RETAIL MANAGEMENT Reliance Fresh
RETAIL
MANAGEMENT
Retail Mix-Reliance Fresh
Submitted By:
Donna Antony
P13176
COMPANY PROFILE:
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani The company already has in excess of 560 reliance fresh outlets across the country. They started their retail journey in
November 2006 with its first Reliance Fresh store. Today it operates in over 93 cities across
India with 700+ stores with a family of over 13 million happy customers. Reliance Fresh is not only the largest grocery retailer in the country but also the only retailer who has successfully fulfilled entire spectrum of Indian consumer's needs as it provides good quality Fresh produce,
Dairy & bakery products over and above the staples and FMCG products. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.
HISTORY:
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevailing in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned.
When the first Reliance Fresh store opened in Hyderabad, not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower
MANAGEMENT
Retail Mix-Reliance Fresh
Submitted By:
Donna Antony
P13176
COMPANY PROFILE:
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani The company already has in excess of 560 reliance fresh outlets across the country. They started their retail journey in
November 2006 with its first Reliance Fresh store. Today it operates in over 93 cities across
India with 700+ stores with a family of over 13 million happy customers. Reliance Fresh is not only the largest grocery retailer in the country but also the only retailer who has successfully fulfilled entire spectrum of Indian consumer's needs as it provides good quality Fresh produce,
Dairy & bakery products over and above the staples and FMCG products. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.
HISTORY:
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevailing in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned.
When the first Reliance Fresh store opened in Hyderabad, not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower