Trinethra Super Market Limited

Trinethra Super Market Limited, Hyderabad is a multiple outlet retail store network
founded in 1986, operating in the twin cities of Hyderabad, Secunderabad and Vizag.

It is in the business of retailing mainly edible / FMCG products. Started as a partnership

in 1986, the firm was reconstituted into a Private Limited Company (1990) and
subsequently converted into a Public Limited Company in 1998 under the name Trinethra
Super Market Limited.
Trinethra(meaning three eyes), stands for the three friends, who are still on the board of
directors of the company, but for whom it would not have been possible to start. It also
represents the three religion of Hinduism, Christianity and Mohammedanism. In Indian
faith 3 rd eye also represents intuition, knowledge and all those embodiments which
distinguishes a super man or a god from ordinary mortals. The third eye is probably what
gives one the vision for accomplishment of one’s mission. Your belief is first, research
can only give it a foundation and direction.
Vision
Its vision is to set up 100 Retail Outlets within 3 years all over Andhra Pradesh and
achieve a turnover of Rs 300 crores within next three years. Its long-term vision is to
become the market leader in the household goods segment of the supermarket channel
and have service points not more than three kilometers away from any of its customers.
As a part of its vision to open premium outlet basing on the profile of the customers in a
particular area, It has opened two centrally air conditioned outlets, one in Hyderabad,
Jubilee hills and another at Dutt Island, Vizag. Both the above outlets are with a carpet
area of more than 6000 sq.ft.
Retail Outlets
Trinethra had single retail outlet for first four years. In the year 1990-91 it added 4 outlets
and to day it has 49 outlets and an extension counter at Indian School of Business,
Hyderabad. Trinethra has 42 branches in the city of Hyderabad, Secunderabad and its
immediate vicinity and 7 are in Visakhapatnam. Trinethra has over 400000 bills per
month. in the current year.
The present combined floor area of all the retail outlets put together is 107030 sft. The
smallest outlet is of 800 sft while the largest one is about 6500 sft. All these outlets are
strategically located with a view to cover a number of people cluster - be it residential
areas or business localities.
Central Warehouse
Trinethra has two Warehouses at Bairamalguda and Kothapet in Hyderabad with a total
space of 50000 sft. The warehouse at Bairamalguda also called Central Warehouse is a
well designed functionally laid out facility covering 35000 sft. It has separate sections for
storing various categories of items like Kirana stock, Kirana Processing, Finished Kirana
items, Oils, Branded Items etc. It has trucks and vans to deliver and pick up stock, labeled
bays, bins and racks for storage, handling and protective equipment are all in place. Over
9000 SKUs are stored in this warehouse at any given time.
A separate warehouse at Kothapet in Hyderabad takes care of procuring, grading, packing
and dispatching perishable items like fruits, vegetables, eggs, milk etc on a day-to-day
basis.

The grand takeover

On Januanry 3, Aditya Birla(AB Retail), an unlisted subsidiary of the Aditya Group,
acquired a majority stake in Trinethra Super Reatil Limited (Trinethra), marking the
Group's entry into the Indian retail sector[Vinay Kamath, Kripa Raman, "Aditya Birla
group to take over Trinethra,"
www.thehindubusinessline.com January 3, 2007]. AB Retail acquired 90% of the
shareholding in Trinethra. The other !)% remained with India Value Limited, a private
eqiuty investment fund that had been the majority shareholder in Trinethra before the
acquisition.The financial aspects of the deal were not disclosed, but analysts estimated
the cost of the acquisition to be around Rs. 3.4 billion (approximately $76.7 million)
[Narata Singh, "birla makes his first retail take over," www.timesofindia.indiatimes.com,
January 3, 2007]. The Aditya Birla Group, founded in the early 1840s by Seth Shiv
Narayan Birla, was one of India's biggest business houses. At the time of the acquisition,
Trinethra had already embarked on its plan of expanding aggressively into Tier-II cities
in South India, like Coimbatore, Tirupur and Mysore.

AB Retail acquired Trinethra as a part of its larger plan to enter multi-format retailing in
India. The company reportedly favored inorganic growth (as against setting up its own
stores), as the acquisition gave it ready access to the retail market and conferred several
other advantages["Trinethra super retail to invest Rs. 1 billion in expansion,"
www.imagesretail.com (accessed on February 2, 2007)].