Let the cost price be Rs. 100 and weight be 1 kg.
The selling price will be 90\% of the cost, so the dealer sells at Rs. 90 per kg.
However, due to using 30\% less weight, the actual quantity is only 0.7 kg.
The total selling price for 0.7 kg is Rs. 90, but the cost price is Rs. 100 for the full 1 kg.
The profit percentage is calculated as \[ \frac{90 - 100}{100} \times 100 = 28 \frac{4}{7} \% \text{ profit.} \]