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Introduction

Aditya Birla Retail Ltd.

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD
28 billion Corporation. The Company ventured into food and grocery
retail sector in 2007 with the acquisition of a south based supermarket
chain. Subsequently Aditya Birla Retail Ltd. expanded its presence
across the country under the brand "more." with 2 formats.

Supermarket & Hypermarket.

Supermarket
More. - Conveniently located in neighbourhoods, more. supermarkets
cater to the daily, weekly and monthly shopping needs of consumers.
The product offerings include a wide range of fresh fruits & vegetables,
groceries, personal care, home care, general merchandise & a basic
range of apparels. Currently, there are over 600 more. supermarkets
across the country.

Hypermarket
More. MEGASTORE - is a one-stop shopping destination for the entire
family. Besides a large range of products across fruits & vegetables,
groceries, FMCG products, more. MEGASTORE also has a strong
emphasis on general merchandise, apparels & CDIT.
Currently, two hypermarkets operate under the brand more.
MEGASTORE in Mysore and Vadodara
Clubmore. - our loyalty program, currently has a strong membership
base of over 1 million members.

Aditya Birla Retail Limited. currently has an employee strength of over


11,000. Key functions are headed by professionals with vast retail
experience in India & globally.

Quality & Value through own labels

Aditya Birla Retail Ltd provides customers a wide choice of products


under its own labels. The objective is to provide quality products at
attractive price points to customers. Since quality of the products is of
prime importance, stringent quality norms have been set and are
followed.
History

Aditya Birla Retail Limited launched their first supermarket in Pune. The
store, a part of the chain aptly named more. promises to change the
everyday shopping experience for consumers.

Currently open at Viman Nagar, more. offers a wide range of product


categories including fruits and vegetables, staples, personal care, home
care, household general merchandise, poultry, dairy products, a
pharmacy and a well-stocked bakery.

Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla
Retail Limited said, "Our belief is that we can significantly improve the
shopping experience for the entire Indian family from the husband to
kids and parents and in-laws, and more particularly make it much easier
for the housewife.

We are happy to launch our first set of stores in Pune and are hopeful
that consumers will embrace us as a part of their everyday lives."
Aditya Birla ‘More’ - Surviving in the retail space.

Organised retailing is just 3% of total retail market but still a debatable


point whether the Birlas are an early or a late entrant. Since Pantaloons,
Spencer’s, Subhiksha and Reliance have already set up a good base,
‘More’ stores may find hard to invade the territory which these stores
have already captured in their respective locations.

But even then, key factors which may influence the buying pattern of
consumers hinge on convenience in terms of distance from home,
pricing and giving the right product-mix catering to different social and
economic class. Since, organised retail has thin margins and high costs
of around 15% to the revenues (as compared to 5-6% of local grocery
stores), retail companies should promote more their in-house brands
which have a higher mark up.

Aditya Birla ‘More’ strategy to offer budget and high value private labels
under ‘More for you’ and ‘Select’ seems to be like successful UK’s Tesco
model of having separate labels with separate quality and prices for the
same product category.
Vision
To be a premium global conglomerate
with a clear focus on each business.

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

Our Values

Integrity
Commitment
Passion
Seamlessness
Speed

"Our mission is to change the way people shop. We will give them
more.” says Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group.

This statement clearly articulates what Indian consumers can expect of


the more. Chain of stores from Aditya Birla Retail Limited.
The more. for you advantage: more. Promises a world-class pleasurable
shopping experience to Indian consumers in their very own
neighbourhood. More. Quality, more. Variety, more. Convenience and
more. value are the four delivery cornerstones of the more. chain of
supermarket stores.

More. Quality
Every product at more. goes through a thorough quality check process
ensuring 100 per cent more. satisfaction.

More.Variety
Apart from a large range of national brands, shoppers will also find a
section called the Best of India, which is an assortment of unique
products sourced from across India.

The wide range of fresh fruits and vegetables along with private label
offerings under brand names Value, Select and Premium ensure that
more. variety is a promise delivered across the store.

More. Convenience
Convenient locations within easy reach of consumers and a neat,
cheerful and friendly layout, enough isle space, signage that speaks the
consumer's language aiding in identifying what she has come to shop for
easily, all go a long way in ensuring more. convenience.

More. Value
more. promises best in market pricing. Linking up directly with farmers to
source fresh fruits, vegetables and staples ensure great quality as well
as great price. Add to this, the membership program Clubmore., which
provides convenience, customised shopping solutions and savings, and
the more. value promise becomes all the more evident.

Managing Committee

Thomas Varghese, CEO - Aditya Birla Retail Ltd.

Russell Berman, CEO - Hypermarket

Satendra Aggarwal, CEO - Supermarket

Giridhar Sanjeevi, CFO

Harshvendra Soin, Chief People Officer

Shashi Sareen, Head - Quality

Vidhya Srinivasan, Head - Strategy

Manoj Krishnan, CIO

Anurag Srivastava, Head - Private Label

T V. Venkataraman, Head - Internal Audit


Awards And Achievements

Reid & Taylor Awards 2009


Aditya Birla Retail Limited was presented the prestigious "Retail Best
Employer of the Year" at the REID & TAYLOR AWARDS FOR RETAIL
EXCELLENCE...

Aditya Birla Group ranked the No. 1 Best Employer by the Hewitt -
Economic Times Survey 2007.
The US $ 24 billion Indian conglomerate, Aditya Birla Group, was
ranked number one in India and among the best in Asia...

Golden Spoon Award - Most Admired Food Retailer of the Year:


Private label F&G brand
The Coca-Cola Golden Spoon Awards honors enterprise, innovation and
achievement in the business of food...
http://www.morestore.com/abt_awards_spoon.html

Best VM at In-Store Asia Summit


more. for you supermarket won the Visual Merchandising & Retail
Design merit award for the Best VM in the Supermarket Category...
Product categories available in the stores :

• Bakery * • Home Needs & Home


• Beauty Concepts * • Home Decor Products
• Beverages • Mobile Store *
• Basic Apparels • Personal Care & Cosmetics
• Cutlery & Cookware • Processed Food
• Fruits & Vegetables • Pharmacy *
• Frozen & Dairy Products • Ready to Cook/Prepared
• FMCG Products • Foods
• Grocery • Small White Appliances *
• General Merchandise • Staples
• Stationery
• Home Care Products
• Women's Accessories

Future Trends

Aditya Birla Group plans 1,000 ‘More’ supermarkets in 3 years

Joining the Reliance Group and Wal-Mart/Bharti for a pie in country’s


nascent and high potential retail business, the Aditya Vikram Birla Group
has announced its entry into the domestic organised retail market with
an investment of up to Rs 9,000 crore over three years.
It is targetting 1,000 supermarkets in three years and plans to employ
10,000 people in a year’s time. “The group has already invested Rs 200
crore in the retail venture. We intend to be among the leading players in
India. We’ll give the Indian consumer a fundamentally better shopping
experience,” Aditya Vikram Birla Group chief Kumar Mangalam Birla
explained while outlining the details of the strategy.

With the underlying objective to enhance the shopping experience for


consumers, the new stores will continue to be built around the
proposition of Quality, Affordability and Convenience with new in-store
merchandise and a whole new retail experience. The more. stores will
offer a wide range of product categories including fruits and vegetables,
staples, personal care, home care, household general merchandise and
diary products and with Pharmacy and Bakery also in some large size
stores.

Conclusion

Our destination hypermarket caters to your monthly, weekly and special


occasion-based shopping requirements. more.MEGASTORE is a one-
stop shopping destination for your entire family, where we offer you a
top-notch experience by giving you a wide spectrum of products, while
making shopping affordable for you and your family.

More. MEGASTORE aims to bring international standards and


operations on par with the rest of the global retailers, while following
stringent quality norms for our private labels, all our manufacturer and
partners are the best in their class.
Bibliography.

1.Aditya Birla Group Companies Indian companies

Aditya Birla Retail Limited.

2. Company Journals.

3. www.google.com

4.www.morestores.com

5. www.adityabirlagroups.com