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" Currently, there are over 575 supermarkets and 12 hypermarkets. All the supermarkets are branded 'More.' and the hypermarkets are branded 'More Megastore'. The company has over 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. n 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 one 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. Aditya Birla Retail Limited 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 Aditya Birla Retail Limited CEO, Mr. Thomas Varghese for his outstanding contribution to brand building.
Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, $40 billion corporation. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently, Aditya Birla Retail Ltd.expanded its presence across the country under the brand "more." with 2 formatsSupermarket & Hypermarket.
more. - Conveniently located in neighbourhoods, more. supermarkets cater to the daily, weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits & vegetables, groceries, personal care, home care, general merchandise and a basic range of apparels. Currently, there are over 483 more.supermarkets across the country.
more.MEGASTORE - is a one-stop shopping destination for the entire family. Besides a large range of products across fruits & vegetables, groceries, FMCG products,more.MEGASTORE also has a strong emphasis on general merchandise, apparels & CDIT.
Currently, fourteen hypermarkets operate under the brand more.MEGASTORE in Mysore, Vadodara, Indore, Mahadevpura, Old Madras Road, Bull Temple Road & 4th Block Jayangar in Bengaluru, Mumbai, Saroor Nagar & Kukatpally in Hyderabad,...