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”.

Till end-September 2009, the company had set up 640 supermarkets and five hypermarkets. All the supermarkets are branded More. and the hypermarkets are branded More Megastore. The company has around 11,000 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 superstores 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 more than 1.6 million members as part of its loyalty programme. 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 was presented the ‘Retail Best Employer of the Year’ award at the Reid and Taylor Awards for Retail Excellence, by the global jury of the Asia Retail Congress 2009. Aditya Birla Retail was also recognised for impactful retail and visual merchandising at the same forum. The company bagged the ‘Most Admired Retailer of the Year Award’ in the Smart Strategy category at the prestigious Images Retail Awards 2009, during the India Retail Forum at Mumbai.

For further information, go to www.morestore.com