INTRODUCTION

What is Retail
1

Retailing includes all the activities involved in selling goods or services directly to final consumer for personal, non business use. A retailer or retail store is ant business enter price whose sales volume come primarily from retailing.

History of Retail Sector

The word "Retail" originates from a French-Italian word. Retailer someone who cuts off or sheds a small piece from something. Retailing is the set of activities that mar ets products or services to final consumers for their own personal or household use. It does this by organi!ing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a "erson or Agent or Agency or #ompany or $rgani!ation who is instrumental in reaching the %oods or &erchandise or 'ervices to the (nd )ser or )ltimate #onsumer. Retail is India*s largest industry. It accounts for over +, per cent of the India*s %-" and around eight per cent of the employment. Retail sector is one of India*s fastest growing sectors with a . per cent compounded annual growth rate. India*s huge middle class base and its untapped retail industry are ey attractions for global retail giants planning to enter newer mar ets. -riven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is e/pected to grow 0. per cent annually. It is e/pected that retail in India could be worth )'1 +2.-0,, billion by 0,+3. (merging mar ets such as India and #hina are the final frontier for retail ta ing the focus away from saturated 4estern mar ets. 'ince 0,,+, 56 global retailers entered 6, new mar ets, but at the same time, +2 retailers left mar ets in 0,,.. The Indian retail industry in valued at about 17,, billion and is e/pected to grow to 1502 billion in 0,+, and 1372 billion in 0,+.. $nly three percent of Indian retail is organi!ed. Retailers of multiple brands can operate through a franchise or a cash-and-carry wholesale model. The Indian retail environment has attained 1 0+,bn 8uiche, witnessing a strong development pace of five percent per year as per latest survey by "rice 4aterhouse #oopers. As per the estimation 0,, malls, presenting additional .,mn s8ft of retail space will be ready in ne/t two years. (/isting retail space in +3, malls is nearly. 2

70mn s8 ft

Indian Retail Market The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly +,,, have come up in the recent past, generating 0,mn s8 ft. retail space, e/tending more space of about +0mn s8ft to it. 9early 3,malls are on the verge of completion and may be operational by the end of current financial year. A forecasted number of nearly 0,, malls, in a move to ma e additional .,mn s8ft of retail space, will be completed within the ne/t two-years. Indian retail industry is e/panding itself most aggressively: as a result a great demand for real estate is being created. Indian retailers preferred means of e/pansion is to e/pand to other regions and to increase the number of their outlets in a city. It is e/pected that by 0,+,, India may have 3,, new shopping centers. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 6; annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. 'ince at present 3,; of the Indian grocery bas et consists of non- branded items. The global retail giants li e 4al-&art, %ap, Tesco, <ersace, =mart> '(AR', #arrefour, ?ARA, F#)=, Fendi, 9(@T, &other #are, l=(A, Trussed, -=9A and -ebenhams have made plans to march in the Indian mar et. ('"RIT, %)('', #hanel, &ango and many other global mar ed their presence in India by implementing licensing and franchisee agreements. The global retailers on the line of control,

awaiting the green signal from %ovt. to enter Indian retail mar et. Bowever, the current scenario has encouraged Indian players to speed up retail e/pansion and fresh retail ventures. #ompanies li e 'hoppers 'top, Trent, Reliance, Cifestyle, "antaloons Tarnish8, #rossroads, A barallys* and Tanish8 already have planned to invest over Rs .,,,,cr. Trent is on the edge to ta e both its brands *'tar India Da!aar* and *4estside* to new cities, meanwhile 'hoppers* 'top has recently geared up for e/pansion of present ones and to add ++ new stores including two hypermar ets. Also, "antaloon has planned to add eight *Dig Da!aar* malls within the ne/t 3 to E months. After partition, Reliance Industries Ctd FRICG is substantially getting ready to enter in field of retailing. RIC is poised to emerge as the single largest player in this sector. $n the other hand, ToscoHs, 4all-&arts or 'afeway does ultimately enter in the country. 'o finally, 'hoppers* 'tops, 4estside, "antaloons and 4est sides in coming years have will face stiff competition.

Str!ct!re of Retail Sector

The retail industry continued in India in the form of =aranaHs till +6E,. 'oon, following the moderni!ation of the retail sector in India, many companies started pouring in the retail industry in India li e Dombay -yeing, %rasim etc. As has been mentioned earlier the retail sector in India can be widely split into the organi!ed and the unorgani!ed sector.

Or"ani#ed Retail Sector

After ., years of unorgani!ed retailing and fragmented =iranas stores, the Indian retail industry has finally begun to move towards moderni!ation, 'ystemati!ation and consolidation. Today, moderni!ation is the catch phrase and the ey to understanding retail in the ne/t decade. Traditionally retailers have had locali!ed operations. This locali!ed nature of the industry is #hanging as retailers face lower growth rates and threatened profitability in home &ar ets.

$rgani!ed Retail &ar et

This locali!ed nature of the industry is #hanging as retailers face lower growth rates and threatened profitability in home &ar ets. 9ew geographies help them sustain top line growth in Addition to enabling global sourcing and encasing on global advantages of getting the best products at optimum prices. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households, as a result of good performance of IT, 'ervice and Infrastructure sectors. &ore and more players are entering the retail business in India to introduce new formats li e malls, supermar ets, discount stores, department stores and even changing the traditional loo s of boo stores, chemist shops, and furnishing stores.

Or"ani#ed retail for%ats &re'alent "lo(ally

S!&er%arkets) 'elf-service 5,,,-0,,,, s8 ft stores with shopping carts typically focused on regular groceries, household goods and personal care.

Hy&er%arkets) Buge stores over 5,,,, s8ft situated outside the town with ample par ing space aimed for bul purchases stoc ing electronics, furniture and clothing. #arrefour is the global maIor in this format. *

Mass %erchandisers) Carge destination stores that sell everything at competitive prices. They have cross-country chain operations with centrali!ed sourcing and a hub-and-spo e distribution. &icro and 'am*s #lub are leading players in this format. Disco!nters) Aimed at bargain buyers offering less choice but deep discount on bul sourcing deals through controlled inventory. Aldi is the world leader in this format. Con'enience Stores) 'mall stores located at convenient points li e petrol stations wor ing round the cloc .

Unor"ani#ed Retail Sector

The unorgani!ed retail sector basically includes the local =iranas, hand cart, the vendors on the pavement etc. This sector constitutes about 6E; of the total retail trade. As 2,; of the employment is generated in Agriculture sector, hence this form of retailing is widely seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players, but government cannot neglect the interests of small players. $ne of main reason of not opening this sector to F-I is it may shrin the employment in the unorgani!ed sector and e/pand that in the organi!ed.

Retailin" +or%ats in India

Malls) The largest form of organi!ed retailing today located mainly in metro cities, in pro/imity to urban outs irts. Ranges starts from 3,,,,, s8ft. To 2, ,,,,,, s8ft and above they lend an ideal shopping e/perience with an amalgamation of product, service and entertainment, all under a common roof. (/amples include 'hoppers 'top, "yramid, and "antaloon. S&ecialty Stores) #hains such as the Dangalore based =ids =emp, the &umbai boo s retailer #rossword, R"%*s &usic 4orld and the Times %roup*s music chain "lanet &, are focusing on specific mar et segments and have established themselves strongly in their sectors. Disco!nt Stores) As the name suggests, discount stores or factory outlets, offer discounts on the The product category can range from a variety of perishable> non perishable goods. De&art%ent Stores) &R" through selling in bul reaching economies of scale or e/cess stoc left over at the season.

-epartmental 'tores are e/pected to ta e over the apparel business from e/clusive

brand

showrooms. Among these, the biggest success is = RaheIa*s 'hoppers 'top, which started in &umbai and now has more than seven large stores Fover 7,,,,, s8. ftG across India and even has its own in store brand for clothes called 'top. Hy&er %arts-S!&er%arkets) Carge self service outlets, catering to varied shopper needs are termed as 'upermar ets. These are located in or near residential high streets. These stores today contribute to 7,; of all food J grocery organi!ed retail sales. 'uper &ar ets can further be classified in to mini supermar ets typically +,,,, s8ft to 0,,,, s8ft and large supermar ets ranging from of 7,.,, s8ft to .,,,, s8 ft. having a strong focus on food J grocery and personal sales. Con'enience Stores) These are relatively small stores 5,,-0,,,, s8. feet located near residential areas. They stoc a limited range of high-turnover convenience products and are usually open for e/tended periods during the day, seven days a wee . "rices are slightly higher due to the convenience premium. Mo(.s ) &ulti Drand outlets, also nown as #ategory =illers, offer several brands across a single product category. These usually do well in busy mar et places and &etros.

So%e of the Milestone of Indian Retail

Retail in India is still at a very early stage. &ost retail firms are companies from other industries that are now entering the retail sector on account of its ama!ing potential. There are only a handful of companies with a retail bac ground. $ne such company is 9ilgiriHs from Dangalore that started as a dairy and incorporated other areas in its business with great success. Their achievement has led to the arrival of numerous other players, most with the bac ing of large groups, but usually not with a retail bac ground. &ost new entrants to the India retail scene are real estate groups who see their access to and nowledge of land, location and construction as prime factors for entering the mar et. 9ew retail stores have traditionally started operations in cities li e &umbai and -elhi where there has been an e/isting base of metropolitan consumers with ready cash and global tastes. The new perspective to this trend is that new entrants to the retail scenario should first enter smaller cities rather than focusing entirely on the metroHs. 'pending power in India is not concentrated any more in Iust the 5 metros F-elhi, &umbai, /

#hennai, and =ol ataG. 'maller but upcoming cities li e #handigarh, #oimbatore, "une, Ahmadabad, Daroda, Trivandrum, #ochin, Cudhiana, 'imla etc will fast be catching up to the metroHs in their spending capacity. #ities in south India have ta en to the supermar et style of shopping very eagerly and so far the ma/imum number of organi!ed grocery and department stores are in #hennai, Dangalore and Byderabad. The north has a long way to go to come up to par. International stores now prefer to gauge the reaction of the public in these cities before investing heavily in a nationwide e/pansion. &ilo, the 'wiss childrenHs wear retailer, recently opened up its first store in #hennai, bypassing -elhi and &umbai. Desides the urban mar et, IndiaHs rural mar et has Iust started to be seen as a viable option and companies who understand what the rural consumer wants will grow to incredible heights. The bul of IndiaHs population still live in rural areas and to be able to cater specifically to them will mean generating tremendous amounts of business. Dusiness, specifically retail business must focus on the most important factor in the Indian mind-set----<alue for &oney. Indian consumers are ready to pay almost any amount of money for a product or service as long as they feel they are getting good <alue for &oney. This is often misconstrued as being tight fisted or interested in lower priced and>or lower 8uality products. In the past decade, international companies entering India FCeviHs, "epe, Tommy Bilfiger, &ar s and 'pencer, &angoG have generally offered moderately priced to e/pensive items. They have aimed for the upper-middle and rich classes of Indian society. These are consumers who travel abroad often and can buy these items overseas 8uite easily. Instead, international companies should be focusing on the lower and lower-middle classes of India. This is where the real potential is, the aspiration class of consumers who want to lead a better lives and believe in education, hard wor and absorb nowledge from every possible angle. The phenomenal success of Dig Da!aar, "antaloons version of 4al-&art, is proof that there is enormous potential in providing products and services to this class of consumers. Indians are very curious by nature and will try everything at least once before reIecting it. The initial successes of =F# in India proved that Indians could ma e a success of most new ventures entering India but reIect a concept once they have tried and tested the offering and found nothing worth going bac for. The menu at =F# was rather boring and insipid to the Indian consumer who is used to the innumerable combinations and permutations of street food. For their second run in India, =F# re-thought its menu and has been very successful 0

mar eting at specific groups within India, li e the "unIabiHs who have 8uite a history of loving the #hic en leg and have made the #handigarh outlet a huge success. A #ompanies entering India cannot have Iust one game plan to apply to the entire country as the people, their tastes, the lifestyle, the budgets etc are all too divergent. International entrants must enter each mar et specifically focusing only on that area to be successful. &etrosK -elhi, &umbai, #hennai and =ol ata. 'econd rung but will soon outpace metrosK Byderabad, Dangalore, Ahmadabad, %orgon, "une, Daroda. 'mall and developing fastK #handigarh, #oimbatore, Trivandrum, Faridabad, Cudhiana, #ochin, 'imla, &ysore.

Retail Sector Refor%s

The government discussion paper is seen testing the appetite in Asia*s third-largest economy for a reform closely watched by global retail giants such as 4al-&art 'tores and #arrefour. "In my view the benefits far outweigh the ind of concerns, the ind of damage which people feel opening up retail can cause," said R.". 'ingh, secretary at the ministry of trade and industry. India*s retail sector is largely closed to foreign firms and favours small mom and pop stores, with .+ percent foreign direct investment allowed only in single-brand retail while multibrand retail is restricted to cash-and-carry or wholesale outlets. $pening up the ey retail sector would ease massive supply bottlenec s that have helped eep inflation stubbornly high. "lans to open up the multi-brand retail sector stalled during "rime &inister &anmohan 'ingh*s first five-year term amid vocal protests from his former leftist allies and fears over the future of small family-run outlets. Dut 'ingh*s ruling #ongress party has lately signaled its resolve to push bold reforms, deciding to free up fuel prices despite fears of a voter bac lash. The discussion paper could pave the way for another maIor policy shift. Cast wee *s paper is the second to test attitudes to lifting investment caps in sectors eagerly watched by investors. The first suggested almost tripling the foreign direct investment cap on defense e8uipment production to 25 percent.

4al-&art is already present in India through cash-and-carry stores supplying in bul to fuel Dharti*s retail stores, but it wants to enter India*s retail mar et with offerings from groceries to clothes.

Ma2or 3layer of Retail Sector

The Indian retail sector has been euphoria over the last five years. India topped the A.T. =earney*s %lobal Retail -evelopment Inde/ for two consecutive years and this has infatuated Indian as well as foreign retail players to go gaga on the merchandising trac . According to geographical e/pansion, -elhi>9#R and &umbai are the felicitated regions as the top companies have rated the spending potential of consumers in the vicinity of the national capital and the financial capital as e/cellent. $ther metros such as =ol ata, #hennai, Byderabad and Dangalore have caught the sight of investors but their fortunes are yet to be illuminated. #ompanies li e the Future %roup, Reliance, Dharti- 4al-&art, -CF etc. have shown the way for other to enter. The countries are e/pecting a surge in the growth sprint and letHs hope for the best. Top #ompaniesK An analysis

Big Bazaar is a chain of department stores in India, currently with 75 outlets. It is owned by the Pantaloon Retail India Ltd, uture !roup. It wor"s on the same economy model as #al$ %art and has considerable success in many Indian cities and small towns. &he idea was pioneered by entrepreneur 'ishore Biyani, the ()* of uture !roup. (urrently Big Bazaar stores are located only in India. It is the biggest and the fastest growing chain of department store and aims at being +5, stores by the end of year -,.,. It offers all types of household items such as home furnishing, utensils, fashion products etc. It has a grocery department and /egetable section "nown as the ood Bazaar and its online shopping site is "nown as utureBazaar.com. &he real estate fund management company promoted by the uture !roup e0pects to de/elop more than 5, pro1ects across India co/ering a combined area of more than .2 million s3. ft. *n 4pril . -,,7, Big Bazaar had to shut its outlets in %umbai as the .-, retrenched employees called a stri e with the support of Dhatia =amgar'ena Fthe trade )nion wing of 'hiva 'anaG. Cater the management agreed to reinstate the sac ed wor ers. 14

"antaloon Retail India Ctd, is IndiaHs leading retail company with presence across food, fashion, home solutions and consumer electronics, boo s and music, health, wellness and beauty, general merchandise, communication products, (-tailing and leisure and entertainment. Bead8uartered in &umbai FDombayG, has over 5., stores across 7, cities in India and employs over +E,,,, people. "antaloon founded by &r. =ishore Diyani. The company owns and manages multiple retail formats catering to a wide cross-section of the Indian society and its width and depth of merchandise helps it capture almost the entire consumption bas et of the Indian consumer. Founded in +6E2, as a garment manufacturing company, "antaloon Retail forayed into modern retail in +662 with the opening up of a chain of department stores, "antaloons. In 0,,+, it launched Dig Da!aar, a hypermar et chain, followed by Food Da!aar, a supermar et chain. It went on to launch #entral, a first of its ind, seamless mall located in the heart of maIor Indian cities. 'ome of its other formats include, #ollection I Fhome improvement productsG, (-?one Fconsumer electronicsG, -epot Fboo s, music, gifts and stationeriesG, all Ffashion apparel for plus-si!e individualsG, 'hoe Factory FfootwearG and Dlue ' y Ffashion accessoriesG. It has recently launched its retailing venture, futureba!aar.com. In India*s chaotic mar ets, =osher Diyani is the unchallenged ing of retail. Be has the nac of catching rivals off-guard and stri ing where it hurts most. And now that he*s set himself the tas of retaining control of the largest retail space in the country, he won*t let anyone suppliers or international promoters included - catch him slac ing. The latest to face the wrath of the 57-year-old is 'outh African hypermar et 'hop rite, which opened shop in &umbai last month through a franchise agreement with local company 9ormal Cifestyle. The hypermar et began retailing products from big boys 9estle, )nilever and "rocter J %amble at consumer discounts of 0,-7, per cent, lower than even Diyani*s purchase prices in his Dig Da!aar and Food Da!aar stores.

11

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by &r.&u eshAmbani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest Rs 0.,,, cores in the ne/t 5 years in their retail division and plans to begin retail stores in 2E5 cities across the country. The Reliance Fresh supermar et chain is RICHs Rs 0.,,,, crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 0,++. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh Iuice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Desides, the stores would provide direct employment to . la h young Indians and indirect Iob opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and 8uality services for part-time Iobs. Reliance Fresh recently F05th Lan, 0,,2G opened several "Fresh" outlets in #hennai, 9ew -elhi, Byderabad, Laipur, &umbai, #handigarh, Cudhiana increasing its total store count to 5,. Reliance is still testing its retail concepts by controlled entry beginning in the southern states.

'ubhi sha is an Indian retail chain with more than 23, outlets selling groceries, fruits, vegetables, medicines and mobile phones. It was started and is managed by &r. R. 'ubramanian, II& Ahmadabad alumni. Be also plans to invest Rs..,, crore to increase the number of outlets to 0,,, across the country by 0,,6. 12

-erived from the 'ans rit word, 'ubhi sha or "giver of all things good", It opened its first store in Thiruvanmiyur in #hennai in &arch, +662 with an investment of about Rs. . la h. The retail chain has seen a considerable growth by offering goods at cheaper rates and thereby increasing its customer base. It is also dubbed as India*s largest retail chain. <ision to deliver consistently better value to Indian consumers, has guided 'ubhi sha to deliver savings to all consumers on each and every item that they need in their daily lives, 73. days a year, without any compromise on 8uality of goods purchased. 'ubhi sha now has the pan Indian presence with stores across -elhi, )", "unIab, Baryana, %uIarat, &aharashtra, A", =arnata a and T9. It has recently commenced operation in =erala also. Today, it is a multi-location, professionally managed and vibrant organi!ation. 'ubhi sha now has even opened 'peciali!ed &obile shops called 'ubhi sha &obile where mobiles are sold at a discounted price. 'pread across more than 6, cities. Aou can now locate the nearest 'ubhi sha store in your area with the 'tore Cocators. I#I#I <enture #apital has a 05; sta e in 'ubhi sha.

INTRODUCTION O+ R5T6I7M677 8ISIT5D R57I6NC5 +R5SH

Co%&any 3rofile
Type Founded Bead8uarters Industry K Bypermar et K 0,,E K &umbai, India K Retail 1$

=ey person "roducts "romoter "arent

K &r, &u esh Ambani K +,,,,, K Fulchand "atel K Reliance industry ltd. K Aap i hushi Bamari hushi

"unch line

History of Reliance +resh

Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by &u esh Ambani. Reliance plans to invest in e/cess of Rs. 0.,,, crores in the ne/t 5 years in their retail division. The company already has in e/cess of .3, reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh Iuice bars and dairy products.A typical Reliance Fresh store is appro/imately 7,,,-5,,, s8uare. Feet and caters to a catchment area of +-0 m.%iant #orporation li e wal-mart and reliance has started to try and ta e over the Indian retail sector. The entry of the giant corporate retails in IndiaHs food mar et will have direct impact on IndiaHs 3., million farmers and 5, million people employed in tiny retail. &ore than 33,, mega stores planned with Rs. 5,,,,, by 0,++.The Reliance Retail had to face various difficulties before the launch of Reliance fresh, because of the various circumstances prevailing in $rissa, 4est Dengal and )", along with the news focusing on the dearth of vegetables and fruits stoc s. The retail business of Reliance then minimi!ed its e/posure in vegetable and fruit business, as a result established Reliance fresh positioning a pure super mar et play focusing on various categories li e IT, consumer durables, home, F&#% and food.The retail company of Reliance may not supply the vegetables and fruits in a few states, the Reliance Fresh decided to not to race with local wholesalers partly because of the political reasons as well as its incapability to maintain a healthy supply chain. 9ro:th of Reliance +resh The first ever a Reliance Fresh store was established in Byderabad, wherein the company, mainly focused on the fresh produced vegetables and fruits at comparatively low price along with an introduction of farm to for theory.

1*

This was the idea, which was anticipated by the company was to ta e the supply direct from the farmers and then sell straightaway to the consumers removing the middle-men off the beaten trac . Reliance introduced several formats in the mar etplace to cater to needs of common people, which includes Reliance Fresh, Reliance 'uper, Reliance Footprint, Reliance Timeout, Reliance Lewels, Reliance wellness, Reliance &art and Reliance -igital, to name a few. In addition to this, the Reliance Retail also entered into a treaty with Apple, which is a leading Information Technology company, to set up a series of Apple 'pecialty $utlets branded as I'tore, with its first ever store in Dangalore. 4ith an idea to produce inclusive prosperity and growth for farmers, consumers, small shop eepers and vendor partners, Reliance Retail was set up in order to lead the foray of Reliance %roup into an organi!ed retail. Ti%e ;ee&in" Syste% of Mall 8isited The wor ing Bours of Reliance super is from +, of morning to +, of night. Two shifts are there. +,am to 5pm and 5pm to +,pm Mission 6nd 8ision of Reliance Retail 7i%ited Mission Reliance Retail Cimited has grown into an organi!ation that caters to millions of customers, thousands of farmers and vendors. Dased on its core growth strategy of bac ward integration, Reliance Retail Cimited has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. %ive all ind of service to customer and give best ind of product. To achieve a higher level of prosperity, integrity and effective service to our customer, which can create high customer satisfaction and loyaltyM 8ision Reliance Retail Cimited rapidly e/panded the stores networ it operates through strategic partnerships with world-class companies such as &ar s J 'pencer and "earl (urope. RRC also entered into an e/clusive distribution arrangement with Asics #orporation Lapan to mar et Asics brands of shoes. and accessories in India. RRC has recently opened its flagship store under its franchise agreement with Bam leys and plans to e/pand the store networ in 1,

the coming year. RRC has also e/panded its presence in business-to business office supplies through its Ioint venture with $ffice -epot.

Mana"in" <odies=<oard Of Director

><et:een %y &ast? the &resent and the f!t!re? there is one co%%on factor) Relationshi& and Tr!st. This is the fo!ndation of o!r "ro:th.>

ShriDhir!(haiH.6%(ani Founder #hairman Reliance %roup

1/

Shri M!kesh D.6%(ani #hairman J &anaging -irector

Shri Nikhil R. Mes:ani (/ecutive -irector

Shri Hital R. Mes:ani (/ecutive -irector

Shri 3MS 3rasad (/ecutive -irector

5@ec!ti'e %ana"er-Aparachit maheta HR %ana"er-=ishan sata

10

Or"anisation Str!ct!re

6:ards 6nd 6chie'e%ents

&u esh -. Ambani received the )nited 'tates of America-India Dusiness #ouncil F)'ID#G leadership award for >9lo(al 8ision> 0,,2 in 4ashington in Luly 0,,2.

&u esh -. Ambani was conferred the Asia 'ociety Ceadership Award by the Asia 'ociety, 4ashington, )'A, &ay 0,,5. &u esh -. Ambani ran ed +7th in Asia*s "ower 0. list of The &ost "owerful "eople in Dusiness published by Fortune maga!ine, August 0,,5. &u esh -. Ambani is (conomic Times Dusiness Ceader of the Aear. 11

&u esh Ambani was ran ed as the 25th &ost Trusted Individual in India in an early 0,+, survey conducted by the Indian edition of Readers* -igest maga!ine

Distri(!tion Channel
Man!fact!rer

Stock Unit

Retail %all

Cons!%ers

24

21

Co%&etitors of Reliance +resh

+. Dig Apple

0. &ore

7. 'ab a Da!aar

5. 'ubhi sha

22

.. Fair "rices

3.

'pencers

R5S56RCH M5THODO7O9A

Research Methodolo"y
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the

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various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them.

O(2ecti'es
+. To get a sense of how well your company is serving customers. 0. To 8uic ly reveal customer service problems that needs to be addressed. 7. To measure overall customer satisfaction level.
5. To find potential opportunities for serving your clients that you may be missing.

Research Desi"n
9on-"robability #onvenience 'ampling The sources of information are both primary J secondary.

3ri%ary Data
+. Nuestionnaire 0. Face to face tal ing.

Secondary Data
+ 0 7 5 . 3 2 Internet, Doo s, Lournals, 9ewspaper, Annual report, -atabase available in the library, #atalogues and presentations.

Sa%&le
9on "robability samples 2*

9on-probability samples are those based on convenience sample. Con'enience sa%&lin" 4hen population elements are selected for inclusion in the sample based on the ease of access, it can be called as convenience sampling.

Sa%&le Si#e
The sample si!e of 244 persons is used for the completion of research. Collectin" the dataK NuestionnairesK

Tar"eted &o&!lation Sa%&le !nit

To define sampling unit, we are aware of who is to be surveyed for this proIect. In this proIect sampling unit is those, whether male, female, student, employer, employee or retired who are coming it is immaterial that they have purchasing or not.

Instr!%ent for Data Collection

3ri%ary data- 8uestionnaire Nuestionnaire consists of a set of 8uestions presented to respondents. Decause of its fle/ibility, it is by far the most common instrument used to collect primary data. Secondary data Doo s, Reports, Lournals, %oogle,etc.

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D6T6 6N67ASIS 6ND INT5R3R5T6TION

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No. of res&ondents

3ercenta"es +2. E2.. 0. +0.. 0,, +,,

6nalysis and S!""estion

This chart shows that out of total 0,, surveyed respondent +2. people visited reliance fresh and 0. respondents do not ever visit reliance fresh. In the terms of the percentage E2..; respondents visited reliance fresh rest of respondent means +0...; not ever reliance fresh which shows the awareness among the respondent about the reliance fresh.

20

0. B$4 FR(N)(9TCA -$ A$) <I'IT(- AT R(CIA9#( FR('BM 3artic!lars NO. of Res&ondent 3ercenta"e -aily 0. +5 4ee ly E, 53 &onthly .0 7, Fortnightly +E +, Total +2. +,,

6nalysis and S!""estion This chart shows that how fre8uently visited reliance fresh by respondent. -aily visited 0.; respondents so negative point,53 ; of respondent visit Reliance Fresh 4ee ly,7, ; of respondents visit Reliance Fresh &onthly,+,; of respondents have visited fortnightly. 0. respondents visited daily Reliance Fresh, E, respondents visit wee ly, .0 respondents visit monthly and +E respondents visited fortnightly. $n term of above survey, no. of respondent visit Reliance Fresh wee ly more as compare to daily, fortnightly, monthly.

21

7. IF A(' TB(9, -$(' A 'B$""I9% #ART $R DA'=(T R(A-ICA A<AICADC( $9 TB( (9T(RI9% TB( 'T$R(M 3artic!lars NO. of Res&ondent 3ercenta"e Aes +30 67 9o +7 2 Total +2. +,,

6nalysis and S!""estion About bas ets>carts availability, 67 ; gave positive response and 2 ; gave negative response. For ease to carry the products, carts and bas ets must be in the reach of the customers. &ost of the customerHs complaint that almost every bas et contains some dust and litter. They must be clean on daily basis, it is mandatoryO.but nobody cares.

5. -$ A$) '(( #C(A9 FC$$R, 'B(C<(' A9- -I'"CAAM 4

Particula rs YES NO

No. of Percenta Respondents ge 158 90 17 10

6nalysis and s!""estion) Floor area defines the ey ambience of the store. 6,; people agree that floor area was clean and +,; people deny this point of view. Floor area is very important aspect from the point of view of ambience. A customer wants to see him at a right place for shopping. If floors will be full of dust then, what is the differentiation we are creating in our stores and a local mar et shop. 'pot fill during the shopping hour is the main reason that a customer point out for a lot of unwanted and unsettled product on the floor. 'omeway cleaning guy is also responsible for that and as well as other employees of the store.

.. -$ A$) CI=( I9T(RI$R -(#$RATI$9 I9 R(CIA9#( FR('B 'T$R(M

No. of 3artic!lars Res&ondent A(' 9$

3ercenta"es +73 2E 76 00

6nalysis and s!""estion) About interior decoration 2E; people are agree that decoration is attractive and 00 ; people give negative response. -ecoration is the area which is an essential factor affect the footfall in the store. It must be clean and litter free to attract the customers. (ntrance must be li e an invitation to the customer to eagously enters in the store.

3. -$ A$) FI9- R(CIA9#( FR('B 'T$R(H ' 'TAFF I9 -R('' #$-( A94ARI9% A 9A&( DA-%(RM 3artic!lars No. of res&ondent 3ercenta"es A(' +,6 30 2

9$

33

7E

6nalysis and s!""estionK 30 ; of the respondent agree that staff is yes wal groomed. 7E ; of the respondent agree that staff is not wal groomed. 'ome customer complaint that nobody provides assistance to them in the store. &ost of the customer use to indulge in the silly tal . They didnHt even thin what customer will thin , they Iust tal about the defects in the stores and about the management and that create the negative impact on storeHs image.

2. -$ A$) 'ATI'FA $F '(R<I#( %I<(9 T$ A$) FR$& (&"C$A((M 36RTICU76RS BI%BCA 'ATI'FI(NO.O+ R5S3OND5NT 3ercenta"es 3, 7.

'ATI'FI(&$-(RAT( -I''ATI'FI(BI%BCA -I''ATI'FI(-

6+ 0, 5 ,

.0 ++ 0 ,

6nalysis and s!""estionK .0; the respondent satisfied service given from employee and, 7.J the respondent highly satisfied service given from employee Dut the some respondent li e ++; moderate and 0; dissatisfied from (mployee service.

E. -$ A$) %(T AC4AA' FR('B "R$-)#T I9 R(CIA9#( FR('B 'T$R(M No. of 3artic!lars Res&ondent yes

3ercenta"es ++E
3E

no

.2

70

6nalysis and S!""estion 3E; of the total respondent agrees that fresh product is available but 70; denied that. Fresh product must be available to the consumer because he is paying for that. According to our Research fresh means products must be of +. days before the e/piry date. If it comes to fresh products, most of the consumers said they are not satisfied with the Freshness of products. In F J < 'ection, most of the vegetable and fruits show the lac of freshness. They donHt put fresh vegetables on daily basis.

6. A##$R-I9% T$ A$) TB( "RI#( $F "R$-)#T $F R(CIA9#( FR('B 'T$R( I9 #$&"(TITI<(CAM 3artic!lars No. of res&ondents 3ercenta"es high 33 7E *

low average

.+ .E

06 77

6nalysis and S!""estion 7E; are agreed of high price of product in reliance fresh store and, 77; are agreed of average price of product in reliance fresh sore 06; agreed with low price, &ost of respondent say high price competitively so better the reducing price our product.

+,. IF A$) -$ 9$T %(T "R(F(RR(- DRA9-' $R "R$-)#T TBA9 4BAT 4ICC A$) -$M 3artic!lars DA A9$TB(R DRA9- A9- "R$-)#T No. of res&ondent 3ercenta"es 6, .+ ,

DA IF FR$& A9$TB(R &ACC 4AIT F$R DRA9-

35 0+

72 +0

6nalysis and s!""estion) .+; were agreed buy another brand or product. 72; were agreed buy from others mall +0; were agreed wait for brands A store cannHt provides each and every product to the customers but still there was a lac of different brand and pac aging options in the store. 'ometimes if a customer demand a particular product then, most of the times he does not find itHs demanded product available after his re8uest.

++. 4BAT AR( "R$&$TI$9AC '#B(&(' I9TR$-)#(- T$ ATTRA#T A$)M

3artic!lars -I'#$)9T' $9 #A'B (@#BA9%( $FF(RA' '"(#IAC '#B(&(' $9 F('TI<AC '#RAT#B TB( #AR-' J 4I9 TB( "RI#( DA $9( %(T $9( FR((

No. of res&ondent 3ercenta"es 5, +E 20 +, 7. 07 +, 5+ 3 0,

6nalysis and S!""estion 5+; of the respondent agreed on that promotion in special schemes on festival. And 07; of the respondent agreed on discounts on cash. "romotion is only then beneficial if it is understandable if it is not then space and money both are waste. There were a lot of promotion but to ma e them aware to the customers need employees assistance. (mployees must ta e charge to tell the customer about the ongoing promotions.

+0. 4BAT -$ A$) F((C N)ACITA $F R(CIA9#( FR('B 'T$R( "R$-)#T' $R DRA9-'M 0

3artic!lars No. of res&ondent 3ercenta"es <(RA %$$67 .7 %$$"$$R 2E 5 5. 0

6nalysis and S!""estion .7; of the customers gave the Reliance Fresh 8uality very good Rating. 5.; of the customers gave the Reliance Fresh 8uality good Rating. 0; of the customers gave the Reliance Fresh 8uality poor rating. -ifferent type of customer conveys their different e/perience in the store. 'ome feel itHs a good e/perience, some thin s itHs pathetic all depends on the service part of our store, only that ma es the difference.

+7. -$ A$) %(T #$RR(#T R(#("IT FR$& TB( #A'B #$)9T(RM 3artic!lars No.of res&ondent 3arcenta"es A(' +2. +,, 1

9$

6nalysis and s!""estionK

+,,; of the respondent said they got correct receipt from the cashier. &ost of the time customer get correct receipt but sometimes a little mista e of #'A create big trouble. I see a lot of 8uarrel due to this reason. A little change in the receipt even in some paisaHs creating customer uncomfortable. 'ome customerHs complaint that due to the lac proper nowledge of #'A they get incorrect receipt.

+5. B$4 &A9A &I9)T(' -$ A$) 4AIT I9 TB( N)()( $F TB( #A'B #$)9T(R'M 3artic!lars No. of res&ondent 3ercenta"es $4

C('' TBA9 . &I9)T(' C('' TBA9 +, &I9)T(' C('' TB(9 +. &I9)T(' C('' TB(9 0, &I9)T('

+00 .7 , ,

2, 7, , ,

6nalysis and s!""estionK 2, ; of the respondent spent less than . minutes in the 8ue8e waiting for their billing. A customer Iust hates to be there in the 8ueue. As every product comes under the barcode decoder for their price detection, it ta es a lot of time for ma ing a bill. In this case, if a customer comes with a product, then he has to wait for a long time for billing. There is the function in the software in that particular situation but cashier doesnHt nows that how to use that function of software. 'o training of employees is also a mean to solve this problem.

CONC7USIONS
There is always a gap analysis between Retailer J customer. #ustomers are ready to buy even at same rate or more than as compared to outside if we provide them a 8uality. $1

 #ustomer has no time. They donHt want to waste their time in selecting good vegetables. Dy analy!ing the primary and secondary data it was identified that maIority of sales is from FJ< category instead of himmatnagar to store only in the case when 8uality is good. 4hile for other categories some changes li e introducing more variety and eeping competitive prices can be done to increase their sales. The proIect was very satisfying e/perience for me, not only practically and academically but it also helped me in developing my communication s ill and enriched my nowledge also. In short, it can be concluded that R(CIA9#( FR('B is a store, owned by &r. &u esh Ambani provides 8uality services to the customers and customers are highly satisfied. 0. respondents visited daily Reliance Fresh, E, respondents visit wee ly, .0 respondents visit monthly and +E respondents visited fortnightly. $n term of above survey, no. of respondent visit Reliance Fresh wee ly more as compare to daily, fortnightly, monthly. .7; of the customers gave the Reliance Fresh 8uality very good Rating.5.; of the customers gave the Reliance Fresh 8uality good Rating.0; of the customers gave the Reliance Fresh 8uality poor rating. -ifferent type of customer conveys their different e/perience in the store. 'ome feel itHs a good e/perience, some thin s itHs pathetic all depends on the service part of our store, only that ma es the difference. &ore customers attract on that promotion special schemes on festival. 5+; of the respondent agreed on that promotion in special schemes on festival "romotion is only then beneficial if it is understandable if it is not then space and money both are waste. There were a lot of promotion but to ma e them aware to the customers need employees assistance. (mployees must ta e charge to tell the customer about the ongoing promotions. A customer Iust hates to be there in the 8ueue. As every product comes under the barcode decoder for their price detection, it ta es a lot of time for ma ing a bill

+indin"s
-uring the survey the people who had visited some times are more than the people who are visiting mostly and regularly.

$2

 total 0,, surveyed respondent +2. people visited reliance fresh and 0. respondents do not ever visit reliance fresh. In the terms of the percentage E2..; respondents visited reliance fresh rest of respondent means +0...; -aily visited 0.; respondents so negative point,53 ; of respondent visit Reliance Fresh 4ee ly,7, ; of respondents visit Reliance Fresh &onthly,+,; of respondents have visited fortnightly. 6,; people agree that floor area was clean and +,; people deny this point of view. About interior decoration 2E; people are agree that decoration is attractive and 00 ; people give negative response. .0; the respondent satisfied service given from employee and,7.J the respondent highly satisfied service given from employeeDut the some respondent li e ++; moderate and 0; dissatisfied from (mployee service. 3E; of the total respondent agrees that fresh product is available but 70; denied that. 7E; are agreed of high price of product in reliance fresh store and,77; are agreed of average price of product in reliance fresh sore 06; agreed with low price, 5+; of the respondent agreed on that promotion in special schemes on festival. And 07; of the respondent agreed on discounts on cash. .7; of the customers gave the Reliance Fresh 8uality very good Rating.5.; of the customers gave the Reliance Fresh 8uality good Rating.0; of the customers gave the Reliance Fresh 8uality poor rating. -ifferent type of customer conveys their different e/perience in the store. 2, ; of the respondent spent less than . minutes in the 8ue8e waiting for their billing.

SU995STIONS
After completion of proIect on P (valuation of customer centricity P. I would li e to
$

give suggestions so that the company can meet the customer centriscity and provide them service 8uality by ta ing following measures Announcement for the &embership card should be there. (ffective utili!ation of storage space is possible. Rigidity in following planogram should be avoided. (ffective utili!ation of empty 'helves #onsistency in 8uality should be maintained. (ffective utili!ation of space should be done. 'ample of wheat and other staple items can be ept for better e/posure. #onsistency in 8uality should be maintained 'ample of wheat J other staples items can be ept for better e/posure

Announcement for the &embership card should be there. Rigidity in following planogram should be avoided. "ossibility of 9on-Food F&#%

As service is one maIor factor in visiting outlet so it is better to more concentrate on it than price discount and conveniences is also need concentration. Try to reduce no. of dissatisfaction by increasing variety and improving services. And also by improving staff behavior. The bill structure is also re8uired some restructured because some people were not li e the bill structure. %ive some sort of training to the staff member regarding the daily activity in store. 'taff member include in-store sales man, sales girls and security guard. The outloo of the store from the outside is not so attractive specially in nights. It should be developed such that a person can ta e notice of R(CIA9#( FR('B e/istence from the far away while passing through. "ar ing space and facility need some sort of improvement and development. Focus more on Advertising for ma ing more awareness, increase the mar et share and reinforcing the image of R(CIA9#( FR('B in the customers mind. Through more investment in advertising the statement li e P(/pose more goods to more people so $$

you can get more businessQ will become success. And also the slogan of R(CIA9#( FR('B PAA"=I =B)'BI BA&ARI =B)'BIQ will fulfill.

6NN5BUR5S
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CU5STION6IRR5 ON 5867U6TION O+ CUSTOM5R C5NTRICITA 6T 867U5 +ORM6T R57I6NC5 +R5SH STOR5S

4e the student of <. &. ".#.&.' are conducting a mar et research proIect as a part of DDA FRetail &anagement 'em.K-3G Integrated "rogrammed curriculum. -ata will be collected strictly for academic propose and it will be highly confidential. =indly e/tent your co-operation in filling this 8uestionnaire and enable us in doing the research successfully.

3ersonal infor%ation Na%e)= 9ender)= &ale Female City)= 6"e)= .-+, +,-0, 0,-7, 7,-5, R5,

$,

Monthly Inco%e Delow .,,,Rs. .,,,-+,,,,Rs. +,,,,-0,,,,Rs. 0,,,,-7,,,,Rs. Above 7,,,,Rs.

+.

Bave you ever visited Reliance Fresh 'toreM Aes 9o

0.

Bow fre8uently do you visited at Reliance FreshM -aily 4ee ly &onthly Fortnightly

7.

If yes then, does a shopping cart or bas et readily available on the entering the storeM Aes 9o

5.

-o you see clean floor, shelves and displayM Aes 9o

..

-o you li e interior decoration in reliance fresh storeM

$/

Aes 9o 3. -o you find Reliance Fresh 'toreHs staff in dress code and wearing a name badgeM Aes 9o

2.

-o you satisfy of service given to you from employeeM Bighly satisfied 'atisfied &oderate -issatisfied Bighly dissatisfied

E.

-o you get always fresh product in Reliance Fresh 'toreM Aes 9o

6.

According to you the price of product of reliance fresh store is competitivelyM Bigh Cow Average

+,. If you do not get preferred brands or product than what will you doM Duy another brand or product Duy if from others mall 4ait for brands

$0

++. 4hat are promotional schemes introduced to attract youM -iscounts on cash (/change offers 'pecial schemes on festival 'cratch the cards J win the price Dy one get one free +0. 4hat do you feel 8uality of reliance fresh store products or brandsM <ery good %ood "oor

+7. -o you get correct receipt from the cash counterM Aes 9o

+5. Bow many minutes do you wait in the 8ueue of the cash counterM Cess than . minutes Cess than +, minutes Cess than +. minutes &ore than 0, minutes

+.. %ive your level of satisfaction with reliance fresh store. particulars "rice Nuality Drand Availability Bighly satisfied 'atisfied &oderate -issatisfied Bighly dissatisfied

$1

Nuantity fresh product

DThank yo! for yo!r co=o&erationE

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