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Aditya
Birla Retail Limited re-brands its Fabmall
grocery supermarkets to more., a name reflective
of its commitment to offering consumers a
more fulfilling retail experience. The re-branding
follows the acquisition of the Trinethra Super
Retail that includes the retail brands Fabmall,
Trinethra and FabCity by Aditya Birla Retail
in January 2007. As a result of the integration
process, 68 Fabmall stores in Karnataka will
be re-branded under the umbrella of more.,
the retail brand from the Aditya Birla Group.
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 dairy products.
Speaking
on the occasion, Mr. Sumant Sinha, CEO,
Aditya Birla Retail Limited said, "The
retail market in India is reaching a point
of saturation. With the endeavour to improve
the shopping experience for our consumers,
we promise more satisfaction for every consumer
at our store. We are happy to unveil our
new retail brand and will continue to offer
more value to customers. This is an exciting
period for the Indian grocery retail industry
and we are delighted to participate in the
growth of the market."
The
acquisition of Trinethra Super Retail has
provided Aditya Birla Retail with a strong
retail footprint in South India extending
to 275 stores and over more than half a million
square feet in Andhra Pradesh, Karnataka,
Tamil Nadu and Kerala, where it is the leading
food and grocery retailer. Currently Aditya
Birla Retail has 60 stores in Bangalore, eight
stores in Mysore and 10 stores in Mangalore.
All Fabmall stores will be re-branded to more.
by January end.
Mr.
Sinha added that Aditya Birla Retail's vision
is to be among the leading retail players
in India. With the launch of more. neighbourhood
supermarkets, destination hypermarkets which
will address monthly and event-based shopping
needs will soon follow. The Group already
has stores in other parts of India and envisions
having a pan India presence covering tier
1 and tier 2 markets in the not-so-distant
future.
The
more. stores have been developed after in-depth
research to understand the needs and expectations
of the Indian consumers. more. is the answer
to the shopping needs of the Indian housewife
who wants a modern and convenient retail
destination in her neighborhood, with an
attractive and a consistent range of products.
more. assures consumers the best quality
products at the best market price.
more.
also has its own label across value, premium
and select ranges. The products follow stringent
quality norms and are available in attractive
packaging. To ensure the freshest supply
of fruits and vegetables to consumers, Aditya
Birla Retail is building direct linkages
with farmers. It is also investing in back-end
infrastructure to develop a robust supply
chain connecting households more directly
with farmers.
The
more. chain of supermarkets is spread over
convenient locations and with layouts that
allow ease of navigation. The project display
is well-orgranised and facilitates ease of
choice. The stores have been designed by Fitch,
the leading international retail design firm.
Demographic
movements in India over the last two decades
have made organised retail a necessity. The
rapid growth of this industry is confirmation
that the idea of orgranised retailing has
taken root in India. The industry is today
valued at around US$ 320 billion. Within the
organised retail sector, food and groceries
account for around 14 per cent of the total
market with potential to garner an even bigger
share of the market.
About
Aditya Birla Retail Ltd.
Aditya Birla Retail Ltd is the retail arm
of the Aditya Birla Group, a US$ 24 billion
corporation with a market capital of US$
31.5 billion and in the league of Fortune
500 companies. In May 2007, Aditya Birla
Retail Ltd launched its first store, more.
in Pune and currently has 100 stores across
the country. With the acquisition of Trinethra
Super Retail, the company will increase
its retail foothold to 300 plus stores with
re-branding of Trinethra and Fabmall stores
in South India.
For
media queries, please contact
Uma Talreja
General Manager - Marketing & Branding
Aditya Birla Retail Ltd
Email: uma.talreja@adityabirla.com
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here for
enquiries
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