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RETAILING

Meaning: the activities involved in selling commodities directly to consumers.


Retail consists of the sale of goods or merchandise from a fixed location, such as a department
store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the
purchaser.[1]
Retailing may include subordinated services, such as delivery. Purchasers may be individuals or
businesses. In commerce, a "retailer" buys goods or products in large quantities from
manufacturers or importers, either directly or through a wholesaler, and then sells smaller
quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at
the end of the supply chain.
Manufacturing marketers see the process of retailing as a necessary part of their overall
distribution strategy. The term "retailer" is also applied where a service provider services the
needs of a large number of individuals, such as a public utility, like electric power.
Shops may be on residential streets, shopping streets with few or no houses or in a shopping
mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or
full roof to protect customers from precipitation. Online retailing, a type of electronic commerce
used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop
retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and browsing
and does not always result in a purchase.

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Shopping has become a hobby for the new generation.. The whole concept of shopping has
altered with time, in terms of format and consumer buying behavior. Thanks to rapid
urbanization and sprawling shopping centres, multi-storeyed malls and huge complexes that emerge
at an ever increasing speed in every upcoming city, retailing has grown into one of the largest
sectors in the global economy, and a booming industry in the present century. 

Retail Industry, one of the fastest changing and vibrant industries in the world, has contributed to
the economic growth of many countries. The term 'retail' is derived from the French word retailer
which means 'to cut a piece off’ or ‘to break bulk'. Retailing is a vital part of the business
industry that involves selling products and services to consumers for their individual or family
use. Retailing can also be defined as the timely delivery of goods demanded by consumers at an
affordable and competitive price. It is a vertical and people-oriented business industry. Retail
business in India boomed in the 80's and within a sport span of time, Indian retail industry has been
rated as the fifth most attractive, emerging retail market in the world. Indian retail industry which
account for over 10 percent of the country’s GDP (gross domestic product) and around eight
percent of employment, is expected to grow at a compounded rate of 30 per cent over the next
five years. 

Retailing process involves a direct interface with the customer and the coordination of business
activities from the design stage of a product to its delivery and post-delivery service. Generally,
retail business can be classified into several types depending on their size, shape, product lines,
amount of service they offer and prices they charge etc. Some among them are specialty stores,
supermarket/ malls, factory outlets, franchises, chain stores, discount stores, lifestyle & personal
products, furnishing & house hold appliances etc.

As a career, retail management is a dynamic field that offers affluent employment opportunities
for talented youth. It offers around 2 million job opportunities worldwide. Basic educational
qualifications, as well as personal skills like good communication and analytical mind is needed
to outshine in this profession. Even though related with selling, not all the job opportunities in
this field is in the stores/outlets themselves. In this career, one will get openings in sales and
marketing, operation, concept and design, buying and merchandising and also in administration.
The economic boom and the enormous expansion in the retail sector make this career most
sought after. As the competition in this field is very tough, nowadays the shopping malls are
doubling up as leisure and entertainment centers, to attract customers. Those who wish to be in
this field must be creative and should have new ideas to promote their business.

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Selling of merchandise directly to the consumer. Retailing began several thousand years ago
with peddlers hawking their wares at the earliest marketplaces. It is extremely competitive, and
the failure rate of retail establishments is relatively high. Price is the most important arena of
competition, but other factors include convenience of location, selection and display of
merchandise, attractiveness of the establishment, and reputation. The diversity of retailing is
evident in the many forms it now takes, including vending machines, door-to-door and
telephone sales, direct-mail marketing, the Internet, discount houses, specialty stores,
department stores, supermarkets, and consumer cooperatives

The term “Retail business” connotes the sale of goods or merchandise, from a fixed location
such as a department store or a shop, in small or individual lots for direct consumption by
the buyer. The process of retailing may include other allied services, such as delivery of the
purchased products. The Purchasers of retail business may be individuals or other business
houses. The retailer procures goods or products in large quantities from manufacturers or
importers, either directly or through a wholesaler, and then sells smaller quantities to the
consumers. Retailing houses are often called shops or stores. Retailers are at the end of the
supply chain. According to manufacturing marketers the process of retailing is a necessary
part of their overall distribution strategy

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Retail store

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HISTORY
Retail comes from the French word retailler, which refers to "cutting off my hands, clip and
divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning of a "sale in
small quantities" in 1433 (French). Its literal meaning for retail was to "cut off, shred, off my
toes
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable demographic
patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.
Shopping in India has witnessed a revolution with the change in the consumer buying behavior
and the whole format of shopping also altering. Industry of retail in India which has become
modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and
sprawling complexes which offer food, shopping, and entertainment all under the same roof.
India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers.
In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9%
annually. The branded food industry is trying to enter the India retail industry and convert Indian
consumers to branded food. Since at present 60% of the Indian grocery basket consists of non-
branded items.

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India retail industry is progressing well and for this to continue retailers as well as the Indian
government will have to make a combined effort.
India Shopping Malls
ü Scope of the Indian Retail Market
ü Indian Organized Retail Market
ü Growth Factors in Indian Organized Retail sector
ü Opportunities in Indian Organized Retail sector
ü Challenges facing the Indian Organized Retail sector
ü Role of Supply Chain in Indian Organized Retail
ü Employment Generation by Indian Organized Retail Sector
ü Indian Organized Retail Sector's Impact on Lifestyles
ü Emerging Trends in Indian Organized Retail Sector
ü Growth of Retail Companies in India
ü Evolution of Indian Retail
ü FDI in Indian Organized Retail Sector
Formats in Indian Organized Retail Sector

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RETAILING IN INDIA

Euromonitor International's Retailing in India examines whether recent high growth rates can
be sustained in an economic downturn. Growth has been boosted by richer consumers
spending more and some companies' decision to sell a wider range of non-food products. Rising
sales have supported expansion into new markets, new store formats and moves into private
label products. However, the economic downturn has set some of these strategies back, this
analysis looks at whether grocery retailers will continue to enjoy similar rates of growth in the
future

Retailing is one of the pillars of the economy in India and accounts for 35% of GDP.[1]
The retail industry is divided into organised and unorganised sectors. Over 12 million outlets
operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised
retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc.[2] In India, a shopkeeper of such kind of shops is usually known as a
dukandar.
Most Indian shopping takes place in open markets and millions of independent grocery shops
called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008.
[3]
Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations
such as "signboard licences" and "anti-hoarding measures" may have to be complied before a
store can open doors. There are taxes for moving goods to states, from states, and even within
states.[3]

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Growth
An increasing number of people in India are turning to the services sector for employment due to
the relative low compensation offered by the traditional agriculture and manufacturing sectors.
The organized retail market is growing at 35 percent annually while growth of unorganized retail
sector is pegged at 6 percent.[4]

The Retail Business in India is currently at the point of inflection. Rapid change with
investments to the tune of US $ 25 billion is being planned by several Indian and multinational
companies in the next 5 years. It is a huge industry in terms of size and according to management
consulting firm Technopak Advisors Pvt. Ltd., it is valued at about US $ 350 billion. Organised
retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in
the next 5 years.

India has topped the A.T. Kearney’s annual Global Retail Development Index (GRDI) for the
third consecutive year, maintaining its position as the most attractive market for retail
investment. The Indian economy has registered a growth of 8% for 2007. The predictions for
2008 is 7.9%.[5] The enormous growth of the retail industry has created a huge demand for real
estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300
malls are estimated to be operational in the country.[6]

With over 1,000 hypermarkets and 3,000 supermarkets projected to come up by 2011, India will
need additional retail space of 700,000,000 sq ft (65,000,000 m2) as compared to today. Current
projections on construction point to a supply of just 200,000,000 sq ft (19,000,000 m2), leaving a
gap of 500,000,000 sq ft (46,000,000 m2) that needs to be filled, at a cost of US$15–18 billion.[7]

According to the Icrier report, the retail business in India is estimated to grow at 13% from $322
billion in 2006-07 to $590 billion in 2011-12. The unorganized retail sector is expected to grow
at about 10% per annum with sales expected to rise from $ 309 billion in 2006-07 to $ 496
billion in 2011-12

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The Indian Retail Market:
Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the
geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail
space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6
percent is highest in the world.[9] 1.8 million households in India have an annual income of over  
45 lakh (US$101,250)[10].
Delving further into consumer buying habits, purchase decisions can be separated into two
categories: status-oriented and indulgence-oriented. CTVs/LCDs, refrigerators, washing
machines, dishwashers, microwave ovens and DVD players fall in the status category.
Indulgence-oriented products include plasma TVs, state-of-the-art home theatre systems, iPods,
high-end digital cameras, camcorders, and gaming consoles. Consumers in the status category
buy because they need to maintain a position in their social group. Indulgence-oriented buying
happens with those who want to enjoy life better with products that meet their requirements.
When it comes to the festival shopping season, it is primarily the status-oriented segment that
contributes largely to the retailer’s cash register.[11]
While India presents a large market opportunity given the number and increasing purchasing
power of consumers, there are significant challenges as well given that over 90% of trade is
conducted through independent local stores. Challenges include: Geographically dispersed
population, small ticket sizes, complex distribution network, little use of IT systems, limitations
of mass media and existence of counterfeit goods

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Major Indian Retailers
Indian apparel retailers are increasing their brand presence overseas, particularly in developed
markets. While most have identified a gap in countries in West Asia and Africa, some majors are
also looking at the US and Europe. Arvind Brands, Madura Garments, Spykar Lifestyle and
Royal Classic Polo are busy chalking out foreign expansion plans through the distribution route
and standalone stores as well. Another denim wear brand, Spykar, which is now moving towards
becoming a casualwear lifestyle brand, has launched its store in Melbourne recently. It plans to
open three stores in London by 2008-end.[13]

The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans
to focus on lifestyle products. The Mahindra Group is the fourth large Indian business group to
enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti
Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a
range of products, or both.

 Next retail India Ltd (Consumer Electronics)(www.next.co.in)


 Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe
Deposit Lockers
 PGC Retail -T-Mart India[1], Switcher , Respect India , Grand India Bazaar ,etc.,
 REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super
 RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super,
Daily & Fresh
 Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
 The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan
Industries with World of Titans showrooms, Tanishq outlets, Chroma.
 K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Mall
 Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
 Pyramid Retail-Formats: Pyramid Megastore, TruMart
 Nilgiri’s-Formats: Nilgiris’ supermarket chain
 Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
 Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
 Vishal Retail Group-Formats: Vishal Mega Mart
 BPCL-Formats: In & Out
 Reliance Retail-Formats: Reliance Fresh
 Reliance ADAG Retail-Format: Reliance World
 German Metro Cash & Carry
 Shoprite Holdings-Formats: Shoprite Hyper
 Paritala stores bazar: honey shine stores

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 Aditya Birla Group - more Outlets
 Kapas- Cotton garment outlets

Entry of MNCs
The world's largest retailer by sales, Wal-Mart Stores Inc and Sunil Mittal's Bharti Enterprises
have entered into a joint venture agreement and they are planning to open 10 to 15 cash-and-
carry facilities over seven years. The first of the stores, which will sell groceries, consumer
appliances and fruits and vegetables to retailers and small businesses, is slated to open in north
India by the end of 2008.[14]
Carrefour, the world’s second largest retailer by sales, is planning to setup two business entities
in the country one for its cash-and-carry business and the other a master franchisee which will
lend its banner, technical services and know how to an Indian company for direct-to-consumer
retail.[15]
The world’s fifth largest retailer by sales, Costco Wholesale Corp (Costco) known for its
warehouse club model is also interested in coming to India and waiting for the right opportunity.
[16]

Opposition to the retailers' plans have argued that livelihoods of small scale and rural vendors
would be threatened. However, studies have found that only a limited number of small vendors
will be affected and that the benefits of market expansion far outweigh the impact of the new
stores.[17]
Tesco Plc., plans to set up shop in India with a wholesale cash-and-carry business and will help
Indian conglomerate Tata group to grow its hypermarket business.

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Challenges
To become a truly flourishing industry, retailing needs to cross the following hurdles:[18]

 Automatic approval is not allowed for foreign investment in retail.


 Regulations restricting real estate purchases, and cumbersome local laws.
 Taxation, which favours small retail businesses.
 Absence of developed supply chain and integrated IT management.
 Lack of trained work force.
 Low skill level for retailing management.
 Lack of Retailing Courses and study options
 Intrinsic complexity of retailing – rapid price changes, constant threat of product
obsolescence and low margins.

To overcome some of the challenges faced by modern retail, the country is developing a support
infrastructure in form of specialised retail schools. One such skill development initiative has
been taken by TKWs Group. Its TKWs Retail School has already training over a thousand
students and retail professionals for different retail skills. TKWs Retail School is also associated
with government projects like enhancing retail experience of foreign tourists, improving retail of
handicraft and local produce, skill development of village youth

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retailindia.typepad.com

This site could be a one-stop site for you if you are seeking to ram up some information about the retail
business scenario of India. This site provides you with a treasure trove of details on the various key players
on the Indian retail scene. It furnishes you with reports and reviews about the current trends in the retail
industry. This is a site which provides you with links of the major retailing outlets of India like Pantaloons,
Globus, Provogue, West side, Shoppers Stop and Wills lifestyle. In this site you can also get some expert
suggestions too if you are interested in investing in a retail business.

indiaretailing.com

This is another gem of site for all those people who are interested in retail business in India. This insightful
site is a powerhouse of information on the retail industry enlisting the major retail franchises of India. If you
are interested in starting up your career in retail this site provides you with some authentic tips on how to
go about it. The current trends and impulses of the Indian retail industry are also analyzed and reviewed in
this site. The major retailing event around the globe such as information on World retailing congress etc. are
also harped on in this site.

centralbankofindia.com

This article brings to you an erudite discourse on the retail scene in India. According to this article the recent
retail boom in India can be accounted to the enlarged consumer population on India who are willing to pay
more for quality lifestyle products these days. The involvement of Banks and financial institutions has
opened new vistas for the retail chains which are mushrooming in an unprecedented manner in India. So
read on and get the necessary know how about Indian retail business from this site.

networkmagazineindia.com

This site gives you a detailed article on Pantaloons Retail India Ltd (PRL) which is one of the key players in
the Indian retail scene. This company has got ambitious plans to augment its retail business in India and it
is going to take the help of Information technology to materialize its goals. The key to the success of the IT
enhanced retail strategy lies in the ability to network all nationwide company locations in a secure and
organized manner. Previously all locations including retail outlets and warehouses were not connected
directly to the head office. But now the VPN network will link all company locations including retail outlets
and the manufacturing unit in phases.

tata.com

This is an insightful and futuristic study of the present trends and future opportunities of retail business in
India. According to the writer of this article, Pankaj Gupta who is the practice head of consumer and retail
for Tata Management group, Indian retail industry has the potential of turning into a Rs 40,000crore
industry by 2015.This article also regales you with myriads of details on the Indian retail scenario which is
the ninth largest retail market in the world with an estimated annual retail sale of over 215 billion US dollar
in the year 2005.

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timesofindia.com

This article brings in good tidings for Indian consumers for it heralds the foray of world retailing giant
Walmart into Indian retailing scene. Walmart has collaborated with Sunil Mittal's Bharti Enterprise which is a
reputed retailing company of India. Walmart and Bharti enterprise will jointly open retails stores all over the
length and breadth of India by the end of 2007. This tie up indicates that retail industry is now luring with
players of Indian industry as both Tata and Reliance the two topnotch industrial houses of India have started
eying the retail market.

fibre2fahion.com

This article informs you about the recent expansion bid by retail giant Pantaloons Retail India Limited. They
plan to augment their retail space to 3 million square feet across twenty five cities of India where twelve
crore Indians will be able to shop this year. In this article Pantaloons retail head Kishore Biyani clarifies the
stand that Pantaloon Retail Indian limited is going to take regarding its business strategy. He also throws
light on the position of Pantaloons in the Indian retail scenario.

znetindia.com

SAP India is the market leader in providing business software to retailers in India as well as the other parts
of the globe. With this article SAP India Ltd declares its latest initiative to open a SAP center of Excellence
for Retail and thus it tries to capture the highly competitive Indian retail market. They have rightly
recognized that Indian retailer are increasingly relying on technology as a key force in helping them excel
and is looking for guidance for technology initiatives to make their functioning more smooth. According to
SAP representatives working with Sun and SAP, retailers can shorten their development and deployment
schedule by several months and ultimately save a lot of man-hours.

channeltimes.com

This article elaborates on the successes of retail giant HP which has attained the high water mark of opening
700 retail outlets across India. These reseller retail stores pf HP India carry the entire portfolio of HP's
imaging and printing products from ink jet printers, scanners, all-in-one devices, entry-level laser printers,
Compaq Presario home PCs to Presario notebooks. Here HP head Mr Mathur rightly boasts of a highly
successful retail strategy that has enabled HP to enhance the number of it retail outlets from 450 to 700
within a mere span of six months.

ibef.org

This article underscores the plethora of changes that Indian retailing sector is undergoing in the recent
years. It then informs about the upcoming India Retail Report 2007 which is to be a truly international
presentation in a coffee table format. This India Retail Report 2007 will also carry visionary thoughts of Shri
Kamal Nath, Dr. Ajay K Dua, Secretary, Department of Industrial Policy & promotion, Ministry of Commerce
& Industry. It will also incorporate 40 thought leaders from the retail industry covering almost every aspects
of retail business. This report will profile formats and retailers of India. The study, full of facts and figures,
published in this report is expected to reveal many interesting facets of the Indian retail industry that could
open up newer vistas of business both for the established retails biggies and the new comers as well.

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Sum up the retail industry of India with the help of this page.

If you still need more information on any other topic please visit www.bestindiansites.com

ORIGIN OF RETAILING

Although retailing does not enjoy the status of an Industry, the sheer size this behemoth
will develop into, is grabbing attention. The origin of retail in India dates back to ancient times
when the melas and mandis made heir presence felt. The changing socio economic patterns
coupled with the consumption increase led to the emergence of the convenience stores, which
became a part of the civic planning.

The next step was the commercial plazas, which comprised merely shops offering a variety of
goods and services clubbed together. The inconveniences caused by lack of parking place, toilets
and maintenance, ushered in the entry big international brands opening their exclusive
showrooms. The opening up of the economy only fueled this globalization. There are, however,
certain bottlenecks as well; the scarcity of space, coupled with the stringent provisions of the
Rent Control Act, act as a dissuasive factor for many players to initiate operations in the main
markets. This also explains why the Raheja’s forayed into their retail venture- Shoppers’ Stop.

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CHARACTERISTICS OF RETAILING

Retailing can be distinguished in various ways from other businesses such as manufacturing.

Retailing differs from manufacturing in the following ways:

There is direct end-user interaction in retailing.

In is the only point in the value chain to provide a platform for promotions.

Sales at the retail level are generally in smaller unit sizes.

Location is a critical factor in retail business.

In most retail businesses services are as important as core products.

There are a larger number of retail units compared to other members of the value chain.

This occurs primarily to meet the requirements of geographical coverage and population density.

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THEORIES AND MODELS OF RETAILING

1. DIALECTIC PROCESS: - An evolutionary theory based on the premise that retail institutions evolve. The

theory suggests that new retail formats emerge by adopting characteristics from other forms of retailers in much the

same way that a child is the product of the pooled genes of two different individuals.

2. GRAVITY MODEL: - A theory about the structure of market areas. The model states that the volume of

purchases by consumers and the frequency of trips to the outlets are a function of the size of the store and the

distance between the store and the origin of the shopping trip.

3. RETAIL ACCORDION THEORY:- A theory of retail institutional changes that suggests that retail institutions

go from outlets with wide assortments to specialized, narrow, line store merchants and then back again to the more

general, wide-assortment institution. It is also referred to as the general- specific-general theory.

4. RETAIL LIFECYCLE THEORY:-A theory of retail competition that states that retailing institutions, like the

products they distribute, pass through and identifiable cycle. This cycle can be partitioned into four distinct stages:

i. Innovation,
ii. Accelerated development,
iii. Maturity, and
iv. Decline.

5. WHEEL OF RETAILING THEORY: - A theory of retail institutional changes


that explains retail evolution with an institutional life cycle concept.

6. NATURAL SELECTION THEORY: - A theory of retail institutional changes that states that retailing

institutions that can most effectively adapt to environmental changes are the ones that are most likely to prosper or

survive

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7. CENTRAL PLACE THEORY: - A model that ranks communities according to the assortment of goods available

in each. At the bottom of the hierarch are communities that represent the smallest central place(centres of

commerce). They provide the basic necessities of life. Further up the hierarchy are the larger central places, which

carry all goods and services, found in lower-order central places plus more specialized ones that are not necessary.

CLASSIFICATION OF RETAIL UNITS

Conceptual classification of a business unit provides the marketers with strategic guidelines,
useful in the design of retailing strategy. Besides, retail businesses are extremely diverse and
there are quite a few types of retail units. Therefore, retail units are classified on multiple of
ownership, geographical locations, kind of customer interaction level of services provided etc.

Retailers Classified on the Basis of Ownership

One of the first decisions that the retailer has to make as a business owner is how the company
should be structured. This decision is likely to have long-term implications, so it is important to
consult with an accountant and attorney to help one select preferred ownership structure.

There are four basic legal forms of ownership for retailers:

1.Sole proprietorship: - The vast majority of small businesses start out as sole proprietorships.
These firms are owned by one person, usually the individual who has the day-to-day
responsibility for running the business.

2.Partnership: - A partnership is a common format in India for carrying out business activities

(particularly trading) on a small or medium scale. In a partnership, two or more people share
ownership of a single business.

3.Joint venture: - A joint venture is not well defined in the law. Unless incorporated or
established as a firm as evidenced by a deed, joint ventures may be taxed like association of

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persons, sometimes at maximum marginal rates. It acts like a general partnership, but is clearly
for a limited period of time or a single project.

4.Limited liability Company (public and private):- The Limited Liability Company (LLC) is a
relatively new type of hybrid business structure that is now permissible in most states.

The owners are members, and the duration of the LLC is usually determined when the
organization papers are filed.

RETAIL PROMOTION STRATEGY

Retail promotion is broadly defined as all communication that informs, persuades and
reminds the target market or the prospective segment about marketing mix of the retail firm. The
retailers seek to communicate with customers to achieve a number of objectives. These
objectives include increasing store traffic by encouraging new shoppers to visit the store,
increasing share-of-wallet for all shoppers of specific groups among them, increasing sale of a
given product or category and developing the store image or the retail brand. The retailers
communicate with customers through many vehicles: advertising, sales promotion, publicity and
personal selling.

The promotion mix is managed by the retail firm’s marketing and advertising
department. Such kind of structure is common in the case of multi-chain department stores or
company-owned retail chains. In case of small independent retailers, small retail chains and
franchisees, manufacturer in terms of material, ideas and funds. In some cases, retailers and
manufacturers pool in resources for effective promotional strategy.

Advertising, sales promotions, and personal selling are example of paid impersonal
communications. The responsibility of personal selling predominantly lies with the sales
personnel and in case of small retail outlets, with the owner himself. Personal selling is the
cornerstone of the promotion strategy for the Indian retail industry, especially in the unorganized
sector. The key advantage with the retail sector is the opportunity of face-to-face interaction with

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customers. Hence, it has the advantage of utilizing various facets of personal selling to
personalize the promotion efforts.

Advertising is a form of paid communication and it uses impersonal mass media like
newspapers, magazines, TV, radio, direct mail, etc.

A sales promotion is another form of paid impersonal communication, which offers


additional value and incentives to the customer. It not only encourages the customers to visit the
stores buy also promotes trial and repeat purchases. Some of the popular sales promotion
activities are special events in-store demonstration, coupons and contests.

Publicity is an un-paid form of communication that provides information about the retailer
through the media.

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INTRODUCTION:
I am doing survey on retail stores like Spencer, Big Bazaar, More, and Reliance Fresh. The
survey about perceived value about retail stores in India. In metro Politian cities the retail
business is one of the major businesses. Even people also habituate to visit retail stores regularly.
It is a good sign for retail industry. So ultimately competitors exist in this industry. so how they
are running their businesses successfully. What are the strategies they are using for getting good
profits?

How they are satisfying their customers with their service. If normal lower middle class people
can visit those stores. i.e. for that the retail stores are providing either good service or not, how
they are reaching the customers, for that what are the strategies they are following, for that
strategies either they are planning or not. These type issues discussing with the analysis, I am
analyzed from the questionnaire.

ABOUT RETAIL STORES:

Retail consists of the sale of goods or merchandise from a fixed location, such as a department


store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the
purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be
individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities
from manufacturers or importers, either directly or through a wholesaler, and then sells smaller
quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at
the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary
part of their overall distribution strategy. The term "retailer" is also applied where a service
provider services the needs of a large number of individuals, such as a public utility, like electric
power.

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Shops may be on residential streets, shopping streets with few or no houses or in a shopping
mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or
full roof to protect customers from precipitation. Online retailing, a type of electronic
commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-
shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain


necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and browsing
and does not always result in a purchase.

Types of Retail Stores


 A marketplace is a location where goods and services are exchanged. The
traditional market square is a city square where traders set up stalls and buyers browse
the merchandise. This kind of market is very old, and countless such markets are still in
operation around the whole world.

 In some parts of the world, the retail business is still dominated by small family-run
stores, but this market is increasingly being taken over by large retail chains.

 Retail is usually classified by type of products as follows:

 Food products
 Soft goods - clothing, apparel, and other fabrics.
 Hard goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, etc.

 There are the following types of retailers by marketing strategy:

 Supermarkets - sell mostly food products;


 Department stores - very large stores offering a huge assortment of "soft" and "hard goods";
 Discount stores - tend to offer a wide array of products and services, but they compete mainly on
price;
 General merchandise store - a hybrid between a department store and discount store;
 Warehouse store - low-cost, often high-quantity goods piled on pallets or steel
shelves; warehouse clubs charge a membership fee;
 Variety store or "dollar store" - extremely low-cost goods, with limited selection;
 Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on
wealthy individuals).

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 Some stores take a no frills approach, while others are "mid-range" or "high end",
depending on what income level they target.

Other types of retail store include:

 General store - a store which sells most goods needed, typically in a rural area;
 Convenience store - a small store often with extended hours, stocking everyday or roadside items;
 Big-box stores encompass larger department, discount, general merchandise, and warehouse
stores.
 Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery
stores. The stores accept credit cards and are usually open 24/7. Examples
includeZoomShops and Redbox

Second hand retailing:

Some shops sell second-hand goods. In the case of a nonprofit shop, the public donates
goods to the shop to be sold. In give-away shops goods can be taken for free.
Another form is the pawnshop, in which goods are sold that were used as collateral for
loans.
There are also "consignment" shops, which are where a person can place an item in a store
and if it sells, the person gives the shop owner a percentage of the sale price. The advantage
of selling an item this way is that the established shop gives the item exposure to more
potential buyers.

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Retail Pricing:
The pricing technique used by most retailers is cost-plus pricing. This involves
adding amarkup amount (or percentage) to the retailer's cost. Another common technique
issuggested retail pricing. This simply involves charging the amount suggested by the
manufacturer and usually printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices. Often


prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly
displayed, there can be price discrimination, where the sale price is dependent upon who the
customer is. For example, a customer may have to pay more if the seller determines that he or
she is willing and/or able to. Another example would be the practice of discounting for youths,
students, or senior citizens.

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Sales Techniques:
Behind the scenes at retail, there is another factor at work. Corporations and independent store
owners alike are always trying to get the edge on their competitors. One way to do this is to hire
a merchandising solutions company to design custom store displays that will attract more
customers in a certain demographic. The nation's largest retailers spend millions every year on
in-store marketing programs that correspond to seasonal and promotional changes. As products
change, so will a retail landscape. Retailers can also use facing techniques to create the look of a
perfectly stocked store, even when it is not.

A destination store is one that customers will initiate a trip specifically to visit, sometimes over a
large area. These stores are often used to "anchor" a shopping mall or plaza, generating foot
traffic, which is capitalized upon by smaller retailers.

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Customer Service:

According to the book "Discovery-Based Retail"[3] customer service is the "sum of acts and
elements that allow consumers to receive what they need or desire from your retail
establishment." It is important to greet the customer and make yourself available to help them
find whatever they need. When a customer enters the store it's important that the sales associate
does everything in their power to make the customer feel welcomed, important, and make sure
they leave the store satisfied. By giving the customer your full undivided attention and helping
they find what they are looking for will result in a satisfied customer

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SCOPE OF THE STUDY:
Analyze the present market situation in Retail Industry. In this industry all the companies are not
getting success. It’s purely depends upon the Advertisement. How these company’s attracting the
new customers. For that what are the strategies they are following? From those strategies they
are getting success or not.

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OBJECTIVE OF THE STUDY:
 Research on present market situation in Retail Industry.
 Study Four Retail stores :
 Study on SPENCER.
 Study on MORE.
 Study on BIG BAZAAR.
 Study on RELIANCE FRESH.
 Analyze the performance of these retail stores.

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INTRODUCTION OF BIGBAZAR:
Bigbazar founded in2001.

Headquaters - Jogeshwari, Mumbai, India.

The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore
Biyani.

Big Bazar, a part of the Pantaloon Group. Big bazar is also know as futurebazaar.

Big Bazaar is a chain of shopping malls in India currently with 150 outlets, owned by the
Pantaloon Group Big Bazar , is the chain of retail stores of the big banner Pantaloon Retail
(India) Ltd. Big Bazar with over 150 outlets in different parts of India, is present in both the
metro cities as well as in the small towns.

In 2001, the group opened its first store on the VIP Road, Calcutta, which was the primary
departmental store offering regulated services of parking, steel vessels, apparel, electronics etc
under the one roof at the competitive prices. The Big Bazaar has several stores located all over
the India, among that Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and
Delhi is those metro cities where the stores of Big Bazaars are located Bigbazar targets higher
middle and lower class customers.

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Vision:

Everything, Everywhere, Every time for every Indian customer in the most profitable manner.

Mission
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.

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History
The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore
Biyani. The group do not promises more than what it delivers. Their basic attraction associated
with reasonable prices is their Unique Selling Price.
Though, the products Big Bazaar stores stocks might not be advanced, but the customers are
assured to avail the worth of the money spent by them. In 2001, the group opened its first store
on the VIP Road, Calcutta, which was the primary departmental store offering regulated services
of parking, steel vessels, apparel, electronics etc under the one roof at the competitive prices. Big
Bazaar has become a massive hit with lower middle-class and middle class people as a major
client base.
At present, the Future Group comprises various formats and brands like Pantaloons, F123,
Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown
and Central. The Big Bazaar has several stores located all over the India, among that Chennai,
Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities
where the stores of Big Bazaars are located.

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Importance
Shopping in the Big Bazar is a great experience as one can find almost everything under the
same roof. It has different features which caters all the needs of the shoppers. Some of the
significant features of Big Bazar are: The Food Bazar or the grocery store with the department
selling fruits and vegetables There is a zone specially meant for the amusement of the kids.
Furniture Bazar or a large section dealing with furnitures. Electronics Bazar or the section
concerned with electronic goods and cellular phones. [FutureBazaar.com] or the online shopping
portal which makes shopping easier as one can shop many products of Big Bazar at the same
price from home Well regulated customer care telecalling services.

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Facilities offered

 Online shopping:
 Big Bazaar has an official website, FutureBazaar.com, which is one of the most favorite
sites among people of India for online shopping.
 FutureBazaar is an online business venture of Future Group, which sells an assortment of
products such as fashion, which includes merchandise for men and women, mobile
accessories, mobile handsets and electronics like home theatres, video cameras, digital
camera, LCD TVs, kitchen appliances and many more.
 Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and
special discounts were offered on Wednesday every week, to attract the potential buyers
into their store.
 Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article
Surveillance system, which detects the products that has attached tags or not.

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Overview:

Big Bazar, a part of the Pantaloon Group, is a hypermarket offering a huge array of goods of
good quality for all at affordable prices.
Big Bazar with over 50 outlets in different parts of India, is present in both the metro cities as
well as in the small towns. Big Bazar has no doubt made a big name in the retail industry of
india, moreover shopping here is further made a memorable experience with the varied rates of
discounts on products as well as discount vouchers available in a variety of amounts, like INR
2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazar products and accessories.
The variety of product range in Big Bazar: This large format store comprise of almost everything
required by people from different income groups. It varies from clothing and accessories for all
genders like men, women and children, playthings, stationary and toys, footwear, plastics, home
utility products,cosmetics, crockery,home textiles, luggage gift items, other novelties, and also
food products and grocery. The added advantage for the customers shopping in Big Bazar is that
there are all time discounts and promotional offers going on in the Big Bazar on its salable
products.

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RELIANCE FRESH:
Reliance Industries Limited (RIL) is India's largest private sector company of all major
financial parameters with turnover of Rs.89,124 crores (US$ 19.9 billion), cash profit of
Rs.13,174 crore (US$ 2.9 billion), net profit of Rs.9,069 crore (US$ 2 billion), net worth of
Rs.49,804 crore (US$ 11.1 billion) and total asset of Rs.93,095 crore (US$ 20.8 billion). RIL is
the first and only private sector company from India to feature in the 2005 Fortune Global 500
list of World’s Largest Corporations? and ranks amongst the world’s Top 200 companies in
terms of profits. The Group’s activities encompasses Business like Exploration and production
(E&P) of Oil and Gas, Refining and Marketing, Petrochemicals (Polyester, Polymers, and
Intermediates), Textiles, Financial services and Insurance initiatives, and 15 Manufacturing
locations in the Country incl. IPCL. The Group exports its products to more than 100 countries
the world over. To be located at Mumbai, the Group is looking for: Head Category Procurement:
They will have respective engineering qualification and lead a team responsible for respective
categories of equipment / items including compressors, motors, etc. They will be responsible to
contribute towards the IMM strategy, understand the reliability practices, strategic vendor
development and demonstrated negotiations and contracting skills. Procurement Executive:
Mechanical / Chemical / Electrical / Instrumentation Engineers ay all level to handle ongoing
procurement and vendor development activities. Compensation wills benefit the stakes involved
for Reliance volumes and therefore shall not be a limiting factor for selection of the right
candidate. Requirement is urgent / immediate. Those willing to join immediately will be
preferred. The company follows the Cost to the company (CTC) concept but shall facilitate
housing and schooling facilities at all locations. Besides professional qualification, the applicants
must have 10-15 years of experience at responsible levels in the respective fields. Preferred age
group is 35-45 yrs.

Reliance Industries chairman Mukesh Ambani’s deal-making spree to get the best domain
expertise in the retail sector is poised for the big one now.  Reliance Retail (RRL), is locked in
‘substantial’ discussions to float an equal joint venture with iconic UK fashion retailer Marks &

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Spencer (M&S) for apparel, gourmet food and cafes, multiple sources said.

The deal, slated to be clinched in the next three weeks, would see the UK retailer bringing in new
formats like food and cafes into India. M&S’ core business — apparel and lingerie — is already
operational in the country. According to a source close to the deal, the gourmet food format is
likely to be integrated with Reliance Fresh “wherever possible,” (upmarket localities) as a shop-
in-shop format. This would help M&S get immediate scale in food business. There are 491
Reliance Fresh stores that sell food, FMCG and fruits and vegetables and this figure is likely to
touch 1,400 by the end of next fiscal.

   “The implications of this particular JV are much deeper. It’s much more holistic in nature and
therefore taking long to seal,” the source added. The $16-billion M&S, operating in the country
through a franchisee arrangement with Planet Retail since 2001, is in the midst of charting a new
India strategy aimed at accelerating expansion in the domestic market. It recently slashed prices
by 20% to attract more footfalls in the stores and taking prime space in malls to open more
stores.
In a bid to rapidly build up scale, Reliance Retail now plans to take the franchisee route. Faced
with skyrocketing real estate costs and delays in retail space acquisition, the company has now
decided to co-opt existing small retailers in its expansion plan in all formats other than Reliance
Fresh and Reliance Hypermarket. “We will have franchisees in every format, except
hypermarket and Reliance Fresh,” Reliance Retail Lifestyle CEO Bijou Kurien told , adding that
franchisees would comprise a significant portion of the total number of stores Reliance Retail
plans to have. The franchisee stores could be close to half the total numbers. Reliance Retail
today operates in several verticals, including hypermarket, food and grocery, apparel, footwear,
health and wellness, jewellery and electronics. “We would capitalise on the traditional retailers’
capabilities,” Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer
goods and dairy products. The stores are already selling over 1,000 tonnes of fresh produce daily
and also 250 categories of commodities. The company is approaching farmers directly for the
procurement of produce, seeking to reduce the 40% wastage that occurs through the traditional
supply chain.

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores at
Hyderabad on 3 November 2006. Reliance plans to invest 25000 crores in the next 4 years in
their retail division and plans to begin retail stores in 784 cities across India.

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Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores at
Hyderabad on 3 November 2006. Reliance plans to invest 25000 crores in the next 4 years in
their retail division and plans to begin retail stores in 784 cities across India.

Reliance Fresh recently (24th Jan, 2007) opened 12 "Fresh" outlets in Chennai increasing its
total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in
the southern states.

 The company is planning on opening up 6 stores in Bangalore by the middle of February (2006)
and an additional 7 stores by the end of February. The store’s size would vary from 1,500 sq ft to
3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy
products. Each store is said to be within a radius of 1-2 km of each other, in relation to the
concept of a neighbour store. However, this is only the entry roll-out that the company has
planned. Bangalore is said to have 40 stores in all by the end of the year.
Dilsukhnagar, Bowenpally, Vengalraonagar, Miyapur and Uppal, taking the total to 17 in the
city. According to company sources, "It is an ongoing process and only six more stores have
been opened. But when we reach a substantial figure, we will definitely come out in a big way."

The sources said that the 17 stores put together have been averaging around Rs 15-16 lakh daily
and around 800-1,200 footfalls daily

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History
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling
in UP, West Bengal and Orissa, it was mentioned recently in news dailies that, Reliance Retail is
moving out of stocking fruits and vegetables. Reliance Retail has decided to minimise its
exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super
market focusing on categories like food, FMCG, home, consumer durables, IT and wellness ,
with food accounting for the bulk of the business.

The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not
exiting the fruit and vegetable business altogether, it has decided not to compete with local
vendors partly due to political reasons, and partly due to its inability to create a robust supply
chain. This is quite different from what the firm had originally planned.

When the first Reliance Fresh store opened in Hyderabad last October, not only did the company
said the store’s main focus would be fresh produce like fruits and vegetables at a much lower
price, but also spoke at length about its “farm-to-fork’’ theory. The idea the company spoke about
was to source from farmers and sell directly to the consumer removing middlemen out of the
way.

Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance
Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that
Reliance has rolled out.

In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of
Apple Specialty Stores branded as iStore, starting with Bangalore.

We at Reliance have aimed to create one of the world's most performance driven, process
efficient and people-friendly learning organizations, where the best and the brightest would work
together to create a responsive, respectful and delightful work environment. Our teams work
together across functional boundaries. New horizons beckon, and our constant and rapid

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expansion means that we're always embarking on new ventures and adventures. Here is an
opportunity for you to be a part of this phenomenal growth! Reliance is offering exceptional
opportunities for exceptional people. We believe in the continuous development of our people
and ensure that everyone is equipped with the skills needed in one's role. However, these roles
aren't just limited to retail; we need people with skills in areas from HR to Finance, to IT,
Marketing and Logistics to Site & Strategic Research. We invite quality people - with aspiration
and capability to touch the lives of millions of Indians - to join our team. Welcome to Reliance -
a world with limitless opportunities for those who believe in themselves.

The company's retail team is already 2,000 people strong. Over the next few years, the group has
committed to spending Rs 25,000 crore (Rs 250 billion) on its retail rollout , which is expected to
create at least 1 million jobs both directly and indirectly. And this is just retail. Refining, the
company's other major initiative, is also likely to spawn a number of openings, predominantly
for engineers and management staff. The refinery at Jamnagar, which is expected to be ready by
2008, is all set to take on 100,000 people on board. And this does not include the additional jobs
that would come up in terms of construction workers hired to build the new settlements around
the refinery for the staff. Clearly, the 'think big' maxim did not end with Dhirubhai Amban

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organisation that
caters to millions of customers, thousands of farmers and vendors. Based on its core growth
strategy of backward integration, RRL has made rapid progress towards building an entire value
chain starting from the farmers to the end consumers.

In the last year, Reliance Retail Limited (RRL) continued to fulfill its commitment of enriching
Indian consumer’s shopping experience and providing quality merchandise at an attractive value
proposition. More than 3 years into operation, RRL has now expanded its presence in more than
85 cities across 14 states in India. RRL forged ahead with its expansion plans and rolled out
stores across the country. RRL’s footprint now spans a network of more than 1,000 stores.
RRL operates several ‘value’ & ‘specialty’ formats. The ‘value’ formats that RRL operates are:
‘Reliance Fresh’, a neighborhood concept, ‘Reliance Mart’, an all under one roof supermarket
concept & ‘Reliance Super’, a mini-mart concept. The ‘value’ formats offer a wide range and
assortment of products required for daily household needs. The ‘specialty’ formats are: ‘Reliance
Digital’, a consumer durables & information technology concept,‘Reliance Trends’, an apparel &
accessories concept, ‘Reliance Wellness’, a health, wellness & beauty concept, ‘iStore by
Reliance Digital’, an exclusive Apple products concept, ‘Reliance Footprint’, a footwear
concept, ‘Reliance Jewels’, a jewellery concept, ‘Reliance TimeOut’, a books, music &
entertainment concept,‘Reliance AutoZone’, an automotive products & services concept and
‘Reliance Living’, a homeware, furniture, modular kitchens, furnishings concept.

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RRL rapidly expanded the stores network it operates through strategic partnerships with world-
class companies such as Marks & Spencer and Pearl Europe. RRL also entered into an exclusive
distribution arrangement with Asics Corporation Japan to market Asics brands of shoes. and
accessories in India. RRL has recently opened its flagship store under its franchise agreement
with Hamleys and plans to expand the store network in the coming year. RRL has also expanded
its presence in business-tobusiness office supplies through its joint venture with Office Depot.
Through ‘Reliance One’, RRL’s loyalty membership program, RRL enjoys the patronage of over
5.5 million customers. In the coming year, RRL will continue on its mission to delight the
customers every visit. RRL will continue to provide unprecedented value to customers across all
its formats and stores.

Reliance fresh is the retail chain division of reliance industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost
every metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in the
next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The reliance fresh supermarket chain is ril’s rs 25,000 crore venture and it plans to add
more stores across different g, and eventually have a pan-India footprint by year 2011. The super
marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products
and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides,
the stores would provide direct employment to 5 lakh young Indians and indirect job
opportunities to a million people, according to the company. The company also has plans to train
students and housewives in customer care and quality sevices for part-time jobs.

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Introduction Of the Company

Date of Establishment 1996

Revenue Rs. 10,913 crores (FY 2008) – RPG Group

Market Cap  Rs. 8,314 crores (2007) – RPG Group

Branches Mumbai, Gurgaon, Ghaziabad, Lucknow,

Calicut, Hyderabad, Vizag, Vijayawada,

Aurangabad Durgapur and Kolkata.

Management Team R.P Goenka – Chairman Emeritus


Harsh Goenka – Chairman
Sanjiv Goenka – Vice Chairman

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Spencer’s :
Spencer's Retail Limited is one of India's largest and fastest growing multi-format retailer with
220 stores, including 30 large format stores across 35 cities in India. Spencer's focuses on
verticals like fresh fruit and vegetables, food and grocery, personal care, garments and fashion
accessories, home and office essentials, electrical and electronics. Established in 1996, Spencer's
has become a popular destination for shoppers in India with hypermarkets and convenient stores
catering to various shopping needs of its large consumer base.

Spencer’s Retail Limited is a multi-format food-first retailer providing a wide range of quality
products to discerning young customers - well-travelled citizens of the world, looking out for
authentic flavors and experiences in a fun-filled shopping environment. Our brand positioning –
Makes Fine Living Affordable – embodies this approach, delighting shoppers with the best
products and services that enable a fine living at reasonable prices while providing them with a
warm, friendly and knowledgeable retail environment.

Part of the Rs 15,500 crore RPG Group, we run about 200 stores (including about 30 large
format stores) across 35 cities in India, employing more than 7,000 people. As one of the earliest
entrants in the retail space in India, we have been instrumental in introducing Indian consumers
to the concept of organized retailing, becoming the country’s first grocery chain back in 1920,
and offering the joys of hypermarket shopping in 2001.

A “food first” retailer we offer both fresh and packaged foods as well as groceries. We also have
a wide selection of electronics and electrical equipment, home and office essentials, garments
and fashion accessories, toys, and personal care.

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Operations:

Spencer's has retail footage of approximately 1 million square feet and over 220 Spencer's stores
in 35 cities. The company operates through the following formats:

The Spencer's Hyper stores are destination stores, of more than 15,000 sq. ft in size. They offer
everything under one roof. The merchandise ranges from fruits & vegetables, processed foods,
groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments and fashion
accessories, consumer electronics & electrical products, home decor and needs, office
stationeries, soft toys. On an average, a Spencer's hyper stocks 70,000 SKUs across 35,000
items.

The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These
stores stock the necessary range and assortment in fruit and vegetables, FMCG food and non-
food, staples and frozen foods and cater to the daily and weekly top-up shopping needs of the
consumer

spencer’s, has signed an exclusive tie-up with the renowned apparel brand Beverly Hills Polo
Club. Beverly Hills Polo Club® evokes casual, relaxed yet affluent and elegant Southern
Californian lifestyle. It presents product categories in-tune with its image viz, T-Shirts, polo’s,
sweat shirt & sweat pants, causal shirt & trousers, denims, winterwear, eyewear and watches for
men and women. Formal shirts & trousers are an added category in the menswear segment. It is
strategically developed by Spencer’s for the Indian market with fine product attributes that
makes fashion, affordable.

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Au Bon Pain 
Spencer’s Retail Limited, has tied up with Au Bon Pain, the Boston-based fast casual dining and
bakery café chain with more than 200 outlets in the USA, South Korea, Taiwan and Thailand. A
joint venture has been formed between Spencer’s Retail Limited and Varin Narula which would
be the Master Franchisee of Au Bon Pain in India. Varin is the Director & Promoter of Au Bon
Pain, Thailand. The outlets will offer the choicest of healthy and nutritious food, bakery products
and beverages in a relaxed and casual environment.

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Beverly Hills Polo Club
Spencer’s, has signed an exclusive tie-up with the renowned apparel brand Beverly Hills Polo
Club. Beverly Hills Polo Club® evokes casual, relaxed yet affluent and elegant Southern
Californian lifestyle. It presents product categories in-tune with its image viz, T-Shirts, polo’s,
sweat shirt & sweat pants, causal shirt & trousers, denims, winterwear, eyewear and watches for
men and women. Formal shirts & trousers are an added category in the menswear segment. It is
strategically developed by Spencer’s for the Indian market with fine product attributes that
makes fashion, affordable.

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 vision:
To build spencer’s as the most professionally managed retail business in the country through:

Excellence in all operating processes

Nurturing and facilitating a learning and growth culture.

Building a unique retail experience for the customers.

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MISSION:

Strives to exceed the aspirations of its customers for a


healthy and fulfilling lifestyle by providing:

•The most innovative consumer goods and delectable taste experience .

•The ultimate shopping experience.

•Unsurpassed customer service .

•Unbeatable value .
•The 'next' place away from home or office to relax and indulge themselves.

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Differentiators

In the Indian milieu, there are only two routes to survival – discounting and differentiation. Most
retailers choose to play the price game. We, however, preferred to focus instead on establishing
ourselves as the preferred shopping destination for discerning young customers looking for a
range of quality products that let them participate in a global lifestyle.

Our brand positioning – Makes Fine Living Affordable – embodies this approach, delighting
shoppers with the best products and services that enable a fine living at reasonable prices while
providing them with a warm, friendly and knowledgeable retail environment.

The following characteristics distinguish the Spencer’s brand and


create memorable 360° shopping experiences for consumers:

 Products – we offer the widest range of food and lifestyle


(fashion, home, entertainment) brands, with a special
expertise in food
 Quality – we lay a huge emphasis on all-round quality: in
products, stores, service standards, and customer
engagement programs and that too since our inception at
1863
 Heritage – we are India’s oldest retailer, with many firsts to
our credit
 Multiple Formats – from daily to weekly and specialty
shopping, we fulfill every need and provide maximum convenience
 Promotions – we seek to offer the right products at the right time at the right price, with
promotions carefully designed to suit the buying cycle and shopping basket of the
consumers
 Brand Imagery – our stores and staff seek to make our customers feel right at home, being
international, contemporary, accessible, empathetic and trusted

48
Innovations:
Throughout its long history (the first ever Spencer’s store opened in 1895), Spencer’s has been a
recognized and respected player in the Indian grocery business, synonymous with quality goods
and services, trusted by India’s exploding population of the upwardly mobile middle class.
Spencer’s has continually helped reshape the retail landscape in India, introducing a host of
innovations to make shopping even more convenient and enjoyable for the consumer. These
include:

Retail Design Initiatives


The Retail Design team helps Spencer’s deliver its brand promise in a way that is sophisticated,
but not snobbish. This results in differentiation without alienation of loyal customers or loss of
the brand equity acquired over the years.
Central to the retail design strategy is a unique brand position - Taste the World, derived from
the consumer’s own transition from a price-conscious purchaser to a global-minded, well-
travelled citizen of the world, looking out for authentic international flavors and experiences.
Spencer’s has consequently evolved from being a preferred grocery retailer to being a passport to
a stimulating world. This is evident in:

 Storefront Design – the store entrance resembles that of an entrance arch, leading in the
shopper to a world that is welcoming and exciting
 Interior Design – to ensure that shoppers enjoy a warm and friendly ambience, an upscale
look and feel, the joy of exploring and the convenience of locating what they want
 Shopfit Design – from chef’s tables to signage aids, the emphasis is on attractive, space-
efficient, and low-maintenance presentation of modern, international goods alongside
local flavors and product experiences
 Innovative Use of Materials, Finishes, and Lighting - from color-corrected lighting
warming up the foods and vegetables area, to carefully selected veneers and textures that
complement the attractive, color palette of bright orange, white, and Swiss coffee, our
store interiors have a fresh, cheerful, and expansive feel

49
 Graphics & Signage - shopping at Spencer’s is a visual treat, enhanced by bright orange
“Heritage boards” that tell the Spencer’s story, curved signage featuring the signature
“Taste the World” tagline, and category-specific color arches suspended over zones and
departments to provide visual relief and act as navigational aids

Originally rolled out at the Spencer’s hypermarket at South City Mall, Kolkata, the new
retail design program is being implemented at all stores.

Visual Merchandising Initiatives


The Visual Merchandising program uses a mix of theatre and edutainment to depict Spencer’s as
a “Food First” retailer with a “Taste the World” mindset. This is evident in:

 Feature Displays - Hotspots and focal points around the store carry thematic product
displays to welcome shoppers and give them the opportunity to pause and absorb the
ambience that constitutes a “Taste the World” experience, before continuing their journey
of exploration.
 Presentation of Merchandise - Category-specific color coding (fresh green for food,
sophisticated violet for fashion, blue for electronics and multimedia, and red for furniture
and home goods) make for easy navigation, while visual metaphors of “farm-fresh” and
“Taste the World” drive home our brand promise. An Eiffel Tower and Big Ben here, a
Chinese pagoda and Thai hut there - frame highly stylized displays at focal points.
Fiberglass models of aquatic food, breads, and cheese denote the fish counter and
delicatessen

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Product Initiatives
All supermarkets and hypermarkets sell the same things, right? Wrong. While we do stock
popular ranges, we go to a great deal of effort to ensure you a unique range of products

 Gourmet Centre - Run by an expert Food Scientist cum Cordon Bleu Chef, our food
innovation wing researches world cuisines and develops recipes for a wide range of
popular and trendsetting dishes. These form the basis for developing our own range of
products, which include delicious cookies and sauces, pickles and jams. Ingredients for
these dishes are also retailed through our stores, for those who’d like to prepare the dishes
at home.
 Spencer's Patisserie - The Fresh Baked Daily -Spencer’s Patisserie is Spencer’s LIVE
Bakery offering simple, specialty and exotic range of freshly made bakery and
confectionery items. The recipes are authentic, gathered from the best ones from all
across the world, including Indian favorites. The products are an ideal mix of simple,
specialty and exotic varieties from all across the world, including Indian favorites. Be it
Focaccia-the Italian flat bread, Baguette-the French classic, Spicy Salsa Picante Bread-
the Mexican twist, Masala Bread-pure Indian, White Bread-the simple one, Multigrain &
Whole Wheat Bread-for the health conscious are some of the breads. Hot Puffs, the dry
fruit cakes, Exotic cookies , mouth-watering cakes and pastries like Blueberry Cheese
Cake, Trio of Chocolate ,Black Forest cater to all.
 Gourmet store - Kolkata’s first Gourmet store is spread over an area of 1500 sq. ft. It is
has more than 4000 products to choose from and offers the finest ingredients of gourmet
cuisine and recipes to guide in the making of lip smacking delicacies from across the
world.
The store offers a wide range and assortment of gourmet breads, biscuits, 500 different
types of beverages, chocolates, 100 variants chilled & frozen food items, 200 variants of
300 types of cheese, cold-cuts, 60 variants in vegetarian and non-vegetarian convenience
foods, exotic and organic fresh fruits and vegetables, 300 types of pastas and noodles,
oils and vinegars. The products serve as ingredients to cuisines of Thailand, China,
Indonesia, America, Chile, Argentina, Italy, France, Spain, Sri Lanka and UK to name a
few.
If you want to taste the world then a visit to Gourmet Centre at Spencer’s, South city

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hyper is a must

 Wine & Spirits - Wine ignoramuses or aficionados … we cater to both, with a wide range
of wines expertly selected from as many as 181 countries. Spencer’s was, in fact, the first
Indian retailer to offer a selection of Wine & Spirits in its stores, and the first to present
an in-store wine and cheese tasting experience to shoppers.
 Meat, Chicken, Fish - our counters for fresh non-vegetarian items truly represent the
finest fresh cuts a shopper can get. Seafood lovers, be sure to take your pick from the live
fish-tanks on display.

 Edutainment Booklets – Want to serve wine but not sure how? Want a recipe for
preparing cheese fondue? Curious to know why organic food is supposed to be better for
you? Pick up a booklet and find out.

Store Event Initiatives


In-store event initiatives ensure that a visit to Spencer’s is always a memorable experience.

 Live Kitchen - Live Counters with Master Chefs preparing gourmet delights are always
popular at buffets … we brought the concept to our stores in the form of the Spencer’s
Chef Corner, a first-of-its-kind in-store experience that involves customers even as it
showcases the ingredients displayed in our Specialty Bays. From Salads to Sushi, from
Pastas to Satays and from Cheese Fondue to Cool mocktails, Spencer’s Chef Corner
gives customers an opportunity to learn more about their favourite world cuisines.
 Modern Menu – Footsore and still not done with your shopping? Stop by at our food
court and treat yourself to a shake, swirl or savoury.

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Why Spencer's

Spencer’s Retail, one of India’s largest multi-format retail chain, delights an astonishing 4
million customers a month by delivering on its brand promise – Makes Fine Living Affordable.
Since inception Spencer’s has been a consumer-centric brand, constantly innovating, pioneering
formats, evolving over time but always keeping consumer needs and satisfaction center-stage.
Back in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket
chain, and in 2001, we introduced India to the joys of hypermarket shopping. Today, our
network of 200+ stores covers a retail trading area of 1 million square feet. None of this would
have been possible without our people. And we apply the same parameters of high quality and a
360° experience to your career too. We invite you to explore a wide range of opportunities with
Spencer’s Retail

53
History:
Since 1863, Spencer’s has been a part of the Indian retail landscape. At one time, the Spencer’s
Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning the length and
width of undivided India. Originally owned by a British gentleman – yes, there was a Mr.
Spencer (John William Spencer, to be precise) – it acquired Indian ownership in the 1960s, and
became part of the RPG Group in 1989.

In 1995, RPG Enterprises, the flagship company of the RPG Group, launched Foodworld as a
joint venture with Hong-Kong based Dairy Farm International. The joint venture, which operated
supermarkets under thename “Foodworld” and hypermarkets under the name “Giant”, was
terminated in 2006. RPG retained 48 of the 93 stores it owned. These were re-furbished and their
launch under the brand name, Spencer’s, kicked off a new phase in both the history of the
Spencer’s brand, and the retailin India.

Since inception Spencer’s has been a consumer-centric brand, constantly innovating, pioneering
formats, evolving over time but always keeping consumer needs and satisfaction center-stage.
Back in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket
chain, and in 2001, we introduced India to the joys of hypermarket shopping.

What has remained unchanged almost 150 years is the trust the Spencer’s brand evokes. To the
consumer, it carries the promise of innovation, quality, and service; the confidence that they will
always be able to find a Spencer’s at a convenient location; that it will have a pleasant ambience;
and that it will offer a wide range of products at affordable prices. All our private brand products
are conveniently priced and come with a promise of great quality.  All these brands and products
are available in all stores

54
Milestones
1863  John William Spencer and Charles Durrant open the first ever Spencer store in
Chennai

1920  Spencer’s becomes the first grocery store in India

1980  Spencer’s becomes the first supermarket chain under Food World in India

1989  RPG Enterprises buys a majority stake in Spencer’s

1995  Spencer’s enters into a Technology Assistance Agreement with Dairy Farm
International Holdings Ltd., Hong Kong, to set up the Foodworld chain of
supermarkets in India

1996  First Foodworld store inaugurated in R A Puram, Chennai, by M. S. Subbulakshmi,


renowned Karnatic musician

2001  First hypermarket inaugurated in Musheerabad, Hyderabad, by Krishna Yadav,


Labor Minister of Andhra Pradesh
 100th Foodworld store inaugurated in Pondicherry.

2006  Joint venture with Dairy Farm International Holdings terminated


 First new store under the Spencer’s brand name inaugurated in West Mambalam,
Chennai

2008  75,000 sq ft flagship store inaugurated at South City Mall, Kolkata


 First standalone store inaugurated at Vadodara
 Exclusive tie-up with £ 3 billion Woolworths plc, UK, for retailing their
internationally acclaimed toy brand, Chad Valley, and their Ladybird brand of
kidswear; the latter is Woolworths first international tie-up in the children’s apparel
segment.

55
 Tie-up with Au Bon Pain, the Boston-based fast casual dining and bakery caf é
chain having more than 200 outlets in America, South Korea, Taiwan and Thailand
 Alliance with Beverly Hills Polo Club – its first international tie-up in fashion

2009  Launch of the first exclusive brand outlet of Beverley Hills Polo Club in Delhi
 Launch of the first hyper store (35000 sq. ft) of Bangalore in Sarjapur
 Launch of the first café and bakery outlet under the Au Bon Pain brand in

Bangalore.
2010  Foray into Punjab with the launch of three Beverley Hills Polo club outlets in
Amritsar and Jalandhar
 Announcement of a change in brand positioning from “Taste-the-World” to
“Makes Fine Living Affordable”
 Announcement of the exclsuive tie-up with Marc Ecko Enterprises of USA for
Ecko Ultd and Ecko Red apparel brands. The first store launched in upmarket DLF
Promenade Mall in Vasant Kunj, New Delhi
 Announcement of exclusive tie-up with Ladybird brand of kidswear from the house
of UK-based Shopdirect Group. The first store was launched in MGF Metropolitan,
Gurgaon

56
MORE INTRODUCTION:

Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, today unveiled the brand name
under which the Group's retail business will operate —"more."

Addressing the media in Mumbai, Mr. Birla said, "We believe that the Indian consumer today is
underserved. Even though we have many shopping outlets in India, many of them do not offer
the kind of shopping experiences that people in most other parts of the world are used to, and
even take for granted. As a result, spends by Indian consumers on their day-to-day needs and
special shopping occasions are much less than they ought to be."

"Part of the reason for the underdevelopment of the Indian shopping environment is the lack of
suitable infrastructure — whether it be the lack of economically viable real estate, a developed
supply chain, the availability of trained manpower or backward linkages with suppliers. Our
mission is to change the way people shop. We will give the Indian consumers a fundamentally
better shopping experience. We will offer them more. than what they expect. Hence the brand —
more.", averred Mr. Birla.

"We intend to be among the leading players in India," stated Mr. Birla. Elaborating on Aditya
Birla Retail's strategy, he said that they would provide multi-shopping formats, a series of
conveniently located neighbourhood supermarkets that would stock the daily and weekly
household shopping needs and destination hypermarkets that cater to monthly and event-based
shopping needs. The Group envisions having a national presence with both these formats in the
not-so-distant future.

Mr. Birla announced that the first supermarkets under the more. brand name would open shortly
in Pune and then quickly expand to other major cities in India.

Aditya Birla Retail intends to differentiate itself by providing very competitive prices and the
right selection of products in a friendly and exciting environment. Over time, they will be
developing their own products.

To ensure the freshest supply of fruits and vegetables to customers, the company is building
linkages directly with the farmers. They are also in the process of architecting a supply chain to
connect households more directly to farmers and towards this invest appropriately in backend
infrastructure.

In January this year, the Group had acquired Trinethra Super Retail which has given them more
than half a million square feet of selling area and a strong presence in the supermarket business
in the four southern states of Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the

57
No.1 retailer. Plans to increase its penetration in the south and initiate a pan-India roll-out are on
the anvil. Across all of Aditya Birla Retail's formats, the brand name will be common, i.e. more.

The company does not intend having a joint venture partner given that the Aditya Birla Group
has the necessary competencies inhouse. The investment in retail will not be out of any of the
listed companies in the Aditya Birla Group, informed Mr. Birla.

Mr. Sumant Sinha, the CEO of the retail business said, "more. is an aspirational brand for an
aspirational country. We have a bright and committed, enthusiastic team that represents the best
experience from India and globally. Already on board are Mr. Andrew Denby to head the
supermarkets, and Mr. Russell Berman, for the hypermarkets. We are all very excited about our
business".

58
Vision:

To be a premium global conglomerate with a clear focus on each business.

Mission:

To deliver superior value to our customers, shareholders, employees and society at large.

Values:

Integrity
Commitment
Passion
Seamlessness
Speed

59
LIFE AT MORE:

At more. we have a highly energized, multicultural environment where we celebrate work life.
Being part of a green field start up is motivation enough to keep the exploration exciting at every
stage. In order to keep the excitement alive, it is in our advantage to make our workplace a happy
place for our employees.

We believe that highly engaged employees often find their motivation from working in a
pleasant office environment - the more they can relieve stress, the harder and more efficiently
they'll work. Within our own organization, we also include educational and training programs to
provide employees with the awareness, skills, knowledge and ability to embrace differences. At
more. we always look forward to another day at office.

Communication plays an integral role in building our organisation's culture, making us an


'Employer of Choice' in the industry that we are in. Our focus is on using and creating 'World
Class Communication Tools' to create a bouquet of cultural assembly, with open and transparent
communication. A culture that encourages active employee participation values its resources and
listens & responds to its employees, is the key differentiator of successful organizations.

We have adopted the concept of 4 'I' s' of communication i.e., Informative, Interactive,
Interesting and ActIonable. We leave no effort behind in ensuring that we have a transparent
culture where every individual is heard, information is shared and even 'quick wins' big or small
is communicated, and celebrated more. for you

At more., our core values of Integrity, Commitment, Passion, Seamlessness, and Speed are a
way of life that is demonstrated at every junction either internal or external. Through the last one
year we have achieved several milestones that we are indeed proud of. We are also making
visible progress towards achieving our long term goal of being amongst the Top 2 Retailers in
the country. All of this has been possible only because of one single most valued asset - our
Human Capital.

Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more. a name
reflective of its commitment to offering consumers a more fulfilling retail experience. The re-
branding follows the acquisition of the Trinethra Super Retail that includes the retail brands
Fabmall, Trinethra and FabCity by Aditya Birla Retail in January 2007. As a result of the
integration process, 68 Fabmall stores in Karnataka will be re-branded under the umbrella of
more., the retail brand from the Aditya Birla Group.

60
With the underlying objective to enhance the shopping experience for consumers, the new stores
will continue to be built around the proposition of quality, affordability and convenience with
new in-store merchandise and a whole new retail experience. The more. stores will offer a wide
range of product categories including fruits and vegetables, staples, personal care, home care,
household general merchandise and dairy products.

Speaking on the occasion, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "The retail
market in India is reaching a point of saturation. With the Endeavour to improve the shopping
experience for our consumers, we promise more satisfaction for every consumer at our store. We
are happy to unveil our new retail brand and will continue to offer more value to customers. This
is an exciting period for the Indian grocery retail industry and we are delighted to participate in
the growth of the market."

The acquisition of Trinethra Super Retail has provided Aditya Birla Retail with a strong retail
footprint in South India extending to 275 stores and over more than half a million square feet in
Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the leading food and grocery
retailer. Currently Aditya Birla Retail has 60 stores in Bangalore, eight stores in Mysore and 10
stores in Mangalore. All Fabmall stores will be re-branded to more. by January end.

Mr. Sinha added that Aditya Birla Retail's vision is to be among the leading retail players in
India. With the launch of more. neighbourhood supermarkets, destination hypermarkets which
will address monthly and event-based shopping needs will soon follow. The Group already has
stores in other parts of India and envisions having a pan India presence covering tier 1 and tier 2
markets in the not-so-distant future.

The more. stores have been developed after in-depth research to understand the needs and
expectations of the Indian consumers. more. is the answer to the shopping needs of the Indian
housewife who wants a modern and convenient retail destination in her neighborhood, with an
attractive and a consistent range of products. more. assures consumers the best quality products
at the best market price. more. also has its own label across value, premium and select ranges.
The products follow stringent quality norms and are available in attractive packaging. To ensure
the freshest supply of fruits and vegetables to consumers, Aditya Birla Retail is building direct
linkages with farmers. It is also investing in back-end infrastructure to develop a robust supply
chain connecting households more directly with farmers.

The more. chain of supermarkets is spread over convenient locations and with layouts that allow
ease of navigation. The project display is well-orgranised and facilitates ease of choice. The
stores have been designed by Fitch, the leading international retail
design firm. Demographic movements in India over the last two
decades have made organised retail a necessity. The rapid growth of this industry is confirmation

61
that the idea of orgranised retailing has taken root in India. The industry is today valued at
around US$ 320 billion. Within the organised retail sector, food and groceries account for around
14 per cent of the total market with potential to garner an even bigger share of the market.

About Aditya Birla Retail Ltd.


Aditya Birla Retail Ltd is the retail arm of the Aditya Birla Group, a US$ 24 billion corporation
with a market capital of US$ 31.5 billion and in the league of Fortune 500 companies. In May
2007, Aditya Birla Retail Ltd launched its first store, more. in Pune and currently has 100 stores
across the country. With the acquisition of Trinethra Super Retail, the company will increase its
retail foothold to 300 plus stores with re-branding of Trinethra and Fabmall stores in South India.

Aditya Birla Retail gives you more.

Aditya Birla Retail Limited launched their first supermarket in Pune. The store, a part of the
chain aptly named more.
Promises to change the everyday shopping experience for consumers.
Currently open at Viman Nagar, more.
Offers a wide range of product categories including fruits and vegetables, staples, personal care,
home care, household general merchandise, poultry, dairy products, a pharmacy and a well-
stocked bakery.
Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "Our
belief is that we can significantly improve the shopping experience for the entire Indian family
from the husband to kids and parents and in-laws, and more particularly make it much easier for
the housewife. We are happy to launch our first set of stores in Pune and are hopeful that
consumers will embrace us as a part of their everyday lives."
Mr. Sinha added that Aditya Birla Retail intends to be among the leading players in India. In
Pune, the Group has begun with a series of conveniently located neighborhood supermarkets.
Over a period of time, they intend setting up destination hyper markets. These would cater to
monthly and event based shopping needs. Apart from Pune, the Group envisions having a
national presence in the not-so-distant future.
The more. chain of supermarkets, are bright and clean stores, at convenient locations with
layouts that allow ease of navigation. The product display is well organized and facilitates ease
of choice. The stores have been designed by Fitch, the leading international retail design firm.
The stores promise a range of benefits to consumers and are a solution to the many problems
faced by housewives while shopping for their daily needs. The retail offering from the Aditya
Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian
consumers. more. Is the answer to the shopping needs of the Indian housewife who wants a
modern and convenient option in her neighbourhood, with an attractive and consistent range of
products. more. Assures consumers the security of knowing that they are paying the best price in
the market for good quality products.
more. also has a range of products from its own stable available across value, premium and
select ranges. The products have been quality-checked and are available in attractive packaging

62
at competitive prices. To avail additional benefits, at no extra charge, customers can also enroll
for the membership program Club more. Avers Mr. Sinha, "more. is an aspiration brand for an
aspiration country. We have a bright and committed, enthusiastic team that represents the best
experience from India and globally.

Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for
the hypermarkets. We are all very excited about our business. "more. will soon be launched
across Pune in other locations as well .more. indeed promises a world-class experience to
consumers, in their very own neighbourhood.

Diversity at MORE
Acknowledging, understanding, accepting, valuing & celebrating differences among people with
respect to age, class, ethnicity, gender, physical and mental ability, race and sexual orientation
are the diverse factors which are valued and respected at more. Our values being the bedrock and
diversity being the primary driver; Aditya Birla Retail Ltd's vision to be a premium global
conglomerate with a clear focus on each business is a REALITY. It is also vital that leaders to
recognize their own cultural biases and prejudices. Diversity is not about differences among
groups, but rather about differences among individuals. Each individual is unique and does not
represent or speak for a particular group, hence the Diversity Committee at Aditya Birla Retail
Ltd. was formed to achieve these prominent goals.

Diversity committee
The Diversity Committee is comprised of members of senior management who will initiate,
implement & review all workplace diversity initiatives.

Key purpose of the diversity committee


To institutionalize a "culture of inclusion" where embracing varied perspectives is an integral
part of our business tactics, from daily decision making to strategic planning & career
development.

The aims of the diversity strategy are to:

 Respect and value differences with respect to gender, race, age, nationality, religion,
sexual orientation & ability
 Ensure dignity at work for all our employees
 Make full use of the talents of all the workforce
 Prevent acts of discrimination, segregation, unfair treatment, and other negative or
demeaning behaviours
 Be open and positive in our communications

Going a step ahead, we believe that in addition to hiring the best talent, the diversity of
perspectives, ideas and cultures lead to the creation of a better work place, and ultimately
achieve success. Employees' strength from different cultural, linguistic and national backgrounds
provides valuable knowledge for understanding complex international markets.
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At Aditya Birla Retail Ltd., we have embraced 'diversity' in all that we do and define it as
"Thinking & Working together beyond functional silos, hierarchies, businesses & geographies.
Celebrating differences to garner synergy benefits, whilst encouraging a "WE" feeling". By
giving all our employees as well as potential employees a culture of diversity & inclusion, we
intend to have an unparalleled Employee Value Proposition that would be difficult to beat.
Diversity enriches our performance, the communities in which we live and work, and the lives of
our employees.

RESEARCH METHODOLOGY:
It is a systematic investigation of study for any kind of study of social science, research
methodology adopted to make the study more accurate and scientific, various methods and
techniques have been adopted.

METHODS OF DATA COLLECTION


To collect the information regarding profile of the organization researcher have adopted
historical method and phase wise development of the organization and as well as the resource
till date. Survey method has been adopted in order to find out the fruitful activities of training
and development programmes, case study method was adopted to analyze the level of
development among customers.

SOURCES OF DATA COLLECTION:


Data were collected from both primary and secondary sources:
1) Primary sources:

The primary sources were management of Scaling up, the employees of this organization
providing a questionnaire and collect the samples from the customers of different Retail
stores.

2) Secondary sources:

The secondary sources of data were collected from the management. The management of
Scaling up which has a separate Market department have provide the relevant data like about

64
the industry, about the company details and analysis of the project. These data were collected
from the reports and official publication of the Management journals.

LIMITATION:
Every research work suffers from several limitations. So also the respective study has
no exception to it. The researcher during his study suffered from has following
limitations.

Firstly, short span of time was not sufficient to conduct the study on the topic
“Market Research on Retail Stores” which is a vast area. Secondly as the fieldwork is
restricted to one city only. It would create a problem on the part of researcher to bring
a broader generalization on the study. The retail stores that have been provided to the
employees, apart from collecting data from the HRD Centre of Scaling up, data were
collected from the Customers of various retail stores by interaction.

65
DATA ANALYSIS:

1)How often u visit the store?

a)daily

b)weekly

c)fortnightly

d)monthly

66
80

70

60

50

40 Weekly
Column1

30

20

10

0
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2) What price range you prefer


a)100-200

b)200-500

c)above 500

67
60

50

40

30 100-200
Column1

20

10

0
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3) how do you feel the friendliness of staff


a)good

b)average

c)bad

68
80

70

60

50

40 good
bad

30

20

10

0
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4) how do you rate the variety of menu offer by the store?


a)need change

b)good

c)average

69
60

50

40

30 good
Column1

20

10

0
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5)how do u feel the service speed?

a)good

b)bad

c)average

80

70

60

50

40 good
Column1
30

20

10

0
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6)how do u rate the cleanliness and store atmosphere?

a)good

b)average

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c)bad

90

80

70

60

50
good
40 Column1

30

20

10

0
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7)what are the business hours u visit often?

a)morning

b)afternoon

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c)evening

120

100

80

60 morning
Column1
40

20

0
MORE SPENCER BIG BAZAR RELIANCE

8)how do u rate the delivery speed offer by the store?

a)good

b)average

73
c)bad

60

50

40

30 good
Column1
20

10

0
MORE SPENCER BIG BAZAR RELIANCE

9)how do u rate facilities offered by the store?

a)good

b)average

74
c)bad

60

50

40

30 good
Column1
20

10

0
MORE SPENCER BIG BAZAR RELIANCE

10)do u agree that this store have easy accessibility and locational advantage?

a)yes

b)can’t say

75
c)no

120

100

80

60 yes
Column1
40

20

0
MORE SPENCER BIG BAZAR RELIANCE

11)do u satisfy the advertisement stratergy followed by this store

a)yes

b)can’t say

76
c)no

70

60

50

40
yes
Column1
30

20

10

0
MORE SPENCER BIG BAZAR RELIANCE

12)how do u rate special offers/discounts offer by the store?

a)good

b)moderate

77
c)bad

70

60

50

40
good
30 no

20

10

0
MORE SPENCER BIG BAZAR RELIANCE

FINDINGS:
 Maximum people are visit the More store weekly.
 Maximum people are visiting Big Bazaar monthly ones.
 Maximum people are saying, they are visit the Spencer store weekly once.

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 Maximum people are visiting reliance fresh weekly.
 Maximum no of people are spend the money between 200 to 500 rupees per visit.
 Reliance and More Store employees are friendlier than other stores.
 Service speed of the stores is average.
 90% of people are saying that the stores atmosphere is good.
 Most of the people are prefer evening hours for the shopping.
 Maximum people are saying that the store facilities are good.
 Maximum people are not satisfying with their advertisement strategies.

Conclusion:
Now days the retail stores are very useful to the common people. Because they are providing all
the items at one store. But these stores are more popular in metro Politian cities and urban areas.

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The retail stores take an initiative and use the different strategies for advertisements. Electronic
Media is powerful. So use the media and start the business in rural areas also. Maximum no of
people are satisfying with their service in urban areas.

BIBILOGRAPHY:

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Websites:
www.google.com
www.wikipedia.com
www.onlinebooks.com

books:

 Retail Management,Author(suja nair),Edition(2006).


 Pinciples of marketing,author(kotler&Armstrong),edition(10th)
 Marketing management,author(vs ramaswamy,s namakumari),edition(3rd)
 Sales management,author(richar r.still,edward w.cundiff),edition(5th)
 Retail management,author(michael levy,barton A weitz),edition(5th)
 Inventory management.
 Supply chain management.

QUESTIONNAIRE:

81
NAME:

AGE:

GENDER:

PROFESSION:

1) How often you visit this store?


a) Daily
b) Weekly
c) Fortnightly
d) Monthly
2) what price range you prefer
a) 100-200
b) 200-500
c) above500
3) how do you feel the friendliness of staff
a) good
b) average
c) bad
4) how do you rate the variety of menu offer by the store
a) need change
b) good
c) average
5) how do you feel the service speed
a) good
b) average
c) bad
6) how do you rate calorie content exist in the food
a) high
b) moderate
c) low
7) how do you rate the cleanliness and store atmosphere
a) good
b) average
c) bad

8) what are the business hours you visit oftenly.

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a) Morning
b) Afternoon
c) Evening
8) How do you rate the delivery speed offer by the store
a) Good
b) Average
c) Bad
9) Do you satisfy with the menu offer for your children and your family?
a) Yes
b) Can’t say
c) No
10) How do you rate the facilities offered by the store
a) Good
b) Average
c) Bad
11) What makes you prefer this store
a) Brand image
b) Easy accessibility
c) Special offer’s/ discounts
12) Do you agree that this store have easy accessibility and lacational advantage
a) Yes
b) Can’t say
c) No
13) Do you satisfy the advertisement strategy followed by this store
a) Yes
b) Can’t say
c) No
14) How do you rate special offers/ discounts offer by this store
a) Good
b) Moderate
c) Bad

83

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