MORE

INTRODUCTION
More. is a retail store brand which was earlier known as Aditya Birla Retail Limited, when
it was part of Aditya Birla Group.[1] More is the fourth largest supermarket chain in the
country after Future Group, Reliance Retail and D-Mart.[2][3] More provides online
grocery retail services in Bangalore, NCR, and Pune through its e-Commerce website
MyMoreStore.More Retail Limited provides customers products under its own
labels.Aditya Birla Group entered the retail industry with the acquisition of Trinethra
Super Retail in 2007.] Trinethra Super Retail had a strong footprint with over 172 stores
spread across four states - Andhra Pradesh, Karnataka, Tamil Nadu and Kerala. In Tamil
Nadu and Andhra Pradesh, Trinethra brand was being used, while in Karnataka and
Kerala, Fabmall brand was being used. Later, all the stores were rebranded as more.

MOTO OF MORE
In keeping with our motto 'Quality 1st' , more takes pride in being the first ever Indian food and
grocery retailer to receive the FSMS (Food Safety Management System) certification. The
company received this certification for ensuring that the manufacturing, storage, distribution and
sale of food adheres to the highest quality standards. more's Re-Processing Centers are also FSMS
certified. The Aditya Birla Science and Technology Centre in Taloja drives our quest for world-class
quality through extensive research and development across food and non-food
categories.Through Clubmore and our comprehensive range of brands, including our Power
Brands Vow, Feasters and Kitchen's Promise that offer unbeatable value for homemakers, we aim
to create customers that keep on returning for more. In all, our family of Clubmore members has
grown to 20 million, all of whom enjoy a host of customised offers and great savings.more follows
the best industry practices in order to unlock the full potential of its staff through our world-class
learning institutes - Aditya Birla Center for Retail Excellence and Gyanodaya. Coupled with
learning initiatives such as SPARK, Aarohan and Aarambh , these initiatives are critical in helping
our people imbibe the key characteristics of our Quality 1st philosophy

HISTORY AND BACKGROUNG OF COMPANY

History and Background of the company Aditya Birla Retail Limited re-brands its Fabmall
grocery supermarkets to more. A name reflective of its commitment to offering
consumers a more fulfilling retail experience. The re-branding follows the acquisition of
the “Trinethra Super Retail” that includes the retail brands Fabmall, Trinethra and FabCity
by Aditya Birla Retail in January 2007. As a result of the integration process, “68 Fabmall
stores” in Karnataka has been re-branded under the umbrella of more., the retail brand
from the Aditya Birla Group. 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
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and dairy products. Speaking on the occasion, Mr.SumantSinha, CEO, Aditya Birla Retail
Limited said, "The retail market in India is reaching a point of saturation. With the
endeavor to improve the shopping experience for our consumers, we promise more
satisfaction for every consumer at our store. We are happy to unveil our new retail brand
and will continue to offer more value to customers. This is an exciting period for the
Indian grocery retail industry and we are delighted to participate in the growth of the
market." The acquisition of Trinethra Super Retail has provided Aditya Birla Retail with a
strong retail footprint in South India extending to 275 stores and over more than half a
million square feet in Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the
leading food and grocery retailer. Currently Aditya Birla Retail has 60 stores in Bangalore,
eight stores in Mysore and 10 stores in Mangalore.

The Group already has stores in other parts of India and envisions having a pan India
presence covering tier 1 and 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 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
consumers, Aditya Birla Retail is building direct linkages with farmers. It is also investing in
back-end infrastructure to develop a robust supply chain connecting households more
directly with farmers. The more.chain of supermarkets is spread over convenient
locations and with layouts that allow ease of navigation. The project display is well-
organized and facilitates ease of 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 and
groceries account for around 14 per cent of the total market with potential to garner an
even bigger share of the market. More is a pan-India retail chain operated by the Aditya
Birla Group company, Aditya Birla Retail Ltd. Currently it has 540 supermarkets and nine
hypermarkets across the country. It plans to increase it to 1,300 supermarkets and 65
hypermarkets respectively by 2016. Supermarket more. Conveniently located in
neighborhoods, more. Supermarkets cater to the daily, weekly and monthly shopping
needs of consumers. The product offerings include a wide range of fresh fruits &
vegetables, groceries, personal care, home care, general merchandise & a basic range of
apparels. Currently, there are over 478 more.supermarkets across the country.
Hypermarket more.MEGASTORE - is a one-stop shopping destination for the entire family.
Besides a large range of products across fruits &vegetables, groceries, FMCG
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products,more.MEGASTORE also has a strong emphasis on general merchandise, apparels
& CDIT. Currently, thirteen hypermarkets operate under the brand more.MEGASTORE in
Mysore, Vadodara, Indore, Mahadevpura, Old

Madras Road & Bull Temple Road in Bengaluru, Mumbai, Saroor Nagar &Kukatpally in
Hyderabad, Vashi, Rohini&Kirti Nagar in New Delhi &Nashik. Aditya Birla Retail Limited
currently has an employee strength of over 11,000. Key functions are headed by
professionals with vast retail experience in India & globally. Our Vision & Values Vision :
"To consistently provide the Indian consumer complete and differentiated shopping
experiences and be amongst India's Top retailers, while delivering superior returns to all
stakeholders". Values : Integrity Commitment Passion Seamlessness Speed Management
Team PranabBarua, Business Head - Apparel and Retail Russell Berman, CEO -
Hypermarket Vishak Kumar, CEO - Supermarket AtulDaga, CFO Ramesh Mitragotri, CPO
Manoj Krishnan, CIO V. Gopalakrishnan, Head – Quality Partners / Vendors Values Aditya
Birla Retail a part of the Aditya Birla Group has a part of its founding agenda, within the
philosophy which believes that no one can achieve goals by acting alone. Mutually
beneficial alliances with companies, who also have the willingness of working together
effectively, with the aim to provide absolute value to the people by bringing benefits to
the end customers.

Trading Area: Trading area of More is about 2.5-3 km, apart from that some customer
who used to visit sec 18 outlet but due to closing of that outlet they visit this outlet of
More. Competitors: An advantage for this outlet is that there are no competitor currently
acceptsa wholesale market which is 1 km from outlet. Product Category: Store area is very
limited i.e. 1940 sq. feet as compare to its other outlet that’s why product category is very
limited. Apart from branded product ‘MORE’ uses private label brand extensively for each
product category under the brand name of ‘MORE’.

Product Arrangement: Branded items and private label brands are clubbed together for
each product category i.e. in each shelf of product branded and private label brand are
arranged. Customer Profile: ‘MORE’ outlet is located at residential area due to which
every kind of customer visit the outlet. This mean that people come for purchasing with
their family member and it vary from senior citizen to teenager to kids. Interesting part is
that young crowd walk in increases during 12 pm to 5 pm. And this young customer
prefers to buy some specific category like cold drinks, snacks, namkeen etc. Signage:
‘MORE’ use different kind of signage for proper kind of guidance to their customer about
their product’s price, discount scheme, and different kind of offers.

Membership ‘MORE’ believes in relationship marketing. For this purchase it provides a

membership card to their customer on purchasing of worth Rs. 250 Customers are given
royalty points on their purchasing. It gives one point on shopping of worth Rs. 50.On
collection of 20 points it gives discount of Re. 1.In this manner they try to sustain their
customer.
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Area of improvement: 1) Signage visibility: During the visit at ‘MORE’ outlet, we observe
that signage system was not properly arranged at outlet, due to which customer were
getting confuse about product’s price.

2) Limited product category: Product category is very limited at outlet. Customers have
very few choice to purchase.By increasing product category they can pull the customers.

3) 3) Inventory control system: We found that there is serious problem of their inventory
control system. Some of product’s shelf was empty and manager is dependent on
company executive .due to which customers feel unsatisfied as they find their choice of
product is unavailable. If ‘MORE’ improve their inventory control system in proper way
than it would certainly increase its sell significantly .

4) 4) Need to train staff: MORE’s staff is not well trained. They don’t handle the
customers in proper way. Staff should be trained in structured manner so that they can
make aware customer about new scheme, discount offers etc.

5) Lack of merchandising : When we visited the outlet, we observed that although

‘MORE’ has displayed various signage of scheme, suggestion box, about CLUB MORE
(membership card) but it were difficult for customer to observe those signage while
visiting.