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 *

Beauty Concepts *

Beverages

Basic Apparels

Cutlery & Cookware

Fruits & Vegetables

Frozen & Dairy Products

FMCG Products

Grocery

General Merchandise

Home Care Products

Home Needs & Home

Home Decor Products

Mobile Store *

Personal Care & Cosmetics

Processed Food

Pharmacy *

Ready to Cook/Prepared

Foods

Small White Appliances *

Staples

Stationery

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