The
Groups 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.' ABRLs
vision is to consistently provide the Indian
consumer complete and differentiated shopping
experiences and be amongst Indias top retailers
while delivering superior returns to all stakeholders.
Until September 6, 2011, the company had set up 575 supermarkets and 11 hypermarkets. All the supermarkets
are branded More. and the hypermarkets are branded
More Megastore. The company has around 10,000
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.
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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 3.2 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 and again in 2011. In the same forum, ABRL’s CEO, Mr. Thomas Varghese was awarded the Prestigious Retail Icon Award by the global jury of the Asia Retail Congress 2011.
ABRL was also awarded the Reid & Taylor Award for Retail Excellence by the global jury of Asia Retail Congress 2010 for the best marketing campaign of the year – Launch of Hamesha Extra.
It was also presented the Golden Star Award 2009-2010 for the most admired Retailer of the year (Food & Grocery) for excellence in Food, Hospitality, Service and Retailing. In March 2011, the 10th Indira Award for Marketing Excellence was awarded to ABRL CEO, Mr. Thomas Varghese for his outstanding contribution to brand building.
For
further information, go to www.morestore.com

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