Reliance Retail has Rs 300 cr ad budget for RelianceMart

Reliance Retail recently unveiled its hypermarket format, RelianceMart, in Ahmedabad. The plan is to take the format pan-India soon

Reliance Retail has rolled out RelianceMart, which it claims is the largest hypermarket format in India, in Ahmedabad on August 15, 2007, India’s Independence Day. RelianceMart is Reliance Retail’s third format; it had earlier launched Reliance Fresh, the supermarket format, and Reliance Digital, the consumer electronics concept mega story.

Reliance Retail will go all out to advertise RelianceMart; its all-India ad budgets are pegged at Rs 300 crore for the coming year, as per knowledgeable sources. As of now, the Ahmedabad campaign alone (comprising largely press, outdoor and radio ads) is riding on a Rs 25-30 crore budget.

Reliance Retail has Rs 300 cr ad budget for RelianceMart

Mukesh Ambani

The all-India campaign will be launched after November, following an all-India RelianceMart presence. Around 25 per cent of the ad budget will be spent on outdoor, another 5 per cent on radio, 40-50 per cent on press, and the rest on television.

The television campaign will largely comprise corporate ads set to woo dealers and those in the trade. Reliance Retail hopes to have a pan-India presence by opening another 30 RelianceMarts by the end of the year and more than 500 by the end of 2010.

Spread across 1,65,000 square feet of shopping area, RelianceMart will carry more than 95,000 products catering to the entire family, including products such as food and grocery, home care products, apparel and accessories, consumer durables and IT, lifestyle and footwear products and even automotive accessories, in addition to a health and wellness store.

Mukesh Ambani, CMD, Reliance Industries, says, “Organised retail has the potential to trigger socioeconomic transformation on an unprecedented scale in our country and will bring about enormous spin-off benefits to the Indian economy.”

Ambani adds that RelianceMart hopes to offer its customers an international shopping experience, quality products and affordable prices. RelianceMart, with 61 check-out counters, has introduced the concept of the mobile POS system for faster check-outs. The hypermarket’s loyalty programme will be called Reliance One, akin to the other formats of Reliance Retail.

RelianceMart will also offer value-added services such as tailoring, shoe repair, watch repair and laundry services, and an in-house bakery.

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