RETAIL STRATEGY OF

RELIANCE RETAIL

PRESENTED BY: PARUL MATHUR

HARISHANKAR
RASHMI RANJAN MALLA
 Topics Under Study
 Introduction

 Different Formats

 Reliance Fresh Concept

 Reliance Mart Concept

 Retail Strategy Of Reliance Fresh

 INTRODUCTION

Owner : Mukesh Ambani

Started in: November 2006
Products: Grocery items, General Merchandise
Reliance is gearing to be a major player in the Indian
Retail Revolution.

They are aggressively working on a pan-India network

of retail outlets in various formats.

State-of-the-art technology, a seamless supply chain

infrastructure and unmatched customer experience, is
what the initiative is all about.
Reliance Retail, the retail arm of Mukesh Ambani owned
Reliance group, which began rolling out its “farm to fork” retail
strategy in November, 2006, from Hyderabad.

The 100% subsidiary of Reliance Industries, entered the retail

foray involving a minimum investment of Rs 25,000 crore.

They plan to achieve a target of Rs 10-billion revenue by 2010

employing 5,00,000 people.

Reliance retail, has renamed “Ranger Farm” to Reliance Fresh

Ltd, having hived the name of their most popular format.
 Reliance Retail Products
 Food & Grocery
 Apparel & Footwear
 Consumer Durables &
Electronics
Furniture & Furnishings
 FMCG & Personal Care
Lifestyle Products and
Services
Healthcare, Financial,
Membership, Travel,
Auto and Entertainment
Services
 DIFFERENT FORMATS OF
RELIANCE RETAIL

1: Reliance Fresh

2:Reliance Mart

4:Reliance Trendz

5:Reliance Digital

6:Reliance Footprint

7:Reliance Wellness
8:Reliance Jewels

9:Reliance Super

10:Reliance Timeout
 Reliance Fresh Concept
2000 - 4000 sq. ft pilot stores selling primarily fresh
food and grocery items.

 Targeted at all income groups

Full range, consistent availability of high quality

Fruits & Vegetables

 State-of-the-art retail infrastructure and supply chain.

Modern, hygienic yet non intimidating store.
environment.
Reliance Fresh Store
Reliance Mart
 The hypermarket arm of Reliance Retail

 Inked acquisition deals for over 50 million sq

ft via franchise & direct routes.

 Target of a 100 million sq ft by 2011 to

develop its hypermarket business.

 Reliance Mart’s first hypermarket opened in

Ahmadabad on Wednesday 15th of August.
 Reliance mart
Would cover areas ranging between 1,65,000
to 2,00,000 sq ft.

40 % floor space will be earmarked for

garment brands

The rest to stock home goods, white goods,

footwear and food products.
Automotive accessories, fine jewellery and
fashion jewellery in a retail format for the first
time.
 Retail Strategy of Reliance Fresh

Merchandise Mix

Store Environment

Service Strategy

Advertising

Sales Promotion
Merchandise Mix
 FMCG: Reliance Atta, Reliance Premium white sugar, Reliance Flour
Reliance dry fruits, Reliance whole grain, Reliance iodized salt,.
Reliance pulses etc.

 It also deals with green vegetables, fruits, staple foods .

 In food business they have segregated vegetarians & non-vegetarians

by introducing a separate brand named “DELIGHT” for the non vegetarians

 They have also introduced own brands like “DAIRY PURE” for milk & ghee

And “RELIANCE SELECT” for staple food.

Store Environment
Layout
 Grid

Theme
 Natural environment

Atmospherics
 Color
 Light
 Fragrance
 Music

Centralization
 Self purchasing
 Central Cash Counter
Service Strategy
It employs self service strategy. Customer
has to look for the product himself there
will be less assistance from the store
personnel.
 Advertising

They advertise through national and local newspapers about

their products and offers
They also provide carry bags to the customers having brand
name and logo of the company.

They distribute catalogue through newspapers and to customers

entering the store.

They also use Billboards outside the store.

 Sales promotion

A variety of short term incentives to encourage purchase of

a product or service.

The sales promotion of Reliance fresh includes gifts, sampling,

Rebates, and offers like BOGO & BXGY.

Tying up with social events like Mosquito awareness program

launched by ALLOUT it made people aware about the diseases like
Dengue & Malaria.

Pollution free campaign on EARTH DAY.

Reliance publishes magazines known as “Money Life”
Which provides information about the investments and
Market trends.

It uses In store promotions to good effect. POP displays

are being used to communicate with the customer.

Leaflets are also being distributed to every customer entering

the store to promote the existing as well as the forthcoming
products.
Logistics

SCM
Reliance fresh has a very good supply chain integration.

As it buys directly from producers in bulk amount it reduces

Operation cost .

By controlling both ends of the chain it can buy cheap and sell
dear, hence creating a monopolistic situation.
Reliance Retail Future
 Aims to launch 700 Reliance Town Centre
(RTC) in the country to cater to population
below 3 lakh.

 These centres will house everything that a

town needs. first Centre by December.

 More centres next year across the country

and the company aims to introduce first RTC
in north India.
Conclusion
 Given their strong business acumen and
huge resources it has become a strong
force to reckon with in retail sector.
THANKS FOR BEING
GOOD LISTENERS