Their journey from a photo studio to a wholesaler of films and photographic paper to a retailer is an example of staying ahead of times. JJ Mehta was the first to import SLR lenses in India. In 1983-84 they became distributors of Konica films. In 1992, they imported Tamron lenses from Japan and were also among the first to import memory cards in 1999-2000. Those were the days of 16 MB compact flash cards, smart media cards in common format and 1.3 megapixel cameras costing somewhere between Rs 25,000 – 30,000.

No longer into imports, they are now into the very profitable business of retailing cameras, camcorders, popularly known as handycams, digital cameras and MP3 players of various brands; they have recently expanded their product range to include gaming devices.

Located in the heart of the city, in one of the busiest suburbs of Mumbai, Dadar (west), the store is easily accessible and hard to miss. It may not be big or fancy, but being an old horse, it is best equipped to provide customers with exclusive deals offered by the manufacturing companies.

JJ Mehta is synonymous with digital cameras but over the years they have expanded their forte to include digital audio as well. Their speciality is that they are among the first to stock up on the new and latest models in digital cameras from leading brands. Be it Sony, Panasonic, Nikon, Canon, Casio, Fuji, Olympus or Kodak, JJ Mehta has it all. Their product range includes digital cameras of all types—point and shoot, prosumer and SLR cams in various brand series such as Canon Powershot, Ixus series, Sony Cybershots, Kodak Easyshare and more; camcorders from Sony, Panasonic and Canon. Lens sold here are from Tamron, Canon and Nikkor whereas accessories such as pen drives, memory cards, rechargeable battery, tripod, chargers, flash guns et al are available. Reputed accessory brands are Toshiba (memory cards), SanDisk (memory cards and flash drives) and Kingston, particularly for flash drives. Apple (iPod) and Mobiblu MP3 players feature in the store. A recent addition is the Xbox 360 console with a repository of compatible games.