Reliance Retail scouts for more partners

After tie-ups with various companies such as Dabur, Sanyo, Godrej and Timex, Reliance Retail is talking to some more companies for roping them in as suppliers to its organised retailing initiative that recently took off from Hyderabad.

As part of the strategy, the company is reviving the popular 'Vimal' brand with a Rs 40 crore marketing and advertisement campaign. A new brand ambassador is also being appointed to popularise the brand. Company sources added that various small garment manufacturers in Gujarat were also being roped in to participate in the supply chain.

Meanwhile, following the Hyderabad launch, the company is planning to launch Reliance Retail stores in Delhi and the surrounding national capital region by December 28. The plans are to roll out 22 stores with one each at the Star City Mall in East Delhi, Noida, Paschim Vihar and Gurgaon among other locations.

The company is expected to kick-off its stores in Bangalore and Ahmedabad in the same month.

The feedback from the Hyderabad launch has been encouraging for the company. Of particular interest seems to be the business-to-business sales strategy.

Under this, the Reliance stores in the city open up at 4 am in the morning, with the buyers including small time shopkeepers who pick up stuff at small discounts. This 'wholesale within a retail store strategy' is of particular interest to the company as it feels that this unexplored segment will help it expand its sales and presence.

The response to the loyalty programme has also encouraged the company.

At the moment, nearly 27,000 members have signed up for the Reliance One card. The card is currently available free of cost for six months. Consumers gain 1 point for every Rs 100 spent, with the points being redeemable at any Reliance store.

As in the Hyderabad Reliance Fresh stores, the Delhi stores will also provide users the opportunity to sample packaged foods like dal, rice etc from small sample bowls kept on the racks.