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MIS report onReliance Fresh

The project report describes the study conducted on retail sector &

their supply chain system. The study was conducted at RELIANCE

FRESH located at FOOTI KOOTHI ,INDORE

Submitted to:- Submitted by:-Dr. Vishal Khasgiwala Prachi Jain

Priya Soni

Sunayani Porwal

2012

Sapient Institute of Management Studies

7/13/2012



MIS report on Reliance fresh

DATA collection:_

Primary data: Primary data is collected trough personal observation as

well as form the logistic head of the reliance fresh located at footi kothi ,

Indore.

Secondary data: Some data about the reliance fresh is collected through

the various e journals, magazines & also from various websites.




Content:

1. About Reliance Fresh……………………………………………….

2. History…………………………………………………………………

3. Growth of Reliance Fresh………………………………………….

4. Objectives…………………………………………………………….

5. Product availability………………………………………………….

6. Supply Logistics……………………………………………………..

7. Inventory management and logistics……………………………

8. Recommendations…………………………………………………..

9. Conclusion…………………………………………………………...




Introduction of reliance fresh:

About

Reliance Fresh a convenient store format, is governed by the MukeshAmbani and is the most important part of Reliance Industries retailBusiness. Reliance Ltd. has planned to invest more than Rs. 25000crores in the retail division.

It also comprises more than 560 reliance fresh stores all over thecountry. The outlet sells fresh fruits, staples, dairy products, fresh juicebars, groceries and vegetables. A distinctive Reliance Fresh outlet isaround 3000 to 4000 sq. feet and accommodates catchment area of oneto three Kilometers.

History of Reliance Fresh

The Reliance Retail had to face various difficulties before the launch of Reliance fresh, because of the various circumstances prevailing inOrissa, West Bengal and UP, along with the news focusing on the dearthof vegetables and fruits stocks. The retail business of Reliance thenminimized its exposure in vegetable and fruit business, as a result

established Reliance fresh positioning a pure super market play focusing

on various categories like IT, consumer durables, home, FMCG and food.

The retail company of Reliance may not supply the vegetables and fruitsin a few states, the Reliance Fresh decided to not to race with localwholesalers partly because of the political reasons as well as itsincapability to maintain a healthy supply chain.

Growth of Reliance Fresh

The first ever a Reliance Fresh store was established in Hyderabad,wherein the company, mainly focused on the fresh produced vegetablesand fruits at comparatively low price along with an introduction of farmto fork theory.

This was the idea, which was anticipated by the company was to take thesupply direct from the farmers and then sell straightaway to the




consumers removing the middle-men off the beaten track. Relianceintroduced several formats in the marketplace to cater to needs of common people, which includes Reliance Fresh, Reliance Super, RelianceFootprint, Reliance Timeout, Reliance Jewels, Reliance wellness, RelianceMart and Reliance Digital, to name a few.

In addition to this, the Reliance Retail also entered into a treaty withApple, which is a leading Information Technology company, to set up aseries of Apple Specialty Outlets branded as IStore, with its first everstore in Bangalore.

With an idea to produce inclusive prosperity and growth for farmers,consumers, small shopkeepers and vendor partners, Reliance Retail wasset up in order to lead the foray of Reliance Group into an organizedretail.

Objectives:-

To provide high quality products to its customers.

To reduce spoilage through its state of-the-art supply chain &

logistic networks.

To enrich customer’s shopping experience through customized

offer, private labels & ‘value for money’ merchandise.

To foster relationship with partners that will create new avenues of

value enhancement for customers.

To bolster its agribusiness & dairy value chain to support its

rapidly expanding store footprint.

To ensures fair & timely payments to farmers.

Product Availability:

Although Reliance Fresh is mainly concerned about stocking fresh

vegitables and fruits but due to some political controversy they mainly

focus on the household products and FMCG products.

The product details are listed below:




Fresh fruits

Vegetables

Chocolates

Confectionaries

Cold drinks Freeze items like butter, ice-cream etc.

House hold products

Toilet items

Spices and dry food

Office stationeries

The product displayed in shelves in such a height so that they can be

easily availed by the customers and customers can compare the product

specifications and price.

Supply Logistics:

Current supply chain of Reliance Fresh:

Always buy from local farmers, never from the mandies.

Established the rural business hubs in many parts of the country.

The objective is to make the entire value chain more effective and

responsive.

LOCAL FARMERS

COLLECTION CENTER LINKED WITH

CONSORTIUMS (here grading and

standardization takes place)

RELIANCE FRESH

OUTLETS




Inventory management and logistics:

The shelves are refilled during the mid day (generally around 2:00 to

3:00) when the customer pressure is very less. As per the store manager

they generally refilled the stores twice or thrice in a week depending

upon the sales of the products. Like as the fruits and vegetables are

highly perishable items so the stock is relatively less and are refilled

more often than others. The vegetables are kept in a low volume as they

stay only for a day, whereas the fruits kept in specially designed shelves

where the fruits stay fresh for a longer time.

As per the store manager, they have a particular source for all the

reliance stores in Indore from which the products are distributed in each

of the reliance fresh store according to the need and requirements.

Though he has not disclosed the overall inbound logistics strategy in his

store, he told the reliance fresh’s inbound logistics strategy all over the

India. They have their own Reliance Logistics Ltd. Part of Reliance

Industries Ltd, currently handles Reliance retail’s logistics service.




Recommendation (as per observations at selected location)

Reliance fresh super value must concentrate more on the fruit &

vegetable section.

With reference to the Indian shopping mentality the store has toensure that the quality of fruits & vegetables is to be maintained as

per the unorganized retail sector.

Reliance fresh must concentrate more on Customers Service

Associates (CSA) because of lack of communication with customers.

If we talk about Indore then there are only 9 Reliance fresh. So the

company must focus on opening more outlets because they are in

the business of selling daily fruits & vegetables.

Conclusion:

With the growing retail concept Reliance Fresh is really a fresh air in the

arena of vegetable and fruit market. But due to some political and local

problems all Reliance stores are not allowed to keep vegetables and fruits

according to their goal.

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