Aditya Birla Retail's supermarket brand more. launch in AP

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Aditya Birla Retail Limited today announced the rebranding of the Trinethra grocery retail supermarkets to more., a name reflective of its commitment to consumers. The rebranding follows the acquisition of the Trinethra stores by Aditya Birla Retail Limited last year. As a result of the integration process, 105 Trinethra stores in Andhra Pradesh will be rebranded and 12 new stores have already been launched under the umbrella of more. the retail brand from the Aditya Birla Group.

 

Speaking on the occasion, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "With today's launch the discerning customers of Trinethra will have multiple benefits. While customers continue to enjoy the value benefits provided by Trinethra stores, they will now benefit with the more. advantage of even better quality with an enhanced in-store experience. We have ensured that the customers get more benefits at no additional increase in their spend. We are able to ensure this with our superior sourcing, efficient management of backend and front-end operations and deploying technology extensively."

 

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. 

 

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 the key states of Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the leading food and grocery retailer. Before the launch of 'more.' stores, Hyderabad had 79 stores, Vizag had 16 stores and Vijayawada had 10 stores. Currently Aditya Birla Retail has 86 stores in Hyderabad, 17 stores in Vizag and 14 stores in Vijayawada. All Trinethra stores will be re-branded to more., by end February.

 

Mr. Andrew Denby, CEO, Supermarkets, added that Aditya Birla Retail's vision is to be among the leading retail players in India. The launch of more. neighborhood supermarkets, will be soon followed by destination hyper markets which will address monthly and event-based shopping needs. The group already has stores in other parts of India and envisions having a pan India presence covering Tier 1 & 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 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 and with layouts that allow ease of navigation. The product display is well organized and facilitates 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 organized retail a necessity.  The rapid growth of this industry is confirmation that the idea of organized retailing has taken root in India. The industry is today valued at around US$ 320 billion. Within the organized retail sector, food & groceries account for around 14% of the total market with potential to garner an even bigger share of the market.

 

Sourced From: Perfect Relations Limited