Should ‘Reliance Fresh’ have had another moniker?

Incidentally, for those wondering why stores like Big Bazaar, Foodworld, and Subhiksha, Nilgiris and Trinethra in the south (operational for quite some time) have been spared the rod by these traders and vendors’ agitations (although some of them have begun to come under fire in Reliance Retail’s wake), the answer is simple. For the same reason that Wal-Mart is targeted the most in western markets. Yes, you guessed it right. It’s the size that matters. Since the announcement of his retail aspiration late last year, Mukesh Ambani has ensured that many of his proposed nationwide chain of hypermarkets, supermarkets, discount stores, department stores, convenience and specialty stores are already operating in various cities across the country and expanding aggressively. “Their strategy is to open over 10-15 shops on a single day in a city and dominate the retail market of the city in a single stroke,” points out Kumar.of FDI Watch.

Small wonder that the joke going around in business circles these days is that Ambani should have named his retail venture by any other name except Reliance. “After all, the name does give the impression that the big ‘Dada’ has arrived on the scene , so others may please scoot,” sniggers a source.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative