The Group's foray into the retail sector began in December 2006 when it acquired Trinethra, the chain of stores based in south India. May 2007 saw Aditya Birla Retail Limited (ABRL) launch their own brand of stores called 'More.' ABRL's vision is "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".
Currently, there are over 497 supermarkets and 16 hypermarkets. All the supermarkets are branded 'More.' and the hypermarkets are branded 'More Megastore'. The company has over 9,000 employees and has a pan-India presence. More. supermarkets are neighbourhood stores with the core proposition of offering value, convenience and trust to the customers and averaging 2,500 sq ft area.
The hypermarkets are self-service super-stores offering value and range in food and non-food products and services at a single location. Hypermarkets are located in large catchment areas and encourage mass consumption with discount prices and substantial depth of assortment with an average store size of 55,000 sq ft shopping area.
In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets and encapsulated it into a promise of giving its customers "Hamesha Extra" which has resonated with the consumer. "Hamesha Extra" is the core essence of More. It means customers will always feel that they have got something extra while shopping at More.Within a short span of less than three years, More. has a strong membership base of over 3 million members as part of its loyalty program. More. has also launched a huge range of private labels in food and grocery, staples and apparel which have already obtained a significant share of category as well as salience with the consumer.Aditya Birla Retail Ltd was presented with the "Master Brand Award 2012" by the World Brand Congress on 14th February 2012 in Mumbai.
The Master Brand Award is conferred upon those brands that appeal to a large set of consumers from premium to mass while constantly keeping in mind a consumer centric approach.Aditya Birla Retail Limited was presented the prestigious "Retail Best Employer of the Year" award by the global jury of the Asia Retail Congress 2012 in Mumbai.
The Asia Retail Congress is Asia's single most important global platform to promote world-class retail practices. These awards are aimed at honouring the best, in the Asian retail scenario. The Asia Retail Congress is represented by 100 countries across the world.
For further information, go to www.morestore.com
A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 136,000 employees, belonging to 42 different nationalities.
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