Birlas start retail rollout with More store in Pune

Aditya Birla Group has commenced its retail foray in the country with the launch of its supermarkets chain - More. - in Pune.

The company will open 14 such supermarkets in the next two weeks in Pune city, chief executive officer of Aditya Birla Retail Limited Sumant Sinha told media persons.

"Pune will also have two hypermart format stores in Pune," Sinha said. Whereas the supermarkets will be in the range of 7,000 sq ft to 10,000 sq ft, the hypermart will have a space of ocer 100,000 sq ft and will stock a much wider spectrum of products, he elaborated.

Sinha said the company will create its own brand More. in many categories, especially in the groceries and personal care products areas. More. presently has about 140 own branded grocery products the number of which will go up in the next few months, he added.

He said the company has set up a sourcing centre for fresh farm products like fruits and vegetables and has a tie up with 250 farmers for sourcing of the produce.

The company may increase the number of such sourcing centres subject to demand and availability, he added.

The company's CEO for supermarkets Andrew Denby said the personal care products like shampoos - to be branded as More. - will be outsourced to third parties who will deliver according to pre-decided specifications. "The same strategy will be followed for processed food as well," he added.

More. will offer the routine facilities such as discounts, loyalty club or return of products not acceptable to the customers, he said.

"Our emphasis will be to give the best quality product for the price charged," he stressed.