned. "They're attacking our reputation too."
Ashburn sighed quietly. "And people are buying it."
---
By evening, more similar voices echoed through the day.
"They're giving free oil sachets with every kilo of rice," said one customer.
"Their flour is ten percent off," added another.
"Your prices are high now, bhai. We'll come later when you start some sale again."
Aisha's hand paused mid-writing. "If this keeps going for another week…"
Ashburn finished her sentence, his tone calm but heavy. "We'll be standing in an empty shop."
---
Over the next two weeks, Prime Mart launched a "Festive Month Sale." Their banners hung at every corner. Their employees smiled at every customer, handing out loyalty cards and promising free delivery for orders above five hundred rupees — a service Ashburn had started first.
Every morning, he tried rearranging shelves, improving displays, and greeting customers himself. But the crowd had thinned.
One afternoon, a young boy, one of his regulars, came in holding an empty bag. "Bhai, I'll come next week. Their chips are ten rupees cheaper."
Ashburn forced a smile. "Sure, come whenever you like." But the moment the boy left, the smile faded.
---
Late at night, the lights of Khan Kiryana stayed on. Aisha sat beside Ashburn, surrounded by receipts and ledgers.
"We can't win by cutting prices like them," she said, rubbing her forehead. "What if we launch combo packs? Maybe attract families."
He shook his head. "Too small. We need something that connects emotionally… something beyond price tags."
They tried combo offers. Didn't work.
They offered free gifts. Didn't work.
They even started highlighting product quality differences — but most people still cared only about the final bill.
Aisha exhaled sharply. "It's not about quality anymore. They're not comparing rice or sugar. They're comparing totals."
Ashburn leaned back in his chair, eyes fixed on the dim street outside. "And people always choose the smaller number."
For the first time in a long while, he felt a quiet frustration, not because of loss — but because of helplessness.
---
That night, as he locked the shop and walked home through the silent bazaar, his phone buzzed. It was an unknown number.
The message read:
"You've hooked with a bigger fish, huh? Let's see if you can swim with the sharks. This is just the beginning."
Ashburn stopped walking. The light from the phone reflected in his eyes. He put it back in his pocket slowly, a faint smile forming on his face.
"So, it's you," he murmured, the night air cold around him. "Let's see how long you can hide behind your discounts."
The market war had just begun.