SHORT TERM PROJECT

ON
“Strategies for Promoting Retailer`s Brand”

SUBMITTED TO:
(Faculty Mentor)
Dr. Veenu Sharma
(Alumni Mentor)
Sahil Jandial

SUBMITTED BY:
Avantika Tripathi
19RM911
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 Executive Summary

In this project I tried to focus on three different kind of size of retail industry like organised
sector, Local retailer and smallest retailer. Did research on their private labels, their offline and
online presence, current financial status, current strategy which they are following and
recommendation. As covid has pointed out lot of areas where improvement could be done
especially when it comes to the products, as only essential products were sold at this point of
time. Inventory, supply chain and lot of things and especially the mode of promotion has
changed the sphere of exposure and the platform where these promotions could been done. Now,
lot of things needs to be changed along with the promotion that will hence affect the budget of
the promotion that would be allotted to do so. The content, expression and everything has been
changed during this period. So, I have also given few recommendation after analysing the current
strategy which they are following to promote their private label brands that could be useful.

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 Table of Contents

1. Introduction of the companies……………………………………….. 4

2. Problem Identification……………………………………………….. 5
3. Reliance……………………………………………………………… 6-10
4. Bittoo Tikki Wala……………………………………………………. 11-12
5. Ankit Mishthan Bhandaar……………………………………………. 13
6. Bibliography………………………………………………………….. 14

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 Introduction of the Companies

Reliance Retail Ventures Limited is an Indian retail company, subsidiary company of Reliance

Industries Limited. Founded in 2006, it is the largest retailer in India in terms of revenue. V
Subramaniam is the CEO of the venture. Its retail outlets offer foods, groceries, apparel and
footwear, lifestyle and home improvement products, electronic goods, and farm implements and
inputs. The company's outlets also provide vegetables, fruits, and flowers. It focuses on
consumer goods, consumer durables. On 29 August 2020, Reliance Retail announced that it is
acquiring the retail, wholesale, logistics and warehousing business from the Future
Group for ₹24,713 crore (US$3.5 billion) adding 15 lakh square meters of retail space to the
company.

Bitto Tikki Wala Initially the idea of selling North Indian street delicacies such as Chaat, Bhalla,
Papri and Tikki took shape and got him going. His skills sharpened and struck deep. He now
needed a loyal supporting hand. Masterji decided to expand his business along with his nephew
Sh Ramakant, who too started the success journey and moved together.
With limited resources available, he purchased a ‘Rehri’ on which a Logo Mentioned ‘BITTOO’
was already ‘embossed’. Hence Satiram got transformed to Bitoo jee.
Thus a modest Journey began, and bittoojee started selling snacks on his portable stall (Rehri) in
the streets of Rani Bagh and people from all walks of life, society, class, religion, gender and
ethnicity liked and admired his mouth-watering products.

Ankit namkeen bhandar opened in Badarpur, Delhi market in 2016. This shop contains all kind
of namkeen, biscuits (cookies), samosa, salakhe. They have different flavours for different
category of snack. It gained lot of popularity since the first day itself as this shop had unlimited
collection of namkeen and biscuits. This shop gained popularity among the locality in no time
due to their good quality and quantity.

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 Problem Identification

Building promotion strategies differ according to the size of the company. As according the
revenue the budget is allotted for the promotion for the brand. Big retail companies like
Reliance, Shoppers Stop can do experiment for their product line, collect data from large amount
of audience, has wider network of suppliers and manufacturers. They can afford all different
kinds of promotions on every platform. Big retail brands also gets huge support from press in the
form of coverage, promotion, advertisement, press release now and then. Big players can survive
in case of loss. In tracing out the strategy one might neglect the basic need or could hamper or
trigger the emotional spot of the country wide customers.

When it comes to the mid-size retailers they can cater to the needs to the customer but they can
face issue regarding the reach within the customer and budget for promotion. As their customers
belong to every kind of group so they have to cater to the need for every kind of customer.

Problem with small local retailer is they have very less budget for the promotion of the brand so
they have to go through to the traditional ways of promotion and that can also get restricted if the
customer base is not mobile device friendly.

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 Reliance

Introduction
Reliance Retail Ventures Limited is an Indian retail company, subsidiary company of Reliance
Industries Limited. Founded in 2006, it is the largest retailer in India in terms of revenue. V
Subramaniam is the CEO of the venture. Its retail outlets offer foods, groceries, apparel and
footwear, lifestyle and home improvement products, electronic goods, and farm implements and
inputs. The company's outlets also provide vegetables, fruits, and flowers. It focuses on
consumer goods, consumer durables. On 29 August 2020, Reliance Retail announced that it is
acquiring the retail, wholesale, logistics and warehousing business from the Future
Group for ₹24,713 crore (US$3.5 billion) adding 15 lakh square meters of retail space to the
company.
On 15 November 2020, Reliance Retail announced that it had acquired a majority ownership of
the furniture and decorating company Urban Ladder.

Private Labels

No
Name Note
.

1 Reliance Fresh Retail outlets of fruits, vegetables and groceries.[14]

Reliance Smart offers a one-stop shopping experience by offering

2 Reliance Smart fresh produce, bakery, dairy products, home, and personal care
products, general merchandise, fruits, vegetables, and groceries.

Consumer electronics retail stores. It had 689 stores in October

3 Reliance Digital
2014.

4G mobile handset manufacturer based in Mumbai, founded in

4 Reliance LYF
2015.

5 Reliance Jewels Jewelry retail; it had revenues of about ₹8  billion in financial year

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 2012–13.

Reliance Trends,
Apparel and clothing. It had revenues of about ₹16  billion in
6 Trends Footwear,
financial year 2012–13 with a store count of 287.
and Reliance Living

Reliance Market and

Reliance Market
7 It had revenues of about ₹1.6 billion in financial year 2012–13.
Wholesale Cash-n-
Carry

E-commerce, fashion shopping website, officially launched at

8 Ajio
the Lakme Fashion Week SS16.

Hamleys, one of the oldest and largest toy retailers in the world,
9 Hamleys
was acquired by Reliance Retail in 2019.

JioMart is the e-commerce venture of Reliance Retail that

provides grocery delivery from neighbourhood Kirana stores. It
10 JioMart
operates in 200 cities in India and was started as a joint venture
between Reliance Retail and Jio Platforms.

Shri Kannan Departmental Store [SKDS] is a retail store chain

Shri Kannan that sells fruits, vegetables, dairy, staples, home, and personal
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Departmental Store care, and general merchandise. SKDS operates 29 stores in
Coimbatore.

Future Group is known for having a significant prominence in

Indian retail and fashion sectors, with popular supermarket chains
like Big Bazaar and Food Bazaar, lifestyle stores like Brand
12 Future Group
Factory, Central, etc. The group also has a notable presence in
integrated foods and fast-moving consumer goods manufacturing
sectors.

13 Netmeds Netmeds is a licensed e-pharmacy based in Chennai. Reliance

Retail acquired a 60% stake in Netmeds' parent Vitalic for

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 approximately ₹620 crore.

Urban Ladder is an omnichannel furniture and decor retailer based

out of Bangalore, India. Urban Ladder currently has 3 stores in
14 Urban Ladder
Bangalore and distribution across 75+ cities in India through its
website.

Presence of their online and offline

It had a total of 11,784 stores in April 2020 in India with an area of over 28.7 million square feet
across more than 7000 towns and cities, with yearly revenue of over ₹162 billion ($23 bn US).
JioMart, an e-commerce venture of Reliance Retail, went live in three neighborhoods
surrounding Mumbai, leveraging a deal that gives it access to WhatsApp’s 400 million users in
India currently under the world’s most expansive lockdown.
The starting of the portal takes Asia’s richest man a step closer to his goal of setting up a digital
platform to take on Amazon.com Inc. and Walmart Inc.’s Flipkart Online Services Pvt. for a
slice of India’s e-commerce market that KPMG says is set to grow to $200 billion by 2027.
Facebook hopes a partnership with JioMart will help make WhatsApp the primary way small
businesses connect with customers.

“The roll out is happening during the toughest of times considering the supply chain constraints,”
said Vikraman P.N., founder of Finnoviti Consulting Pvt. “But Reliance will spread the pilot run
in various states following its deal with Facebook. And WhatsApp will play a critical role in
JioMart’s expansion.” Customers need to add JioMart’s WhatsApp number 8850008000 on their
phones. JioMart provides a link to place the order. Once the order is placed, it is shared with
a grocery store on WhatsApp. The customer is notified with the order and the store details on his
number, according to JioMartLite’s website.

In a statement delivered by video on April 22, Ambani said the tie-up with WhatsApp will help
almost 30 million Indian mom-and-pop store owners to take digital payments from customers in
their neighborhoods.

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“This means all of you can order and get faster delivery of day-to-day items from nearby local
shops,” he said.

Current Financial Statistics

It had a turnover of ₹337 billion in the financial year 2016–17. Reliance Retail announced
revenues of ₹450 billion for the nine months ended December 2017 for financial year 2017–18,
showing over a 90% jump from the corresponding previous period. The company also reported a
profit of ₹7 billion for the period.  In financial year 2019–2020, the company reported record
breaking revenue of ₹1.62 trillion and EBITDA of 9,654 crore growing 55.7% year over year.
The company also became the country's largest retailer by reach, scale, revenue and profitability.
In September 2020, it was announced that American investment firm Silver Lake has bought
1.75% stake in Reliance Retail for ₹7,500 crore (US$1.1 billion) valuing the business at ₹4.28
trillion (US$60 billion). On 23 September, It was announced that KKR has bought 1.28% stake
for ₹5500 crore valuing the venture at ₹4.28 trillion or $58 Bn.
In October 2020, Singapore's GIC bought a 1.22% stake for $752 million, while TPG acquired a
0.41% stake for $250 million giving Reliance Retail a pre-money evaluation of $58.5 billion.

Strategy
Reliance Industries Ltd (RIL) will soon hire distributors to sell private-label brands owned by its
retail unit through neighbourhood stores, as billionaire Mukesh Ambani aims to boost the
contribution of the company’s consumer business, two people aware of the development said.
RIL will sell its store brands across categories such as staples, food, home and personal care and
general merchandise, the people said on condition of anonymity. RIL sells these products
through its retail stores under brand names such as Best Farms, Good Life, Masti Oye, Kaffe,
Enzo, Mopz, Expelz and Home One.

Reliance will soon be entering into energy business. As per the expectations consumer
businesses to contribute nearly as much to RIL’s overall earnings as the energy and refining
businesses by 2025. As part of this strategy, RIL is taking on online retailers such as Amazon
and Flipkart in the e-commerce segment and the likes of Hindustan Unilever Ltd and ITC Ltd in
the offline segment. “RIL is planning to appoint FMCG (fast-moving consumer goods)
distributors on a trial basis," said one of the two people cited above. A network of FMCG dealers
will help RIL meet the logistics and delivery needs from online channels.

After its fiscal first-quarter earnings on 19 July, RIL executives told investors that the company’s
telecom arm, Jio, is likely to roll out its new commerce/kirana initiative and the fibre-to-the-
home business this fiscal. According to the people cited above, the commercial launch of these
services is scheduled at the company’s annual general meeting on 12 August.
In the past, RIL has often chosen its annual meetings to make strategic announcements and
release new products. While the JioPhone was launched at the 2017 AGM, 2018 saw the launch

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of JioPhone 2 and the unveiling of JioGigaFiber. In April, Reliance Retail began testing its food
and grocery app among a select group of users, largely comprising its employees. The company
has also on-boarded local kirana stores in metro cities to receive orders from customers.

Reliance Retail operates neighbourhood stores, supermarkets, hypermarkets, wholesale, specialty

and online stores. RIL has also initiated a pilot for assisted e-commerce at Jio Stores wherein
store staff will take orders and the customer can collect/return orders from a Jio Store, RIL told
analysts in a presentation on 19 July. For its e-commerce venture, RIL has signed up local
merchants offering them an O2O (online-to-offline) marketplace, a business model pioneered by
the Chinese e-commerce giant Alibaba Group Holding Ltd. Under the O2O model, a consumer
searches for the product or services online but buys it through an offline channel.
RIL plans to consolidate merchants under an e-commerce platform. The merchants, in turn, will
cater to the demand. This will help the company save costs and enter areas currently outside the
traditional purview of e-commerce companies.

Recommendations
Reliance is well established industry, they can invest in promotion as much as they want. They
need to approach different way to maintain their brand value.

 Need to use some story in their advertisement to connect with the consumers more
prominently. As the purchasing power of the consumer increases they will switch to the
upper brands to increase their social status.
 They should promote their private label in every social media platform to mark their
presence and increase their value.
 Home delivery options need to be opened and virtual 3D customised experience should
be introduced for the customer according to the category of their private label brand.

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 Bitto Tikki Wala

Introduction
Initially the idea of selling North Indian street delicacies such as Chaat, Bhalla, Papri and Tikki
took shape and got him going. His skills sharpened and struck deep. He now needed a loyal
supporting hand. Masterji decided to expand his business along with his nephew Sh Ramakant,
who too started the success journey and moved together.
With limited resources available, he purchased a ‘Rehri’ on which a Logo Mentioned ‘BITTOO’
was already ‘embossed’. Hence Satiram got transformed to Bitoo jee.
Thus a modest Journey began, and bittoojee started selling snacks on his portable stall (Rehri) in
the streets of Rani Bagh and people from all walks of life, society, class, religion, gender and
ethnicity liked and admired his mouth-watering products.
His dedication, honesty and utmost faith in himself and his people management skills kept him
motivated all the way. His sheer hard work and honesty attracted many like-minded people who
blessed his business venture. His business grew in leaps and bounds. Now, instead of selling his
products as mobile hawker, he got a shop to establish his business. He opened his first shop in
1991 at Ranibagh Market.
He earned people's respect with his honesty and simplicity. Within a few years, Masterji's
popularity grew far and wide. Encouraged by his success he opened more outlets and ventured
into new fast food, snacks and now into full-fledged Catering. His business started getting
established to compete with the best in the market.

Private Labels
Masterji's passion for quality and his work ethics, led him to a coveted position of Chairman of
BTW, which has now ventured into unexplored territories of traditional & International Fast
foods, Bakery, RTE, Syrups, Sweets, and Cookies

Presence of their online and offline

Masterji's corporate vision and encouragement received from people made him to go national
from his family business. He got his Satirams BTW name registered and started establishing
brands across India. Currently he has 10 brand outlets criss-crossing Delhi-NCR with more than
500 employees earning their lively hood through the venture. Today, he owns a factory of 25000
sq feet, having state-of-the- art infrastructure and well established processes to produce quality

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products and taking on competition with bigger brands in the ready to eat category. In online
they are have marked their presence through their own website through which one can place the
orders but as of now it is not working.

Strategy
They have registered themselves across the home delivery apps like dineout, zomato and swiggy.
They have also registered themselves in tripadvisor and justdial to increase the convenience for
the customer so that they can get to know abot the online store`s location and the website. They
promote private label brand by mentioning about them at each app and portal providing them
with cashback offers with like 20%. They marked the presence of each of their product in every
website where one customer could look out for snacks. They promote heavily in their offline
stores as their customer trusts the taste and quality of the brand so this helps them in increasing
the sale of their products. They have launched their own product in every category across the
depth and width. They create homely environment in their store which boosts the customer
psychologically to buy their product as they can relate themselves to their roots.

Recommendation
In times like this they can work out on their pricing or offers or discount or combinations of gift
packs. This is the main time where they can pull back their business in fact they can pump it.

 They can also start their service by venturing with commercialised banquet halls wherein
all the big celebration takes place.
 They can also offer home delivery celebration wherein they can cater to the parties by
delivering all the eatables to their home.
 They can also tie up with the corporate firms to give out their gift baskets as their
promotions.
 They need to pick up fast with their online presence through social media pages as now
world is getting connected virtually with much faster pace.
 They can promote their brand by featuring ads in youtube and sponsoring few events.

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 Ankit Namkeen Bhandaar

Introduction
Ankit namkeen bhandar opened in Badarpur, Delhi market in 2016. This shop contains all kind
of namkeen, biscuits (cookies), samosa, salakhe. They have different flavours for different
category of snack. It gained lot of popularity since the first day itself as this shop had unlimited
collection of namkeen and biscuits. This shop gained popularity among the locality in no time
due to their good quality and quantity.

Private Labels
All the products in their shop are private label. They do not sell any other label`s product in their
shop. All namkeen, biscuits and rest of the different kinds of maida product are made by the
owner itself.

Presence of their online and offline

Ankit Namkeen bhandar is only present offline as a snack retail outlet. It does not have any
online presence as they cater only to the locals wherein their customer segment are not that
device friendly. He has good offline store with proper area for customers to stand and understand
about the product and he made sure that every product remains visible to customers.

Strategy
In promotion strategy they included word of mouth, distributing pamphlet organizing large
inauguration party. As people or target customer is not much mobile phone friendly so they had
to stick to traditional way of promoting their brand. To maintain the customer`s interest in their
brand they take reviews and ask for their interest in various kinds of salty and sweet snacks and
hence then they analysis the data and hence accordingly they introduce new product. They also
allow tasting of each kind of snack so that customer can make informed decision. This kind of
customization in customer experience has been very much appreciated across all the segments of
the target customer.

Recommendation
 They can target to the children of their target segment by introducing few likable
products by children and hence they can promote via electronic device.
 As that would be much cost efficient and its reach will be much wide.

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 They can promote through banners and ask local newspaper to publish advertisement for
the same.
Bibliography

 https://en.wikipedia.org/wiki/Retailing_in_India
 https://www.productplan.com/learn/product-launch-plan-roadmap/
 https://www.indiamart.com/btwindia/about-the-company.html
 https://www.livemint.com/companies/news/ril-plans-a-big-push-for-private-label-brands-
1564341638059.html
 https://relianceretail.com/our-business.html
 https://www.businesstoday.in/current/corporate/reliance-retail-plans-to-sell-in-house-
brands-in-kirana-stores/story/368693.html#:~:text=Reliance%20Industries%20has
%20thus%20far,Reliance%20Smart%20and%20Reliance%20Market.
 https://www.swiggy.com/restaurants/btw-bittoo-tikki-wala-raj-nagar-noida-106353
 https://www.tofler.in/bittoo-tikki-wala-private-
limited/company/U55204DL2008PTC175441/financials

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