Footfall is down in his flagship Dundee shop, but Keith Ingram remains confident his track record speaks volumes. What is the secret to Assai Records’ success? Assai Records, which employs 42 staff, has a successful website that has been instrumental in its sales growth. “I think Dundee City Council could be doing more to offer us some financial relief until the works are complete.” He said bringing Objective Associates Limited in-house had “future-proofed” Assai Records.