1. BIRLA INSTITUTE OF MANAGEMENT
TECHNOLOGY
Site visited: Reliance Mart KurlaWest , Mumbai,
Academic session: PGDM 12-14
Guided by: Prof. Manoj Pant
Submitted to : Centre for Retail
Submitted by:Aradhana. C
Roll no: 12RM908

2. DECLARATION
I hereby declare that the project work entitled “INDUSTRIAL REPORT”
submitted to the BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY, is
a record of an original work done by me under the guidance of Prof. Manoj Pant,
Centre for retail and this project work has been submitted for the basis of awarding
marks as a part of the curriculum.
ARADHANA. C
( )

3. ACKNOWLEDGMENT
I wish to acknowledge the commendable initiatives taken by Prof. Manoj Pant for
arranging this INDUSTRIAL TRIP to Mumbai & Pune to get practical exposure
of the the various concepts of retailing at Reliance Mart Kurla West , Mumbai
and also I would like to thank Mr.SaiKrushnaBharathi, Manager Academics,
Centre for Retail Management and Ms Veenu Sharma, for accompanying us to
the industrial trip.

4. CONTENTS:
1. Company profile
2. Industry overview
3. Various departments/categories
4. Front end processes
5. Back end process
6. Licenses required by the company.
7. Learning and take away from the trip

5. COMPANY PROFILE
Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited under
MukeshAmbani, is Reliance Group’s foray into organized retail. RRL is based on the growth
strategy of backward integration, and it generates inclusive growth and prosperity for farmers,
vendor partners, small shopkeepers and consumers.
RLL is the second largest retailer in India. Its retail outlets offer foods, groceries, apparel and
footwear, lifestyle and home improvement products, electronic goods, general merchandise and
farm implements and inputs. The company’s outlets also provide vegetables, fruits, and
flowers.
Reliance mart is a hypermarket, which is a new format under RRL. Reliance Mart Kurla West
, Mumbai is spread covering 1.1 lac Square feet of land with Covered area of 70,000 Square
feet. Rent it pays is Rs. 72, 00,000 per month. The total number of employees working in the
mart is 140 in number.
Shoppers have the option to choose from a wide array of products in every category ranging
from food & fresh produce to grocery, consumer electronics to stationery & toys, from
personal care products like fragrances & cosmetics to auto accessories, from apparel to
furniture & furnishings, from home-ware & kitchenware to luggage and travel accessories etc.
The speciality of the store is the fresh fruits and vegetables section which brings in the best
produce from the farms to the consumers basket. A live bakery counter section provides
shoppers with the unique option of buying freshly baked breads and cakes, a welcome change
from the traditional pre-baked and packed products. A distinct shop-in-shop for non-vegetarian
products and the extensive grocery range adds to the experience of shopping for daily needs.
'Reliance Mart' also boasts of a host of Reliance's private label brands in select categories
which offer superior quality products at affordable prices.
In addition to shopping for their daily needs, consumers can also shop from a wide range of
fashion products as well as home & kitchenware. Also available is an auto accessory specialty
corner, Reliance Autozone, which offers product and service solutions for the automobile
needs of the consumers. Shoppers can give their vehicles a fresh look, add a new audio system
or get the tyres checked & replaced at this section while they shop for their other household
needs.
Adding to shopper's delight is a quick service food court that offers ready to eat, ready to heat
and ready to cook meals to the customers. Members of the family can enjoy a range of
delicacies from Continental & Indian cuisines while the lady of the house shops. Customers
also have the option to take-away semi-cooked or fully-cooked foods for a delightful meal at
home.
The store layout and ambience has been designed specifically to provide customers comfort
and ease of shopping. The hypermart is equipped with highly skilled and trained customer sales
representatives, wide aisles that display products as per category and several checkout counters
aimed at reducing the customer shopping and waiting time.

6. INDUSTRY OVERVIEW:
Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge
growth potential and accounts for 14-15% of the country’s GDP. Comprising of organized and
unorganized sectors, Indian retail industry is one of the fastest growing industries in India,
especially over the last few years.
According to the Global Retail Development Index 2012, India ranks fifth among the top 30
emerging markets for retail. The recent announcement by the Indian government with Foreign
Direct Investment (FDI) in retail, especially allowing 100% FDI in single brands and multi-
brand FDI has created positive sentiments in the retail sector.
Retail industry can be classified into two broad categories – organized retail and unorganized
retail.
Organized retail - Those traders/retailers who are licensed for trading activities and registered
to pay taxes to the government
Unorganized retail – It consists of unauthorized small shops - conventional Kirana shops,
general stores, corner shops among various other small retail outlets - but remain to be the
radiating force of Indian retail industry.

7. DEPARTMENTS/CATEGORIES:
NON VEGETARIAN SECTION
Items available were chicken, mutton, turkey, fish, prawn & crab. Chicken was available both
in looseand packed.No live sea food is available.
SWEET SECTION (JUST FRESH)
This section contained sweets, namkeen, cakes and all confectionary items.
COLD STATION
The cold station has all milk and milk products of all common brands like Amul, Mother
Dairy,Britannia etc. Apart from these there is a local brand available called AnandDoodh.
WINE SECTION
The wine section which we visited in Reliance Mart had all types of hot drinks ranging from
beers towines and the prices ranged from Rs. 500 to Rs. 2, 00,000. Monthly sales are Rs 8,
00,000 in whichRs. 1, 00,000 comes from week end sales.
APPAREL SECTION
This section consists of apparels for men, women and children from all national brands.
AUTOZONE(AUTOMOBILE ACCESSORIES) SECTION
This section includes all types of automobile accessories like wind-shields, tyres, tyre rims etc.
STAPLES SECTION
This section contains all types of staples such as rice, wheat flour cereals, spices etc
FRUITS AND VEGETABLES SECTION
All types of Indian and exotic fruits and vegetables were arranged in the gondolas
LIFESTYLE AND HOME IMPROVEMENT PRODUCTS SECTION
These included all types of home accessories such as wooden shelves, couches, chairs,
cushons,pillows etc.
ELECTRONICS SECTION
This section contained all types of electronic items from televisions, laptops, mobile phones to
airconditions and washing-machines.
BOOKS SECTION
This section had all genres of books from inspirational, educational fictional and non-fictional
fromall famous authors both Indian and foreign.
STATIONERIES SECTION
This sectioned contained all stationery items from a small eraser to huge stuffed toys.

8. FRONT-END PROCESSES
NON VEGETARIAN SECTION:
The non-vegetarian section contains Items such as chicken, mutton, turkey, fish, prawn and
crab..All the items were cleaned and displayed on ice which showed the freshness of the
products. Chicken is available in both, loose and packed form Packed items are products of the
brand Godrej, which has tie-up with Tisen and Yummier which is real goods brand.
But there was one drawback. No live sea food was available.All arrived fresh and they were
displayed on ice.Different form of machines available to store these items:
Chillers which contained cold cut items maintained temperature at 4 degree Celsius.
Frozen items were stored in the temperature ranging between -18 to -20 degree Celsius.
For the items to be served hot, warmer was maintained at 40 degree Celsius, and Bain Marie
in which fresh ready to items are maintained are 70 degree Celsius.Built-in kitchen is inside
fresh food with grill machines.They also provide the chicken items in pizza, burger and
sandwich.
No beef and pork was served at Reliance Mart. Previously it was served, but now it was
stopped now as they faced some problem due to the cultural Indian sentiments. Shelf life of all
the non-vegetarian products is 3 days. Every day around 4% is the dumping amount of non-
vegetarian section.
One more important information is that if the meat is maintained at 3 or 4 degree Celsius
throughout the supply chain i.e.) from the time it is butchered to the time it reaches the store, it
is consumable for next 5 months. That’s the level of efficiency of the cold chain.
DSD- Direct store delivery is also done for this section. While transporting the materials in the
van temperature will be -16 degree Celsius. Reliance hasits own vehicle for the deliveries to be
done.
Sodexo coupons, Accour coupons are accepted only for the ready to eat items.
SWEET SECTION (JUST FRESH):
It is the Indian type of kitchen which is availablein the bakery. Again the shelf life of all the
products is 3 days and the dump produced in a day would be around 1-2%. Namkeen and
Sweets are brought from outside vendors.
Open cooking done to show the customers what they are preparing and to acquire the trust of
the customers.
Customers can also order cakes are Reliance like how it is done in bakeries. They can give
order for the cake and go for shopping. The cake will get ready in 30 minutes. If it is a

9. customised cake or Barbie cake then it would take around 2 hours for the urgent orders, and
usually a day prior order is required.
All cakes which wereprepared, were eggless cakes due to the large number of vegetarians
residing in the region. In the breads section 12 varieties of breads such as masala bread, ginger-
garlic bread, whole wheat bread etc. with the shelf life of 3 days.
COLD STATION:
The cold station had lots of items like milk and milk products, juices, cold drinks etc. All
products maintained were fresh and displays attractively with all the proper planogram and
clean atmosphere with perfect lighting and temperature. All famous brands such as Amul,
Britannia and Mother Dairy were available with ample number of SKUs. Apart from these
brands a local brand called AnandDoodh was also available at the store. The various variants of
the brand were:
1. Full cream milk, processed and packed at MRP Rs. 20
2. Fresh-lite milk, MRP, Rs. 14
3. Cow milk (loose), MRP, Rs. 15.50
WINE SECTION:
This section contained all types of alcoholic beverages of all available brands and SKUs with
prices ranging from Rs. 500 to Rs. 2, 00,000. The Monthly sales is Rs 8, 00,000 out of
whichRs 1, 00,000 comes from week end sales alone.
ELECTRONICS SECTION:
This section contained all types of electronic items from televisions, laptops, mobile phones to
air conditions and washing-machines. All these items come under CDIT (consumer durable
and information technology, consumer electronic durable information technology and
telecommunication) market.
In these sections Security pods, Accessorise and Enhancements were used in order to reduce
pilferage and loss.
Many companies put dummy model for the display again to avoid pilferages.
AUTOZONE :
This section includes all types of automobile accessories like wind-shields, tyres, tyre rims etc.
Free service is also available for the customers who buy tyres from reliance. By the time
customer finishes his shopping the service will be completed.

10. MRF is going to tie up with reliance for promotional activities.
STAPLES:
This section contains all types of staples such as rice, wheat flour cereals, spices etc. All
products were arranged according to the planogram with shelf-edge labels and clean shelves.
FRUITS AND VEGETABLES:
All types of Indian and exotic fruits and vegetables were arranged in the gondolas with bright
white lighting and controlled temperature to maintain the freshness of the products with good
visibility of the prices.
LIFESTYLE AND HOME IMPROVEMENT PRODUCTS:
These included all types of home accessories such as wooden shelves, couches, chairs,
cushons, pillows etc. there was also a section which showcased cycles inside the store for all
ages, for both girls and boys of all available brands.
BOOKS:
This section had all genres of books from inspirational, educational fictional and non-fictional
from all famous authors both Indian and foreign.
STATIONERIES:
This sectioned contained all stationery items from a small eraser to huge stuffed toys.
CARTS AND BAGS:
Wheeled carts and bags were available in the store at many places at a very good visibility and
it was easy for the customers to reach them.
SECURITY:
Staff entry:
Safe locks for the each and every staff were provided. Before entering the floor every staff get
checked. The time machine is placed at the entry point for the attendance and time of entry and
exit happens, which is done by showing staff identity card in front of the machine.
CCTV: security cameras were placed at places where the staff couldnot be all the time to avoid
pilferages.
RFID: tags were used on the merchandise and at the entry points sensors were placed to avoid
robbery.

11. BACK-END PROCESS:
In the back-end, FIFO(first in first out) is maintained to avoid the expiry and wastage of
merchandise and also to prevent stock-out situations. Storage is done in vertical manner. At the
back-end lifting of goods is done through Hydraulic lift, which has capacity of 2 tons. There
are 7 employees in the maintenance department who take care of all back-end jobs of
unloading, loading, mving and storing the merchandise. There is also a room available to store
the perishables where the temperature maintained is 3-4 degree Celsius.Here expired goods
were also kept separately.
Receiving point:
Juinagar, Bhiwandi, Thane are the three distribution centre for the Pheonix Reliance Mart
for the perishables i.e. F & V – diary products and also for the staples ,apparels etc. Dry and
direct store delivery from respective DCs is done.
The average number of cartons received per day is 700 cartons in one truck.
Stock transfer note is maintained which contains all the information regarding the transfer of
products form warehouse to store.
Trip sheet:
The Trip sheet consists of the trip sheet number, dispatch quantity, from which DC the goods
are being received, Seal number, Store code and Security stamp. Empty cartels are sent back
from store to the DC. The cartels which are received at the store were in units of , units ofkgs
or eaches.Kgs is used for products which cannot be counted and andeaches for products which
can be counted.
Any shortages noticed from the orders made are written in the trip sheet.
Delivery Note contains these details:
Transporter name.
DC code: Y708- fcplBhiwandi DC
Store code: 6220-phinox city mall
Y727-Jui nagar DC
For the indend, the purchase order has to be raised before 2 PM of the day.

12. LICENSES REQUIRED BY THE COMPANY:
Companies interested in opening a retail store in the country should note apart from company
incorporation in India, they would also have to apply for a number of licenses and complete
other important formalities before they can officially commence operations. Following are the
various licenses applied by Reliance Mart.
The Shops and Establishments Trade License and registration for both Sales Tax and Service
Tax are required for most retailers. After obtaining the Shop and Establishments Trade
License, depending upon the type of retail store and products you are selling, there will be
number of other licenses required. The most number of licenses are required if your retail store
is in the food industry or handles any kind of food or beverages. As a matter of fact, over 20
licenses are required for food related retailers and it is absolutely necessary to engage the
services of a consulting firm to find out the exact type of licenses that are required and how to
obtain them. Acquiring the appropriate licenses should be treated as a priority and is as
important as market research or your actual product itself.
Along with applying for licenses, you would have to start looking for appropriate employees
for running your retail store. If your store is open during odd hours or requires staff members to
work in shifts, then maybe other kind of registration would be required and you would have to
follow the guidelines of employee welfare in your company. You would also have to interact
with the Labour Commissioner to ensure you have all registrations required and to understand
the laws carefully.
Obviously opening a retail store in India can be extremely lucrative with the retail sector
growing at a phenomenal rate. Also with increasing purchasing power, India’s gigantic
population would be unmatched anywhere else in the future as potential customers. However,
it is important you conduct thorough market research and learn tastes and preferences in the
country based on each state. India is a unique country where preferences could differ as per the
state or as per regions such as north India, west India etc. All retail companies must conduct
region wise market research and build their strategies accordingly if they want to truly succeed
in India.

13. LEARNINGS:
Following are some of the things we learnt in Reliance Mart:
All Article numbers of Private labels of reliance mart starts with 49 and 9 digit internal
code is used. For example:
Product name:Masala bread
Article number: 490446832
MRP: 32
Manufactured by: Reliance F&B service LTD.
The Indian branded items will have the article number starting with 89.
Non vegetarian distribution section is in Thane.
Chicken is available both in loose and packed. Packed is from godrej which has tie-up
with tisen and yummier which is real goods brand
CDIT (consumer durable &information technology, consumer electronic durable
information technology and telecommunication).
Security pods, Accessorise and Enhancement are used to prevent pilferage of
electronics.
In electronic goods, more the stars assigned for the products less the power
consumption takes place. Every two years stars will be revised and calculating thestars
is relative calculation and it also depends on the customer needs. Need not be that all
the customers will buy 5 stared products.
Many companies put dummy model for the display