India, Jan. 10 -- Same-store sales growth (SSSG) measures how much sales rise in stores open for at least one year. Unlike growth from opening new locations, SSSG increases without extra capital spending. It comes from selling more at each store; this can be done either by attracting more customers (volume growth) or by shifting the mix toward higher value or premium items.

However, a company can report two different versions of the same figure. Normal SSSG is basically the direct, unprocessed growth that comes only from the sales of these existing stores. On the other hand, Adjusted SSSG is a metric that excludes one-time or unusual factors, such as festival timings (Durga Puja, Diwali, etc), store renovations, temporary disruptions, or...