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Reliance's retail initiative takes off

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Launches `Reliance Fresh', `Reliance Select' in Hyderabad

PILOT STORE: Reliance Fresh, the first format of Reliance Retail, is all set to open on November 3 in Banjara Hills in Hyderabad. The store was thrown open for the media on Sunday. The first pilot store aims at providing customers with a wide variety of fresh fruits, vegetables, staples and other products. - Mohammed Yousuf
PILOT STORE: Reliance Fresh, the first format of Reliance Retail, is all set to open on November 3 in Banjara Hills in Hyderabad. The store was thrown open for the media on Sunday. The first pilot store aims at providing customers with a wide variety of fresh fruits, vegetables, staples and other products. - Mohammed Yousuf

Our Bureau

Hyderabad, Oct. 29

Reliance Industries has unveiled the much-talked about Reliance Fresh brand, the first format of the company's Rs 25,000-crore retail initiative, here on Sunday.

Simultaneously, it launched its `Reliance Select', an exclusive grocery products brand.

The store at Banjara Hills will be among a set of pilot stores the company is opening in Hyderabad on November 3.

"We are planning to test the market through our pilots in the next few months in a phased manner," Mr Gunender Kapur, President and Chief Executive (Foods Business) of Reliance's Retail Business, said.

The other formats of the retail initiative included groceries and hypermarkets.

Store products

Talking to reporters after unveiling the brand, he said the Fresh stores would offer the widest range of fruits, vegetables and dairy products.

"We will learn from the experiences, fine tune them based on the feedback before expanding to other cities and other States," he said.

Evading questions on pricing, Mr Kapur said the prices would be affordable.

"We will talk of pricing only on November 3," he said. The 2,000-5,000 sq ft "friendly neighbourhood stores" would get produce from across the country, Mr K.S. Venugopal, Chief Executive (Customer Operations) of Reliance Retail, said.

"There are no specific figures for investments on stores. It is part of overall investments announced for the retail initiative," he said.

Related Stories:
Reliance kicks off `Fresh' retail in Hyderabad
Reliance says it's ready for retail
Retailers not enthused by Reliance's mega plans

(This article was published in the Business Line print edition dated October 30, 2006)
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