RIL launches first Reliance Fresh retail store in Hyderabad

30 October 2006

Just five months after Mukesh Ambani spelt out his retail plans, Reliance's retail foray has moved at breakneck speed to open its first store in its fresh food format- Reliance Fresh in Hyderabad. CNBC-TV18 takes a look at the new store.

Reliance's Rs25,000 crore retail foray is being pitched as a friendly neighbourhood store. Dominated by fresh produce, dairy and bread, Reliance Fresh is a compact 2000 sq ft store.

Gunender Kapur, president and CEO, Foods Business, RIL, says, "In this format the focus in on fresh fruits and veggies and staple products that consumers buy very frequently from the shop."

The efficiency of Reliance's much talked about farm to folk supply chain is being put to test with this retail launch. This particular store is directly procuring from the farmers of Andhra Pradesh, Karnataka and Tamil Nadu giving it a quality and pricing advantage, something that Reliance hopes will fuel its success.

Private labels across multiple categories are expected to drive Reliance's retail formats. And with this new store comes the company's food brand 'Reliance Select'.

Kapur further adds, "At this point of time we have displayed in stores private labels in staples like rice, dhal, spices etc. so we have got a wide range of categories in which Reliance Select will be available, and in fullness of time we will get into other categories."