Reliance Industries has unveiled the much-talked about Reliance Fresh brand, the first format of the company's Rs 25,000-crore retail initiative, here on Sunday.

Simultaneously, it launched its `Reliance Select', an exclusive grocery products brand.

The store at Banjara Hills will be among a set of pilot stores the company is opening in Hyderabad on November 3.

"We are planning to test the market through our pilots in the next few months in a phased manner," Mr Gunender Kapur, President and Chief Executive (Foods Business) of Reliance's Retail Business, said.

The other formats of the retail initiative included groceries and hypermarkets.

Store products

Talking to reporters after unveiling the brand, he said the Fresh stores would offer the widest range of fruits, vegetables and dairy products.

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