Sunday, November 05, 2006

Reliance Retail aims to link farm to fork

The Economic Times reports that as the first Reliance Fresh opened in Hyderabad, the company is keen to use its resources to create a profitable link from farm to fork. Raghu Pillai, President and CEO (operations and strategy), emphasized that the company will be opening stores in the 70 top cities in several formats, including hypermarkets, music and entertainment, pharmacy, specialty stores and lifestyle products.

Reliance hopes to utilize its investment in its supply chain and will be starting Ranger Farms, a wholesale format store to cater to fresh fruits and vegetables to small vendors and stores. Ranger Farms will open earlier in the mornings and will have different prices than the Reliance Fresh stores. Reliance is also utilizing its supply chain to source fruits and vegetables from specific crop belts in the country. For example, the apples come from Himachal Pradesh, onions come from Karnataka and green leaves come from close by districts of Andhra Pradesh.

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