It has been revealed that the shopkeeper shot in cold blood during a robbery, kept asking a friend when an ambulance would arrive.
Navtej Singh later died from chest wounds.
Police and the ambulance service have defended the time it took them to get to the liquor store in Manurewa where the incident occurred.
But the killing of the husband and father of three young girls has shattered the Indian community.
On Monday family and friends gathered to mourn, some so upset they physically couldn't talk.
"At the moment the community is in shock, we cannot say much and we still cannot believe that he has died, " says Daljit Singh.
Twenty five police are now working on the case, as the men responsible remain on the loose.
Police have also revealed that they are now looking for a second car which could have been involved in the robbery.
They are hunting four people involved in the robbery and also a white four-wheel-drive, possibly an older-model ford explorer.
But while the hunt continues, the family of Singh want answers about why it took more than half an hour for ambulance staff to reach him.
Records show that the first 111 call was received at 7:09pm.
Three minutes later an ambulance was dispatched, it arrived at the police cordon 11 minutes after the initial 111 call, at 9.18pm.
But it was a further 28 minutes before paramedics could get past the cordon to the patient.
Friend Sandeep Verma was on the scene just minutes after the shooting, he says his friend kept asking when the ambulance would arrive, and that he had a bad pain in his chest.
"My question is, that if I am calling in a car park, from the car park, on my mobile to the police, are they expecting the offenders to be there?" he asks.
But St John ambulance says it is international practice not to let paramedics onto a scene until police have said it is safe.
"It's very frustrating and distressing for our crews just to be standing at a safe forward point waiting to enter a scene, where they know there's likely to be a patient seriously injured, but we really cannot enter an unsafe zone with people with guns, " says St John Regional Operations Manager Gary Salmon.
And police say they couldn't have let paramedics in any earlier.
Meanwhile detectives want to speak to four women who entered the shop just minutes after the robbery.
And they are urging anyone who may know anything about the murder to come forward.
