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Aditya Birla Retail to have 500 stores, re-brands Fabmall as 'More'
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Saturday, 02 February, 2008, 08 : 00 AM [IST]
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MV Chandrashekar, Bangalore
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Aditya Birla Retail Ltd has gone in for an image makeover of its Fabmall grocery supermarkets and has renamed it as 'More'. The re-branding exercise 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 first store was introduced in Pune.
The new stores will continue to offer high quality, affordable and provide convenience to customers. 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.
According to Sumant Sinha, CEO, Aditya Birla Retail Ltd, the retail market in India is reaching a point of saturation. With the endeavor to improve the shopping experience it has now unveiled a 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 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, 8 stores in Mysore and 10 stores in Mangalore. All Fabmall stores will be re-branded to More by January end.
The group already has 350 stores across the country and envisions having a pan-India presence by adding 150 more covering Tier 1 & Tier 2 cities 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 consumer. It will also have its own in-store 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 customers, Aditya Birla Retail is building direct linkages with the farmers. It is also investing in backend infrastructure to develop a robust supply chain connecting households more directly with farmers.
The More chain of supermarkets is at convenient locations. The product display is well organised and facilitates ease of choice. The stores have been designed by Fitch, the leading international retail design firm.
The retail industry is today valued at around $320 billion. Within the organised retail sector, food & groceries account for around 14% of the total market with potential to garner an even bigger share of the market.
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