Aditya Birla Group’s ‘more.’

Recently, when I visited a Trinethra store, I found ‘more.‘ flashing everywhere in the store. It came to my mind that that the supermarket is being re-branded as ‘more.‘ as I somehow knew that a supermarket chain named ‘more.‘ existed!

Welcome to the new age of retail in India! With Bharti-Walmart JV to launch supermarkets and hypermarkets in India somewhere in early 2008, industry bigwigs are raring to notch up their ventures in this seemingly lucrative sector.

After acquiring south based Trinethra, the Aditya Birla group plans to buy Pyramid Retail. Personally, I never liked Trinethra. Their branding and brand positioning is kinda worst that I’ve ever seen these days. But, the branding of ‘more.‘ stores has been done by Fitch which is located in Mumbai. I love Fitch for their creativity and brand design. It’s a WPP company and it positioned more. at par with the Reliance Fresh stores.

Aditya Birla group started their first retail outlet in Pune and are planning to open 172 hypermarkets. With Trinethra being shaped up as more., the FabMall stores too will be re-branded as more. The group is planning to invest Rs. 9,000 crores on its retail venture in the next three years.

The group announced that they are completely solo in this venture unlike Bharti. Bharti, however, has said that the front-end stores would be operated by itself, and only the wholesale activities, cold chain operations and logistics by the joint venture with Wal-Mart.

Press release of more. on their site

Press Release of Bharti Wal-Mart MoU