The future of a family run dairy in Rotorua is now uncertain after the owner was hammered in a robbery.

Police have been searching for the man they say assaulted the owner of Rosedale Superette with a hammer before making off with cigarettes on Friday night.

The owner's son, Bhavesh Govind [ BAH-VESH GO-VIND ], says his parents have run the store for more than a decade and never thought this could happen.

Mr Govind says his father's battered and in shock.

Once His father physically recovers Mr Govind expects his parents will re-evaluate their business.

"It is sad because they take a lot of pride in their shop, and not feeling safe in your own working environment and property is not worth it."