Quick-thinking customers rushed to Kiran Mistry's aid as he chased two robbers down the street with blood pouring from a head wound.
Mr Mistry told the Rotorua Daily Post he could have been killed in the aggravated robbery at his Sunset Super Seven dairy, Mount View Dr, on Wednesday, the first time he has been assaulted in 19 years of dairy ownership. Rotorua police are investigating the attack, which happened around 2.45pm and are appealing for information.
Mr Mistry said he had been standing at the counter going through his invoices when he was suddenly struck on the head with a wooden bedpost.
"I had no idea what had happened to me, I was lying on the floor."
He said he was hit on the head twice and as a third strike was made he raised his arm in defence. The bedpost was dropped beside him and his attackers ran out of the store.