CIMAGE PROFESSIONAL COLLEGE, PATNA

Affiliated to Aryabhatta Knowledge University

An Internship Report

On

“ A STUDY ON HUMAN RESOURCE MANAGEMENT & COMPREHENSIVE

STUDY OF RETAIL INDUTRY WITH REGARDS TO

RELIANCE TRENDS.”

PATNA

In Partial Fulfillment for the Award of the Degree of

Bachelors in Business Administration

(2021-2024)

Under the Guidance of: Submitted By:

Name: NITISH ROHATAGI SIR. Student name: Jyoti Kumari

Designation: ASSISTANT PROFESSOR. Registration No: 21302310005

1
 STUDENT’S DECLARATION

I hereby declare that I have conducted a study of human resource analysis and strategic assessment
in the retail sector, specifically focusing on Reliance Trends. This internship report, titled " Study
On Human Resource Management and Comprehensive Study of Retail Industry with regard
to Reliance Trends," is a genuine and original piece of work. It has been submitted to CIMAGE
Professional College, Patna, as a partial fulfillment for the award of Bachelor of Business
Administration. I have dedicated significant effort and time to ensure the accuracy and authenticity
of this report. Thank you for your support and guidance throughout this internship journey.

Jyoti Kumari

2
 ACKNOWLEDGEMENT

Apart From my efforts, the success of any project depends largely on the encouragement and
Guidelines of many others. I take this opportunity to express my gratitude to the people who
have been instrumental in the successful completion of this Internship.

I would thank the entire Management of Reliance Trends Limited for giving me the wonderful
opportunity to work on a four-week Internship In their esteemed organization.

I am highly obliged to Mr. Mukesh Kumar Store Manager, Reliance Trends Patna.
For giving me this Internship and guiding me throughout my 4-week Internship Program.
His encouragement, time, and effort motivated me to work sincerely in this program.
I would like to thank all faculty members of Trends, as a Fresher guided by
very well From Trends faculty members.

I would like to thank my project faculty guide Assistant Prof. Nitish

Rohatagi, Cimage Professional College Patna. For his constant follow-up,
support, encouragement, and guidance to complete this project within the
allotted time frame.

I am extremely thankful to our director Mr. Neeraj Agarwal and I must thank Mrs.
Megha Agarwal, Principal, Cimage Professional College Patna. I am greatly
indebted to all faculty member at Cimage College for their support. Last but not least,
I would like to thank my almighty, my parents for their constant encouragement for
blessing me and making this successful project.

3
 INSTITUTE CERTIFICATE

This is to certify that the project report entitled “A STUDY ON OF HUMAN

RESOURCE ANALYSIS & COMPREHENSIVE STUDY OF RETAIL
INDUSTRY WITH REGARDS TO RELIANCE TRENDS” at commercial
complex mauza, Saguna Patna, Bihar.

Has been prepared by Jyoti Kumari, Reg No. 21302310005. Session: 2021-2024 after
completion of offline project training in partial fulfilment for the requirement of
“BACHLEORS OF BUSINESS ADMINISTRATION” degree under my supervision
and guidance & recommended that it may be accepted for evaluation.

I wish her all success for her better future.

Mr. Nitish Rohatagi

(Head of Department)

CIMAGE PROFFESIONAL COLLEGE

4
5
 PREFACE

This study is intended to help reliance trends decide upon the steps to be taken care of
customer satisfaction so that the growth of the company keeps on improving. Primary
data have been used for analysis. However, secondary source have yielded preliminary
information.

Research conducted was descriptive in nature. This helped me to develop the concept
to clearly establish priorities to divulge adequate information which helps me in
decision making and thus essential for making the study a success.

A structured questionnaire was used to obtain required information and to assess the
customer satisfaction level and to find the ways through which the company can come
up to the expectation of customer so that the optimum satisfaction level can be
achieved. I have used random sampling for my survey. Care was taken that the
respondents were as diversified as possible. A sample size of 50 respondents was
taken from Patna. I collected data and analyzed them. I have critically analyzed each
and every question in the questionnaire and then given the managerial implication.
This analyzed data was later converted into bar diagrams for convenience. This also
made it easy to draw a conclusion based research and provide a presentable format for
the report. Later on the information were compiled to form a presentable report. Along
with this I also learnt the store operation of Reliance Trends. A better strategy to
satisfy customer is only the way to gain customer attention and to penetrate more in
own catchment area. Strategy must be in all area like Promotional offer/Scheme,
Product Pricing, Employee behavior, Billing Process, Product Assortment, Product
quality in terms of RATER. It is found in the research that customers are price
sensitive hence Reliance trends should give those offers which can facilitate more
money saving as the customers are price sensitive. Once the conservative thought
would abolish, definitely the retail will grow with leap and bound, ultimately it would
benefit Reliance trends.
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 TABLE OF CONTENT

Sr. No. Particulars Page.No.

Certificate of originality 1

Declaration 2

Acknowledgement 3

Institute certificate 4

Company Certificate 5

Preface 6

Chapter*1 Industry study 9

1.1 Introduction 10-11

1.2 Industry Profile 11-19

Chapter*2 Company study 20

2.1 Introduction: Vision, Mission, 21-26

Objectives

2.2 Company Profile 26-33

2.3 Key Executive Team 33-37

2.4 Literature Review 37-40

2.5 Customer satisfaction 40-42

2.6 Promotional Activities of 42

Reliance trends

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Chapter*3 Departmental Study 43

3.1 Department/Area of study: 44-50

activities, documents

3.2 Interdependence of 50-59

department/ picture
presentation

Chapter*4 Work/Assignment/Training 60

4.1 Research Methodology 61-65

4.2 Data analysis 65-68

4.3 Findings & recommendations 69-72

4.4 Conclusion & Suggestion 73-75

4.5 Annexure 76-79

4.6 Bibliography 80

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 CHAPTER-1

INDUSTRY STUDY

9
 1.1 INTRODUCTION

Reliance Group

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's

largest private sector enterprise, with businesses in the energy and materials value
chain. Group's annual revenues are in excess of USS 66 billion. The flagship
company, Reliance Industries Limited, is a Fortune Global 500 company and is
the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and
growth of Reliance. Starting with textiles in the late seventies, Reliance pursued a
strategy of backward vertical integration in polyester, fibre intermediates, plastics,
petrochemicals, petroleum refining and oil and gas exploration and production -
to be fully integrated along the materials and energy value chain.

The Group's activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fibre intermediates, plastics
and chemicals), textiles, retail, infotel and special economic zones.

10
Reliance enjoys global leadership in its businesses, being the largest polyester yarn
and fibre producer in the world and among the top five to ten producers in the
world in major petrochemical products.

Major Group Companies are Reliance Industries Limited, including its

subsidiaries and Reliance Industrial Infrastructure Limited.

1.2 INDUSTRY PROFILE

Retail Industry in India

Retail industry as of June 2013

Introduction

The Indian retail industry has been thrown open to foreign majors and is packed
with players who strive to offer great products and value-for-money to Indian
consumers. The country holds vast promise for retailers with its burgeoning
spending power and rising middle class.

The US$ 500 billion market, growing at an annual rate of about 20 per cent, is
largely dominated by small shops and stores as of now. The organised segment in

11
its nascent stage and has huge potential to harness in the sub-continent. Foreign
giants like Wal-mart and IKEA have recently received the Government's nod to
enter the Indian market, after making all the necessary compliances.

Market Size

 India's retail market is majorly dominated by the unorganised sector.

Organised segment accounts for 8 per cent of the total retail landscape,
according to a study by Booz & Co and RAI.

 The Indian retail industry has expanded by 10.6 per cent between 2010 and
2012 and is expected to increase to US$ 750-850 billion by 2015, according to
another report by Deloitte. Food and Grocery is the largest category within the
retail sector with 60 per cent share followed by Apparel and Mobile segment

 The foreign direct investment (FDI) inflows in single-brand retail trading

during April 2000 to December 2012 stood at US$ 95.36 million, as per the
data released by Department of Industrial Policy and Promotion (DIPP).

Online Retail

Internet is the buzzword in India these days. People have online access 24x7
through their laptops, iPads and mobile phones. As a result they have continued
access to online retail markets as well.

12
Online retailers are emerging as important sales channels for consumer brands in
India as more and more people, especially the young generation, are shopping
online. From apparel to accessories, kids and infants' product lines and almost
everything under-the-sun is available on the net these days. Apparel and accessory
brands, such as Puma, Nike and Wrangler, have recorded a big increment in online
sales in 2012, led largely by purchases from smaller towns
and cities with consumers paying the full price for these products.

For instance, footwear brand Nike has tie-ups only with online retailers such as
Myntra and Jabong. And in a very unique initiative, it recently launched its new
range of cricket gear on Jabong. Such partnerships turn out to be very successful
as online retailers provide greater visibility than a physical store. "Our online store
can carry around 10,000 options, while an offline store can carry only 20 per cent
of a given range," said an official.

Online retail in India is projected to grow to US$ 76 billion by 2021, accounting

for over 5 percent of the Indian retail industry, according to a report by advisory
services firm Technopak. This forecast is encouraging more companies- big and
small- to sell aggressively online. Experts believe that much of this growth will
come from the rising purchasing power of consumers in smaller cities, who do not
have access to brick-and-mortar stores stocking high-end brands.

Retail Industry: Key Developments and Investments

 Kottayam, in Thiruvananthapuram, is an emerging market for luxury cars.

BMW has launched its mobile showroom' in the city wherein people can
check-out the brands'models and go-in for a test drive as well. A weather-proof

13
 and air-conditioned structure, the mobile showroom is a replica of BMW's
luxurious dealerships.

 Hindustan Unilever (HUL), India's largest packaged consumer goods firm,

will soon launch the country's first liquid laundry detergent, hoping that
wealthy consumers will not be hesitant to pay a premium for a product that
promises to make their laundry chore easier. The company claims that the new
product removes stains two times better than any other detergent powder in the
market. With 90 per cent penetration in the core detergent space, HUL is trying
to create newer consumption opportunities in the over Rs15,000 crore (US$
2.51 billion) laundry market with niche and premium products including
Comfort fabric conditioner and Rin liquid blues in the post-wash segment.

 Villeroy & Boch AG, the Germany-based bath, wellness and tableware firm,
has partnered with Delhi-based Genesis Luxury Fashion to commence its
operations in single-brand retail trade in India. Villeroy & Bosch's application,
seeking 50 per cent equity in the joint venture (JV) company for single-brand
retail trade, has recently got anod from the Foreign Investment Promotion
Board (FIPB). The FDI infusion in the JV would be to the tune of Rs 1.12 crore
(US$ 187,463.60). Genesis Luxury Fashion, that has brands such as Paul
Smith, Bottega Veneta, shoe brand Jimmy Choo, Italian label Etro and Armani
and home and personal care products from Crabtree and Evelyn underits
business in India, will exclusively manage the distribution of Villeroy & Boch
tableware products in the country. The alliance ensures the establishment of a
distribution network through the opening of Villeroy & Boch's exclusive retail
stores in India.

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 In a bid to tap the branded footwear market in India, which is estimated to be
about Rs30,000 crore (US$ 5.02 billion), Aero Group (known for its flagship
Woodland brand) is planning to revive one of its old brands, Woods. The
company is contemplating to open around 30 new, revamped Woods stores in
2013. The eight-year-old brand would now lay its focus on the fashion
quotient, rather than the typical outdoor, rough and tough image of Woodland,
and will have more of the range for women.

 RP-Sanjiv Goenka Group's company Spencer's Retail is on an aggressive

growth strategy, with a focus on hyper-format stores. The company intends to
infuse about Rs 600 crore (US$ 100.46 million) in setting up new stores and
come out with branded and co-branded products in the food and beverage
segment. One of the official spokesperson from the company revealed that
Spencer's would set up 80 hyper stores in the next 48 months. As of now, the
company has 132 stores, including 26 hyper stores, 14 super
market and 92 daily (convenient) stores.

 Godrej Interio, the furniture retailing arm of Godrej Group, is aiming for Rs
5,000 crore (US$ 837.14 million) of turnover by 2016-17, with plans to invest
over Rs 300 crore (US$ 50.23 million) to expand manufacturing capacity and
retail stores. The company is planning to set up more than 75 stores in 2013
itself with focus on tier II and III cities.The Indian branded furniture market is
worth about Rs 10,000 crore (US$ 1.67 billion) out of which Godrej Interio
accounts for 15 per cent of the share. The company also plans to establish 200
speciality stores which will design and built products according to the
consumer's convenience and preference.

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 Government Initiatives

The Cabinet Committee on Economic Affairs (CCEA) has recently approved

Swedish furniture retailer IKEA's application to enter the Indian industry and
set up a single brand retail venture in the country. FDI would be to the tune of
Rs 10, 500 crore (US$ 1.76 billion), making it the largest investment to be
made by a foreign brand in the Indian retail sector.

Moreover, the Government may further simplify investment norms in multi-

brand retail to please foreign retailers who intend to invest in India but are a
little hesitant on certain clauses. Mr Anand Sharma, the commerce and
industry minister, has re-iterated that any FDI proposal in multi-brand retail
will be fast-tracked for sure.

Road Ahead

The overall Indian retail sector is expected to grow 9 per cent in 2012-16, with
organised retail growing at 24 per cent or three times the pace of traditional
retail (which is expected to expand at 8 per cent), according to the report by
Booz & Co and RAI.

Deloitte also seconds this forecast and expects that organised retail, which
constitutes eight percent of the total retail market, will gain a higher share in
the growing pie of the retail market in India. Various estimates put the share
of organised retail as 20 per cent by 2020.

Meaning of Retail
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 The word "RETAIL" is derived from the French word RETAILLIER, meaning
to cut piece off or to break bulk. Retailing in India is as old as India itself.

Definition: Retail is the sale of goods to end user, not do resale, but for use
and consumption by the purchaser. The retail transaction is at the end of supply
chain manufacturer sell large quantities of products to retailers, and retailers
sell small quantities of those products to consumers.

Philip Kotler defines retailing as:

All activities involved in selling goods or services to the final customer for
personal use in today's scenario our retailer does not exist in the brick and
mortar from alone. She/he can do it by using the telephone, by direct mails, by
using the Internet or absolute impersonally by using vending machines.

Evolution of the Indian Retail Sector

Traditionally retailing in India can be traced to

 The emergence of the neighbourhood 'Kirana' stores catering to the

convenience of the consumers.

 Era of Government support for rural retailing: Indigenous franchise model of

store chains run by Khadi & Village Industries Commision.

 1980's experienced slow change as India began to open up economy.

17
 Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's
and Grasim first saw the emergence of retail chain.

 Later Titan successfully created an organized retailing concept and established

a series of showrooms for its premium watches.

 Post 1995 onward saw an emergence of shopping center.

 Mainly in urbran areas, with facilities like car parking.

 Emergence of hyper and super markets trying to provide customers with 3 V's-
Value,Variety, Volume.

Major Players in Indian Retail Industry:

 Shoppers' Stop
 Westside
 Pantaloons
 Lifestyle
 Crossword
 Wills Lifestyle
 RPG Retail (Spencers, Music world)
 Globus
 Ebony Retail Holdings ltd.

International retailers:

18
There has been greater influence of brands like Wal-Mart, Tommy Hilfiger,
Carrefour, Marks & Spencer's, Nike, etc in the big cities of India for long.

19
 CHAPTER-2

COMPANY STUDY

20
2.1 ) Vision, Mission And Objectives Of Reliance

Vision

To lead the industry while generating value to the stakeholders, be the pioneer
in setting ethical standard and be everyone's investor.

Mission

 To lead the industry by providing innovative financial products and services.

 To value to the shareholders with total satisfaction.

 To establish "customer-first" business strategy.

 To be a social responsible investor by making investment only in desirable

industry.

 Provide employees with motivating work environment, opportunities for

learning and career development, competitive compensations and equal
opportunities.

Objective

21
 Create synergetic effect by creating high quality and diversified portfolio.

 Provide diversified financial services with focused people.

 Appreciate uniqueness of each customer's requirements and serve the
customers with product flexibility.

 Diversification of sources of fund.

 Enhance Corporate value through sustained growth.

 The Shipping Corporation Of India Ltd.

Reliance in retail

Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited,

which is based in Mumbai. RRL was set up in 2006 and marks the foray of the
Reliance Group into organized retail. RRL has been conceptualized to include
growth for farmers, vendor partners, small shopkeepers and consumers. It is
based on Reliance's backward integration strategy, to build a value chain
starting from farmers to consumers.

Business Divisions

Reliance Retail Ltd. has a number of company-owned outlets along with a

franchisee format that would be in collaboration with Kirana shop owners. Its
various divisions are:

a) Reliance Mart

22
It is designed to be an all under one roof supermarket that again caters to
household needs.

b) Reliance Fresh

It was the first amongst various format stores to be launched by Reliance Retail
Ltd. The ideology behind the initiative has been to bring "Farm to fork"
thereby removing middle men and benefitting both farmer and consumer. The
stores would typically be of an area of around 3,000-5,000 sq ft. Each store is
to provide fresh fruits, vegetables and also products of Reliance Select and
other related groceries.

c) Reliance Super

It will be a smaller version of the hypermarket format. It is to offer over 10,000

products in various categories like grocery, home care, stationery,
pharmaceutical products, apparels & accessories, FMCG, consumer durables
& IT, automotive accessories and lifestyle products. Reliance Super stores are
to be large supermarkets with an area of 4,000 to 10,000 sq. ft. and will not
sell fruits and vegetables like Reliance Fresh.

d) Reliance Digital

It is a consumer electronics concept mega store. It is designed to be a one stop

shop for all technology solutions in the field of consumer electronics, home
appliances, information technology and telecommunications. The stores are to
cover an area of more than 15,000 sq. ft. and offer a variety of over 4,000
products spread across 150 brands along with solution bundles to meet diverse
customer needs. The staff will counsel and guide customers not only to buy
products but also provide complete solutions to ensure consumers buy the right
product at the right price. It will continue to offer Reliance One, a common

23
membership and loyalty program across all formats, which follows the
philosophy 'Earn Anywhere, Spend Anywhere'. It shall also provide finance
options for purchases. Reliance Digital is to be a large format store spread
across 15,000 to 35,000 sq. ft. and is scheduled to come up in 70 cities in India
in the near future.

e) Reliance Wellness

It is a chain of specialty wellness stores that would offer pre-emptive, curative

as well as health and beauty solutions. The store is to add value to people's
lives, by providing products and services that will proactively work to enrich
people's body, mind and spirit. It is to house world class products under one
roof and also educate consumers on their health needs, thus enabling them to
take charge of their health. It will sell international and national brands like
H2O, Neutrogena, Olay, Sports Nutrition, etc. They will also house alternate
medicine, health books & music. The stores are to showcase Wellness Events,
Seminars, Workshops and Advisory camps on contemporary wellness issues
like diabetes, hypertension, fitness, diet and nutrition, weight management and
skin care.

f) Reliance Footprints

It is a specialty footwear store that would offer over 25,000 pairs of formal,
casual, ethnic, party wear and sports wear in men, women and children
footwear. The store is to be spread over 7,500 square feet and be dedicated to
footwear, handbags and accessories. The design of Footprint was
conceptualized by Pavlik of USA which is one of the best design houses in the
world keeping in mind the taste and preferences of the Indian consumer. It
shall offer brands from Europe and America like Josef Siebel, Rockport, Hush
Puppies, Lee Cooper Clarks, Levis, Nike, Adidas, Piccadilly, Dr. Scholl's and

24
more. For kids, Crocs and Disney will be showcased. The store plans a pan-
India presence by opening over 15 more specialty stores.

g) Reliance Jewels

It is a stand-alone fine jewellery format. It is to be a one stop shopping

destination for fine jewellery. Reliance Retail ventured into gems and
jewellery trade with the aim of launching 300 stores all over India within a 3
year time frame. With a growing demand for jewellery and lower competition.
The gold jewellery range shall include Kolkata Filigree, Rajkot minakari
jewellery, Kundan from Jaipur, Temple jewellery from Kerala, Jadau from
Amritsar and more. In Diamond jewellery, Reliance Jewels will offer the finest
quality of diamonds and the widest range of daily wear, party wear and
wedding designs.

h) Reliance Timeout
With over 56,000 products Reliance Timeout will offer customer an extensive
range of merchandise in books, music, stationery, toys and gifts. It is to a
format based on the ideology to provide a place where a consumer can unwind
and relax, browse and buy a book, sample some music, choose a gift, and buy
a toy or some exclusive stationery for themselves. Reliance Timeout will offer
a comprehensive range of products in these categories along with an attempt
to create a fascinating customer experience with a warm, lively ambience.

i) Reliance Trends
It is a specialty apparel store that will sell men, women and children's
garments. The store will carry the best of national and international brands like
John Players, Peter England, Indigo Nation, Wrangler, Reebok, and Lee, apart
from in-house brands. The store layout is to compliment the evolving taste and
preference of fashion savvy consumers, giving them an opportunity to view

25
 /shop with ease, along with well trained customer service associates, to
compliment the entire shopping process. Reliance trends is operation with 123
stores across the country, providing employment to so many people and
planning to launch many new store

2.2) Company Profile

Company : Reliance Retail

Subsidiary Company : Reliance Trends

Founded : 2007

26
Headquarters : Mumbai

Chairman and Managing Director : Shri Mukesh Ambani

The Apparel, Luggage and Accessories division of reliance retail has announced the launch
of their first Apparel speciality store "Reliance Trends".

All the Reliance Trends stores located at different places across Bangalore offer some of
the best Indian and International brands with each store's area of more than 15,000sq.ft. of
shopping area, and has been designed and furnished by the best of the international design
agencies to offer a high style and lavish experience to the Indian consumer.

The store layout compliments the evolving tastes and preference of fashion savvy
consumers, giving them an opportunity to view/shop with ease, along with an army of well
trained customer service associates to compliment the entire shopping process.

Riding on the tremendous success of Reliance Mart at various locations across India, the
apparel division of Reliance Retail is well on track to democratise fashion and make it
attainable to the masses.

This is being possible by the extraordinary design pool of Indian and International
designers, integrating the international design trends and preferences of the Indian
consumers.

The company is offering solutions to common maintenance problems through its state of
the art innovative products like Ever White Shirts, Anti Stain Trousers, Wrinkle free range
of garments, aromatic clothes for infants and quick-dry sports wear that ensures optimum
moisture management.

27
Product quality has been ingrained into the DNA of Reliance Trends and is integral to the
mission of "Grahak Devo Bhava". The quality system are designed, implemented and
monitored as per international standards by a highly competent team of professionals.

To deliver the customer the best value for their money, only those products that
demonstrate an exemplary safety and quality meeting both implicit and explicit needs of
the consumer are approved for purchase.

Some of the quality standards that are being followed are American Association of textiles,
chemists and colourists. American Standard, ISO and BIS methods.

For the first time in organised retail, Reliance Trends is introducing Made to Measure
tailoring service offering customised fits to all the customers buying fabric from the store
at prices compatible to neighbourhood tailors.

Reliance Trends is offering a homogenous mix of private label of brands across men's,
women's and children's category to fulfil every customer's requirements.
The Network range of garments comprises of formal office wear and collection for men
and women, while the Netplay range, showcases a smart casual collection for the evolving
workplace. The DNMX range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T-shirts etc.

Sparsh range of Indian wear for women, offers the finest collection of salwar kurtas,
churidars and a fast evolving Mix and Match range of garments. An exclusive label Panda
has been developed for infants and toddlers, while the FRENDZ range of garments would
compliment the wardrobes of the growing generation of boys and girls.

Apart from these private labels, the store is also offering some of the most renowned brands
in the country like Levis Strauss Signature, Peter England, Indigo Nation, American

28
Tourister, John Players etc. Some designer labels either directly or through their sub brands
most of these exclusively for Reliance Trends.

Continuing the tradition of reaching out to the middle class of the country, the current
offering from Reliance Trends is easily affordable to the Indian consumer. The specific
private label called First Class, is designed to cater to the range of garments cutting across
men's, women's and children's wear to deliver extreme value to the Indian consumers.

Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing Director,
Reliance Industries Ltd, Reliance Trends delivers unmatched affordability, quality and
chain of products and services to the consumer. Reliance Retail continues to fine tune its
offering and listening to its customers and learning from them. This as the Chairman
envisions, will be the beginning of transformation of Indian Retail with benefits for the
consumer.

Product Profile

1)Women's Wear

Indian wear Formal wear

Semi Formal wear Casual wear

Dress material Lingerie

2)Men's wear

Formal wear Semi Formal wear

29
 Casual wear Sports wear

Men's wear fabric Under garments

3) Kid's wear

Infants Toddlers

Girls 2-8 years Girls 8-14 years

Boys 2-8 years Boys 8-14 years

4) Accessories

Handbags Socks

Handkerchiefs Sports Goods

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PRIVATE LABELS BY RELIANCE TRENDS

EXTERNAL BRANDS IN
RELIANCE RETAIL

31
 SWOT ANALYSIS

STRENGTH:

 Lower Price
 Coupons, Voucher
 Promotional Products
 Good Quality
 Value to money
 Understanding the customer needs
 Implementation of the pint theory (5 theory = greeting)
 Offer on national holiday like 15 august, 26 jan, 16 junetc
 Ultimate offer (offer for the whole yr)

WEAKNESS:

 Repeated Collections.
 Not Much Collections.
 Lack Of Awareness.

OPPORTUNITIES:

 New Products: Expanding Beyond Clothing To Include More Shoes,

Handbags.
 Catalogs.

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  Removing The Products Which Are Not Selling Much.


THREATS:

 There Is A Competition From Stores Like Life Style, Pantaloons, Shopper's

Shop Etc.
 Many Stores Have To Open.

2.3) Key Executive Team And Their Work Responsibilities

The retail industry offers diverse and unique career paths where you could
work for some of the world's most recognizable brands. Many of the main
goals of retail- be it sales and profitability, product innovation, or customer
relationships-intersect with other career fields like marketing, finance,
technology, loss prevention, merchandising and management. Whether in
stores or corporate headquarters many of key roles in retail include internal
coordination, plan- ning and logistics, store operations, human re- sources/
training, finance and administration, buying, marketing, logistics, and
information technology.
Positions in the retail industry can largely de- pend on what the company or
store is selling. All positions must have some knowledge or familiarity with
the products they sell and the needs of customers. At the forefront of the retail
team are entry-level positions that tend to have the most face to face time with
customers and tend to make up the bulk of the workforce of a company.
Positions at this level could be a cashier, stocker, front end or sales associate.
Entry level positions do not require a worker to supervise other workers at the
same entry level positions.

The next level up would be intermediate man- agement that supervises entry
level and other staff. With diverse roles and departments in the retail industry

33
there is a need for distinct types of management to direct and accommodate
different areas and departments:

• Human resource management

• Operations management or production management
Strategic management
• Marketing management
• Financial management
• Information technology management (responsible for the management
information systems)

Management in general is the act of engaging with an organization's human

talent and using the physical resources at a manager's disposal to accomplish
desired goals and objectives efficiently and effectively. Management
comprises planning, organizing, staffing, leading, directing, and controlling an
organization (a group of one or more people or entities) or effort for the
purpose of accomplishing a goal.

One of the most important duties for a manager is effectively using an

organization's resources. This duty involves deploying and manipulating
human resources (or human capital), as well as efficiently allocating the
organization's financial, technological, and natural resources. Since
organizations can be viewed as systems, management can also be defined as
human action, such as product design, that enables the system to produce
useful outcomes.

34
 Basic Functions

Management operates through various functions, such as planning, organizing,

staffing, leading/directing, controlling/monitoring, and motivating.

 Planning: Deciding what needs to hap- pen in the future (today, next
week,next month, next year, over the next five years, etc.) and
generating plans for action.

 Organizing: Implementing a pattern of re- lationships among workers

and making optimum use of the resources required to enable the
successful carrying out of plans.

 Staffing: Job analysis, recruitment, and hiring of people with the

necessary skills for appropriate jobs. Providing or facilitating ongoing
training, if necessary, to keep skills current.

 Leading/directing: Determining what needs to be done in a situation

and get- ting people to do it.
 Controlling/monitoring: Checking current outcomes against forecast
plans and making adjustments when necessary so that goals are
achieved.
 Motivating: Motivation is a basic function of management because
without motivation, employees may feel disconnected from their work
and the organization, which can lead to ineffective performance. If
managers do not motivate their employ- ees, they may not feel their
work is con- tributing to the overall goals of the organi- zation (which
are usually set by top-level management).

35
Depending on the size of the store and the company structure there will be
different types and levels of managerial positions. Most organizations have
three management levels: first-level, middle-level, and top-level
managers. These managers are classified according to a hierarchy of
authority and perform different tasks. In many organizations, the number
of managers in each level gives the organization a pyramid structure.

Middle-level managers can include general managers, branch managers,

and department managers. They are accountable to the top- level
management for their department's func- tion, and they devote more time
to organiza- tional and directional functions than upper management.

A middle manager's role may emphasize:

 Executing organizational plans in confor- mance with the

company's policies and the objectives of the top management.
 Defining and discussing information and policies from top
management to lower management.
 Most importantly, inspiring and providing guidance to lower-level
managers to assist them in performance improvement and
accomplishment of business objectives. These positions seldom
involve any customer contact.

Some examples of middle management in the

retail industry include:

• Merchandise Manager
• Assistant Store Manager
• Customer Service Manager

36
 • District Sales Manager
• Food or Product department Manager
• Sales Manager
• Store or warehouse Manager

2.4) LITERATURE REVIEW

Marketing

Different people have defined marketing in different ways. The practice of

management, Peter Drucker wrote that "Because the purpose of business is to create
a customer, the business enterprise has two and only two basic functions: marketing
and innovation. Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business."

In the words of Philip Kotler, "Marketing is a Human activity directed at satisfying

needs and wants through exchange processes."

Survey Methodology:

In statistics, survey methodology is the field that studies the sampling of individuals
from a population with a view towards making statistical inferences about the
population using the sample. Polls about public opinion, such as political beliefs, are
reported in the news media in democracies. Other types of survey are used for
scientific purposes. Surveys provide important information for all kinds of research
fields, e.g., marketing research, psychology, health professionals and sociology. A
survey may focus on different topics such as preferences (e.g., for a presidential
candidate), behaviour (smoking and drinking behaviour), or factual information (e.g.,
income), depending on its purpose. Since survey research is always based on a sample
of the population, the success of the research is dependent on the representativeness
of the population of concern (see also sampling (statistics) and survey sampling).

37
The most important methodological challenges of a survey methodologist include
making decisions on how to:

 Identify and select potential sample members.

 Contact sampled individuals and collect data from those who are hard to reach
(or reluctant to respond).
 Evaluate and test questions.
 Select the mode for posing questions and collecting responses.
 Train and supervise interviewers (if they are involved).
 Check data files for accuracy and internal consistency.
 Adjust survey estimates to correct for identified errors.

Selecting Examples:

Survey samples can be broadly divided into two types:

probability samples and non-probability samples. Stratified sampling is a method of

probability sampling such that sub-populations within an overall population are
identified and included in the sample selected in a balanced way.

Methods of data collection

There are several ways of administering a survey. The choice between administration
modes is influenced by several factors, including 1) costs, 2) coverage of the target
population, 3) flexibility of asking questions, 4) respondents' willingness to participate
and 5) response accuracy. Different methods create mode effects that change how
respondents answer, and different methods have different advantages.

The most common modes of administration can be summarized as:

 Telephone
 Mail (post)
 Online surveys
 Personal in-home surveys
 Personal mall or street intercept survey

38
  Hybrids of the above.

Response formats

Usually, a survey consists of a number of questions that the respondent has to answer
in a set format. A distinction is made between open-ended and closed-ended questions.
An open-ended question asks the respondent to formulate his own answer, whereas a
closed-ended question has the respondent pick an answer from a given number of
options. The response options for a closed-ended question should be exhaustive and
mutually exclusive. Four types of response scales for closed-ended questions are
distinguished:

 Dichotomous, where the respondent has two options

 Nominal-polytomous, where the respondent has more than two unordered
options
 Ordinal-polytomous, where the respondent has more than two ordered options
 (bounded)Continuous, where the respondent is presented with a continuous
scale

A respondent's answer to an open-ended question can be coded into a response scale

afterwards, or analysed using more qualitative methods.

Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they
are often designed for statistical analysis of the responses, this is not always the case.
The questionnaire was invented by Sir Francis Galton.

Question sequence

In general, questions should flow logically from one to the next. To achieve the best
response rates, questions should flow from the least sensitive to the most sensitive,
from the factual and behavioral to the attitudinal, and from the more general to the
more specific.

39
Basic rules for questionnaire item construction

 Use statements which are interpreted in the same way by members of different
subpopulations of the population of interest.
 Use statements where persons that have different opinions or traits will give
different answers.
 Think of having an "open" answer category after a list of possible answers.
 Use only one aspect of the construct you are interested in per item.
 Use positive statements and avoid negatives or double negatives.
 Do not make assumptions about the respondent.
 Use clear and comprehensible wording, easily understandable for all
educational levels
 Use correct spelling, grammar and punctuation.
 Avoid items that contain more than one question per item

2.5) CUSTOMER SATISFACTION

Customer service is the provision of services to customers before, during and

after a purchase. According to Turban "Customer service is a series of
activities designed to enhance the level of customer satisfaction - that is, the
feeling that a product or service has met the customer expectation."

Objectives of Customer Services

 Provide customers and staff with clear standards and expectations.
 Ensure all the customers contact reaches appropriate conclusions.
 Minimize incidences of repeat contact
 Seek to provide a seamless service for customers
 Provide equal and easy access to our services at a time, place and channel that
meet the needs of residents, businesses and other stakeholders
 Cater for customers needs irrespective of age, gender, physical or financial
ability, ethnic origin, race, religion or geographical location

40
  Provide a prompt, courteous and knowledgeable response to all customer
enquiries.
 Equip our staff to provide customers with an excellent standard of service
 Enable our customers to provide feedback easily, through complaints,
customer surveys, etc
 Use customer compliments, comments and complaints to drive improvements
to service
 Improve the speed, quality and consistency of response to enquiries by having
our information in a format that can be easily accessed

Customer Segmentation of Reliance trends

 Reliance trends target higher & upper middle class customers.

 The large and growing young working population is a preferred
customer segment.
 Reliance trends specially targets working women & home markets
who are the primary decision maker.
 Reliance also targets on the young population of the country as they
will follow fashion mostly and of reliance promotes itself as the India's
largest fashion destination.

RECENT METHODS THAT TODAYS FIRM ADOPT TO INCREASE THE

CUSTOMER SATISFACTION:

 Customer-centric attribute
 Customer care
 Customer focus
 Customer service training
 Communication
 Customer relationship management software

41
  Ask for feedback
 Quality control
 Creating customer delight

2.6) Promotional activities done by Reliance trends for driving more customers
into the store:

Reliance trends is doing different types of promotional activities with a main aim of
bringing in more customers into the stores.

Reliance is focusing on attracting customers through different types of walkin driven

activities, some of the activities done by Reliance trends in the past 2 years are as
below.

 Media plan
 Leaflets distribution & balloon distribution
 Guess the price challenge
 Event plans
 Trend stylish
 Seasonal offers
 Sponsoring college fests and corporate launches.

42
 CHAPTER-3

DEPARTMENTAL STUDY

43
 3.1) Area of study

HUMAN RESOURCE MANAGEMENT & ANALYSIS

The field or department of my research is Human Resource which focuses on from

posting job adverts to employee exit interviews, HR is responsible for mananging the
whole employee life cycle.

Why HR Is So Important in the Retail Industry

Retail wouldn't exist without customers. This concept is ingrained in every aspect and
role of retail, and HR is no different. HR can set the tone for the customer experience
through maintaining a base of service-oriented, trained and engaged employees. Here
are the three C's that HR shapes for the retail industry:

• Customer experience. When a customer is shopping for either a product or service,

the experience they have will most often determine not only if they buy but also if
they return to buy again. The people with whom the customer interacts often define
their experience.

• Culture. Creating processes and policies that support employees and enable them to
perform their jobs with minimal barriers will encourage employees to create an
environment where the customer experience is optimized.

. Capability. Getting a team of people quickly up to speed and able to serve customers'
needs includes training in both soft skills (communication, customer service, conflict
resolution, coaching) and technical skills (point of sale systems, inventory systems,
financial metrics, merchandising).

Responsibilities of HR in Retail

44
Just as in any industry, human resources plays an important role in hiring, onboarding,
and training new employees, but their duties stretch beyond that. Let's take a look at
some of the responsibilities of HR in retail.

Hiring and Onboarding :HR is responsible for hiring and onboarding new
employees. These are important times in an employee lifecycle; the candidate and
onboarding experiences often have a lasting impact on an employee's engagement and
productivity.

Since it's difficult to hire in the retail industry, you may have to approach things
differently than you normally would. When evaluating candidates, pay attention to
their attitude and willingness to learn. Often, the best employees are the ones who
come in with little experience and learn as they go. Building up your employer brand
is also a great way to find better talent- when people are excited about the brand,
they're more excited about becoming a part of the team.

Responsibilities include:

• Tracking turnover to determine hiring needs Posting jobs to job boards and the
company career page

• Screening candidates

• Conducting interviews

• Sending out offer and rejection letters

• Creating a structured onboarding process Training new hires

Training

In the retail industry, there are many different types of training that have to happen.
Corporate leaders, employees working in-store, and warehouse workers all need to
receive appropriate, job-specific training. Because of the high level of turnover in
retail, it can be tempting to focus entirely on hiring new employees and neglect
training current ones-but don't! Offering proper training will help employees fulfill
their job responsibilities more effectively, benefiting the business in the long run.
45
Responsibilities include:

• Knowing the company's training needs

. Keeping track of what training each employee has received

. Conducting workplace safety training

Scheduling

The number of customers in stores varies throughout the year, which can make it
difficult to know how many employees are needed at any given time. HR is
responsible for building schedules that take employee's needs into account while also
making sure there are enough workers to keep things up and running. To do this, you'll
want to track data over time, analyze it to determine patterns, and create schedules
around those patterns.

Responsibilities include:

• Determining how many seasonal employees to hire during the holiday season

. Creating a system that allows people to swap shifts if they can't work during their
scheduled time

• Allowing for flexible schedules to help with work-life balance

Challenges of HR in the Retail Industry

Retail is fast-paced, customer-facing and ever- changing. The nature of retail itself
drives significant challenges for HR professionals. The paragraphs below detail just a
few of the challenges specific to HR leaders in the retail industry.

Managing a Seasonal Workforce

46
Many retailers experience "seasonality" in their sales. For example, there is typically
a peak for the three months preceding Christmas followed by a sharp decline in sales.
As a result, many employers elect to hire "temporary" or "seasonal" workers.

Engaging and getting the best out of employees that know they will be gone in three
months can be very different from working with employees who intend to stay year-
round. Many employees can be hired part-time and work shifts that don't coincide
with yours. Create ways to connect with employees you may not see regularly through
technology (or maybe a written note) to ensure they are doing well and are
appreciated.

Retention and High Turnover

Turnover is the number of terminations divided by your average number of employees

during a specific period of time. Retail stores can experience well over 100% turnover
rates on an annual basis when part-timers and seasonal employees are a significant
portion of the employee base. Turnover is costly because it means needing to recruit,
hire, onboard and train the next round of employees all over again.

Managing an Often Inexperienced Workforce

Retail work doesn't often require much experience. Frequently, in fact, there is no
experience requirement. Retail is often an employee's first job. This adds a certain
complexity to the role of the HR professional in terms of onboarding. You will be
responsible for teaching the employees expected behaviors at work (how to show up
on time, how to dress, how to greet a customer or answer a phone) that extend beyond
the tasks associated directly with the actual job they were hired to do.

Theft

"Shrinkage" is the term retailers use for theft. Theft can happen either internally or
externally. According to Shopify.com, shoplifting is the single largest cause of theft.
Types of theft include return fraud, employee theft and administrative errors.

Safety

47
Safety is everyone's role. HR's role is to ensure that it's addressed as a part of
onboarding and that the policies and practices to maintain a safe working environment
are upheld at all times. Many retail employees have lifting requirements and simply
move around more than employees in other lines of work, so the chances for injury in
retail tend to be higher than in office or administrative capacities. Failing to manage
safety in the workplace can lead to costly workers' compensation suits and, worse yet,
serious personal injury.

Tips for HR Leader in Retail

When prioritizing tasks, focus on how you can impact the three C's: customer
experience, culture and capability. Attracting and hiring the right talent will have the
greatest impact on the three C's, so begin by making it as simple as possible for
candidates to apply. What is your application process like? Is it quick and easy?

Then, once you get new employees through the doors, pay attention to the following
elements of their employee experience.

Stay Current With Technology

Learn from your vendors the easiest method to train on the systems you use. Provide
your employees with helpful "cheat sheets" on how to perform common or frequent
transactions and include who to call for a list of commonly occurring issues. This may
include return or exchange processes or shipping merchandise. It may also include
how to sell or redeem gift cards or remove merchandise from inventory.

Have a Robust Training Strategy

Create a short training plan for what the employee should become proficient in during
their first week, two weeks, month and beyond. This can be done in the form of a
checklist and provided to the employee. Assign them a training buddy and provide the
checklist to them as well.

Get Feedback Early and Often

48
Don't wait for 90 days to have your first check-in with a new employee. Do it as early
as possible. Consider an informal chat at the end of their first full shift or first full
week. Create a written 30-day check-in that includes questions like "Have you been
provided with the tools you need to do your job?" "What are you enjoying about
working here?" "What can we do better?" How they experience their job will be
mirrored in how customers experience your store.

The human resource department is the most important assets of an organization. The
success or failure of any organization is largely dependent on the caliber of the people
working therein. Without positive and creative contribution from people, organization
cannot progress and prosper. That is why HR department is responsible for the proper
growth of any organization.

HR department in reliance retail have different parts which are operated by different
people and guided by the HR HEAD.

The different parts are:

1. Administration: Attending the guest, booking of hotel, arrangement of travel,

opening up of bank account, issues of SIM card, housekeeping and maintenance,
handling of personal issues , rewards and farewell preparation.

2. Recruitment and Selection: Recruitment based on two methods that is internal &
external.

3. Training and Development

4. HR Operation: Reference check, offer generation, joining formalities, induction,

issues of ID card, attendance, leaves, payroll, appointment letter, confirmation
process, PMS performance management system, reimbursement as per policy, grade
change, resignation, relieving letter, full &final statement, HR letter, Weekly analysis
report, RAG updation (requirement available gap),termination &separation, exit
interview, attrition report with their reason and their remedies to decrease.

HR and Administration clearance:

49
The due like any stationary, office equipments, bill dues, loan,etc are cleared in HR
operation department.

5. HR Compliances

EVERY RETAIL ORGANISATION HAVE THEIR SOP (store management

procedure) WHICH NEEDS TO BE FOLLOW BY EMPLOYEE WORKING
UNDER ORGANISATION. SOP IS A SET OF RULES & REGULATATION OF
RELIANCE REATAIL.

3.2) Interdependence of departments/Area under study with other departments/

operational areas:

1. Inventory Or Logistics stock management:

a). GRN (goods received note) is the first utmost duty of inventory.Their are
different time specified for PL brands (24 Hrs) and El brands (4 Hrs).
b).Radio frequency identification tags (RFID)is another important of logistics
without this tag products are not safe and are not able to identified by new
techno gadgets.
c).Handle unit: Inter stock transfer (IST) used for transferring of product from
one store to another in case of requirements of products in one store from
another store having extra stock. Goods return to distribution centre
(GRDC)this is done in case of seasonal changes like entering summer to
winter and in case of stocks don’t make sale or whether it is cut-size. Acquirer
reference number (ARN) when products are out of stock and their sale is in
demand then via the help of SAP overview data company send stock to store.
After ARN again cycle repeats from GRN to GRDC.

 SAP is software like ERP. It is used for retail industry in India.

 LPO (Loss & Prevention Officer) have duty to watch every movement
of stock inward and outward.

50
 RFID tag cleaning machine used to refresh tags

2). Commercial/ Financing:

Billing, banking, credit note and replacement all these comes under commercial part
of retail industry.

3). Visual merchandise: Visual Merchandising is the art of presentation, which puts
the merchandise in focus. It attracts and educates the customers and finally convert

Fixture

Ultimate tabel

51
into the selling process. It creates aspiration to the customer, which excites their
interest and influences their buying behavior.

CREATIVE PRESENTATION

BILLING COUNTER

52
Some relevant picture presentation of retail industry

53
OFFER POLICIES ADV.
FIRE SAFTEY POINT

HAND HELA METAL DETECTORS

CUSTOMER SERVICE DESK

54
 SENSORMETIC GATE

Billing counter SOP

55
MANNEQUINS

SINAGGES (Virtual merchandise)

56
4).Customer relationship management: Customer service associate, Customer
service desk, Net promoter score ,telecalling, Customer complaint service/ Custom
complain.
ROMA is portal used for customer complain service in reliance retail industry.
 Report of current sales, bills,product bricks can be available on Jio RO office.

57
 A JIO online shopping is also work under reliance trends.

Management information system MIS

Actual sales Report/ Expense data
(BALANCE SHEET)

58
 STORE GUIDE

AJIO APP & RR Telecalling

59
 CHAPTER-4
WORK/ASSIGNMENT/TRAINING

60
 4.1) RESEARCH METHODOLOGY

In order to cope up with the emerging challenges due to tough global competitions,
the way out for this is to produce quality products at reasonable prices. This is possible
only through an organization culture of quality consciousness and enhanced
productivity. Optimal utilization of resources especially the human resources are one
sure way of meeting this objective. That's why proper induction of an employee is
very important.

STATEMENT OF THE PROBLEM

The topic selected for the study is "A study on Human Resources Management on
Reliance Trends. The main theme of the project is the analysis and interpretation of
practices of the employees using Human Resources as a tool.

It is prepared to know whether the company is preparing well or not; performance of

the company and about its competitiveness by the analysis and interpretation of the
Human Resources Management Process.

A critical study of the effectiveness of Human Resources Management system and

suggest ways for improvement.

The problem lies in identifying relationship, mutual understanding between the

management and the employees.

The Human Resources Management system provides detailed information about

person so that the management can take appropriate steps to improve and achieve the
organization goals and help to maintain the smooth relationship between them.

 Provide feedback information about the level of achievement and

behavior of subordinate .This information helps to review the

61
 performance of the subordinate, rectifying performance deficiencies
and to set new standards of work, if necessary.
 Provide information to diagnose deficiency in employee regarding
skill, knowledge, determine training and developmental needs and to
prescribe the means for employee growth provides information for
correcting placement.

SCOPE OF THE STUDY

The scope of the research is very vast; however the total time period available was
very limited for the purpose of the study observation, analysis and conclusion. Second
important thing is on account of ethical and moral obligation of a manager disclosure
of all pertained and particular policies has got limitation because of his positional
accountability and responsibility,

Studying "organization effectiveness through Human Resources Management" of the

employee as specialized subject restrict a training, recruitment and selection, job
analysis, performance appraisal for entering into Human Resources Management of
different parameter as well as view of the company. The finding of the study can be
refried to as a reference for entire organizational policies, parameter and particles.

OBJECTIVE OF THE STUDY

This study belongs to organization effectiveness through Human Resources

Management. In this we are studying how organization is effected through Human
Resources Management. The main objective to be studied:

Main objective

To find the relation and effect of Human Resources Management with organization
effectiveness. Fragmented of the following parts:

* To understand the recruitment procedure adopted by this company.

* To identify the training and development program adopted by this company.

62
 To identify compensation salary increment policy adopted by this
organization.

Workshop going on customer relationship training by senior managers

KEY LEARNINGS FROM THE PROJECT

Firstly it was a very good experience to work and learn with a world class for
one months as it was my first step into the corporate world.

• When I saw my senior people doing each & every kind of work I came to
know how much important is each & every work. Maintaining files in
systematic manner with each & every detail is very important, if not done it
hinders the work whenever these are required for reference in medical claim
formalities, appraisal etc.

As I worked with the employees of HR department in the organization during

the project they shared their experience and learnings with me, which was a
very good opportunity I got during my project.

 I learned different HR Policies of the organization which were

unknown to me before entering to the corporate world.

63
  I also learned how much the values and culture of the organization
impacts the employees productivity. Like here the Seniors were
approachable in nature, I felt an open culture.

 I have gained some learning from every individual working here; it

might be in terms of knowledge, skills, behavior or personal traits etc.

 I have learned many small, minute things by observations, being in the

HR department for one months, which could not be learnt simply by
reading books theoretically. The practical experience was totally
different.

 I have also learnt that a HR person should be very polite, soft spoken
& good in handling people. Co-ordination with all departments is very
necessary.

RESEARCH DESIGN

Research design means a specified framework for controlling the data

collection. The research is of descriptive in nature, which could provide an
accurate picture of induction procedure conducted in the organization.
Descriptive research includes surveys and fact-finding inquiries of different
kinds. The research is of Ex post facto nature in which researcher no control
over the variables has. Statistical method lay stress on objectivity rather than
rely on intuition and judgment and average & percentages can easily be
calculated.
The statically method needs the collection of data in two forms
1. Primary data
2. Secondary data

1. PRIMARY DATA

64
 The primary data are those, which are collected afresh and for the first time,
and thus happen to be original in character. The data on the required
information is collected from actual persons using the product/ services. This
data is more suited for the objectives of the project.

2. SECONDARY DATA

The data which have already been collected by someone else or taken from
published or unpublished sources and which have been already been passed
through the statistical process.

4.2) DATA ANALYSIS

1. Gender
Particulars Frequency Valid%
Male 28 56.0
Female 22 44.0
Total 50 100.0

28
44
22
56

Analysis:
From the above table and the pie graph it is clearly observed that the number
of males entering into the reliance trends stores are more when compared to
that of females. But from the taken sample of 50 respondents, the number is
quite same.

65
 Interpretation:
From the taken sample of 50 respondents the number of males is higher than
the number of females but the number is quite same, so reliance should not
neglect on any gender as both are entering into the stores in almost same
numbers.
2. Staff was available in a timely manner.

Particulars Frequency Valid%

Stronglyagree 11 22.0
Agree 31 62.0
Disagree 8 16.0
TOTAL 50 100.0

Staff availability

8 11

31

Analysis: More than 60% of the respondents agreed that staff was available to assist
them in timely manner and 22% of respondents have strongly agreed and just 16% of
respondents disagreed.

Interpretation:

From the above data it is clearly understood that very few customers feel that staff
was not available in timely manner and the maximum of the respondents feel that staff
was available.

66
3.Where do customer usually shop for if not reliance trends

Particulars Frequency Valid%

Max 13 26
Mega mart 8 16
Brandfactory 12 24
Life style 6 12
Pantaloons 7 14
Others 4 8
TOTAL 50 100

store option avaliability

30
25
20
15
10
5
0

frequency valid% Series 3

Analysis:

From the above data it is observed that 26% prefer shopping in max, 24% prefer to
shop in brand factory, 16% in Mega mart, 14% in pantaloons, 12% in lifestyle and 8%
in other types of retail apparel stores.

67
Interpretation:

From the above analysis it is very clear that we can consider Max and Brand factory
as the close competitors of Reliance trends, Megamart and Pantaloons are also
considered as the competitors. So, Reliance trends can concentrate on doing
promotions better than its competitors for attracting more customer

Revenue of Reliance Retail FY 2010-2023

Reliance Retail reported a revenue of over 2.6 trillion Indian rupees in fiscal year
2023. This was a significant increase compared to the fiscal year 2017. This figure
made the Reliance Industries- owned retail business one of the highest earners within
the group, after
refining.

68
4.3) FINDINDS AND RECOMMANDATION:

CHALLENGES OF HR:
As retailers in India weather the economic challenges and prepare for competition
from new players, it is evident that sharpening their talent portfolio will be critical to
succeed. The key task for HR is to help shape a highly skilled, en- gaged and
productive workforce and to discover newer sources of effective talent. In an industry
that is characterized by enormous flux, change seems to be the only constant. HR's
challenging role, then, is to pre-empt industry trends, identify future business needs
and create a pool of future-ready talent.

Evidently, the challenges are many and there is no one- size-fits all formula for
success. A lot depends on how pro- actively firms pick up the warning signals. As
globalization and shifting consumerism continues to affect the retail environment, a
number of critical HR pressure points directly support profitability, including:

 Recruiting employees
 Retaining the customer
 Retaining the employee
 Organizational reputation and branding

HR objectives when addressing these challenges.

High Turnover

Retail is notorious for having a high rate of employee turn- over. This means
employees routinely come and go, which poses several challenges. Training and
developing are difficult, time consuming and constant if you constantly have to recruit
and hire new people.

Diversity

A diverse workforce is typically regarded as a good thing. It helps a retailer better

connect with its marketplace and usually leads to more and better ideas and results.

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How- ever, From an HR challenge is to manage diversity to avoid major conflicts and
promote a spirit of tolerance, teamwork and collaboration.

Misconceptions

To build a staff of competent, committed and motivated employees, retailers must

overcome a number of common challenges and misconceptions about the work
environment. Common concerns include long hours, no full-time jobs or benefits, low
pay and no growth opportunities. Overcome these challenges by going against the
industry grain is the biggest challenge of the HR.

Seasonal Demand

Retailers often experience seasonal demand fluctuations. Retailers often try to add
temporary staff during these times. They often wind up with fewer skilled and trained
workers who might not have the tools to best serve customers. These workers can also
alienate regular staff that must pick up the slack..

Building Capability

The store supervisor or manager is often young and inexperienced and has several
young store executives reporting into him. HR holds the responsibility for building
the capability of these young supervisors to lead and motivate their teams.

Increasing employee productivity

In an era of cost-cutting and wafer thin margins, HR has to focus on building

manpower efficiencies and on ways to enhance employee productivity on an ongoing
basis.

Employee engagement and communication The retail organizational structure brings

in unique challenges in terms of keeping employees in distant, diverse locations
engaged and excited about organizational goals. this is done at multiple touch points
by involving senior management across the organization.

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During the study of the project I observed different functions of the HR Department.

 I got the knowledge about the different types of HR Policies functioning in the
organization.
 I also got knowledge about how the organization is following their values in a
very sincere way.
 The emphasis is on providing proper working environment to their employees,
so that the employees can work efficiently & smoothly.

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 RECOMMENDATION:

The HR needs to come up with new initiatives for the welfare of the staffs. They
should provide recreational facilities to them, at-least once in a month the HR needs
to interact with every individual employee and address to their personal issues, and
need to highlight the same to the management. The HR also needs to be involved
with the team, understand the effort they are putting in while working for extra hours,
around fifteen to eighteen hours. The HR's job is a tough job as he has to cater to
employees coming from different background, with different grievances or queries,
need to be able to reply or solve them very positively without creating any imbalance,
thus creating harmony. At times it becomes very difficult for an HR to handle such
situations. Experience and everyday learning makes one perfect in this field. One
needs to be personally very strong as an individual to handle this role otherwise tend
to lose very early. HR's who have joined as executives and then get promoted as
managers in the Corporate office after getting exposed to tremendous knowledge and
experience in handling employees. They have then started training; mentoring and
guiding the sales team on the shop floor.

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 4.4) CONCLUSION

Retail organizations have significant business challenges ahead. In order to continue

to survive and thrive, executives must align employee performance with customer
satisfaction and loyalty as a part of a successful retail strategy. The human resource
management practices are vital for the development of any business or sector. The
HRM practices have inevitable dependence on the organized retailers.

In retail organization Human Resources is the backbone of the business. Each

employee has a big role in a small re- tail environment. Hence the HR team needs to
really take care of them and take care of their daily requirements. HR needs to take
care of their health, need to create vibrancy. Develop eloquently motivational factors
like incentives. The HR department is facing the challenges which include high
attrition rate, absenteeism, and implementation of innovative practices in the retail
outlets. Hence, from the study, it was found that the HR management practices in the
retail outlets are still in the initial stages of development. The employee facilities and
proper performance appraisal measures will always encourage the employees to
achieve the best. Hence, the retail outlets should decide and implement proper HR
practices in order to retain and develop the work force who are the assets for the
development

Therefore, the retail sector in India has been defined by experimentation, risk-taking,
trial-and-error methods. Its manpower intensive nature and unique requirements have
resulted in human resource considerations taking on para- mount importance for the
sustainable growth of the sector.

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 SUGGESTION

HRM has evolved too much because:

 The Retail Industry is a Service industry and people are its most critical
resource.
 It has built a very competitive environment
 People management is very critical as it involves cost and revenue generation.
 In India, it is a growing industry.
 Provides employment to large numbers of people Skill set required varies as
it involves both skilled and unskilled manpower HR deals with HRM and.
covers all the technical areas.

1. Human Resource Planning during a setup of a new store

a. Hiring and retaining people

b. Transferring people

c. Procurement and logistics

Listed down are critical success factors for an HR proffessional in the retail industry.
These included the following:

 Strong customer service orientation

 Effective communication skills
 Fast decision making capabilities
 Ability to collaborate and operate within a team, inter- personal skills
 Strong result orientation
 Meticulous planning
 Analytical and problem-solving abilities

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  Flexibility and ability to deal with ambiguity Creativity and innovation

RELIANCE HR POLICIES

 WORK ENVIRONMENT
 RECRUITMENT POLICIES
 EMPLOYEE RELATIONS
 ATTENDANCE AND LEAVE POLICY
 DRESS CODE POLICY
 ALCOHOL AND DRUGS ABUSE

All these above discussion of suggestion part of report should be carried out
with sincerity and integrity and should be performed well so that it will reduce
or enhanced productivity of reliance trends.

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 4.5) ANNEXURE

Questions for survey

I am undertaking a research project on human resource management &

comprehensive study of retail industry with regard to Reliance trends. Your
feedback will be useful for my project. I assure that all the information from
you will be kept confidential and will be used only for my project. Kindly give
your feedback

Name:
Gender: Email:
Occupation:
Age Group:
Mobile:

1. How frequently do you visit reliance trends store.

(a) weekly
(b)Monthly
(c) During offers
(d)Whenever need arises

2. Are you happy with the location of Reliance trends stores in the city.
(a) Yes (b) No

3. Staff greeted you and offered to help you.

(a)Strongly agree
(b) Agree
(c) Strongly disagree
(d) Disagree

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4. Staff was available in a timely manner
(a)Strongly agree
(b) Agree (c) Strongly disagree
(d) Disagree

5. Do the store provides convenient parking for customers.

(a) Yes (b) No

6. Do you like to visit reliance trends store again

(a) yes (b) no

7. Would you like to recommend reliance trends to your friends or family

(a)yes
(b)no

If no Please specify reason

8. The offers available in the store are good value for money.
(a)Strongly agree
(b) Agree
(c) Strongly disagree
(d) Disagree

9. Where do you usually shop for if not reliance trends.

Please mention here:

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10. How do you rate your experience in Reliance trends with regard to

1) Customer service
a) Excellent
(b)Good
(c)Average (d) Fair
(e) Poor

2) Easy navigation
a) Excellent
(b)Good
(c) Average
(d)Fair
(e) Poor

3) Visual Merchandising
a) Excellent
(b)Good
(c)Average
(d)Fair
(e) Poor

4) Billing counter
a) Excellent (b) Good
(c)Average
(d)Fair
(e) Poor

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Some questions related to human resource department

1. How should you prepare for an interview at reliance retail?

2. How does someone get hired at reliance retail? What are the steps along the
way?
3. What is the promotion process like at reliance retail?
4. What is the company culture at reliance retail?
5. What process is followed for appraising the performance of the employee?
6. What are you thinking about the importance of HRM?

 Any suggestions or comments on how trends can give you a better shopping
experience.

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4.6) BIBLIOGRAPHY
o https://relianceretail.com
o http://www.ril.com
o https://www.ambitionbox.com
o https://startuptalky.com
o https://www.researchgate.net
o https://www.retaildogma.com
o https://in.indeed.com/cmp/Reliance-Retail/about
o https://blogs.sap.com
o Statista.com

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