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Bharti Retail goes idea-shopping for Easy Day

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | December 09, 2011
The wholly-owned subsidiary of Bharti Enterprise, which operates a chain of multiple format stores, is in conversation with several creative agencies for its neighbourhood format store Easy Day.

Bharti Retail, the wholly-owned subsidiary of Bharti Enterprise, which operates a chain of multiple format stores, is reportedly in talks with several creative agencies, examining various ideas for its neighbourhood format store Easy Day. However, it has not announced any official creative pitch yet. The incumbent on the business is JWT.

The size of the account is said to be in the range of Rs 10-15 crore.

Reliable sources in the company confirmed the news to afaqs! on grounds of anonymity.

In 2008, Bharti, along with the world's largest retailer Walmart, announced plans to launch neighbourhood format stores in various cities under the brand name Bharti Easy Day. The first store was launched in Ludhiana. In its first phase of operations, Bharti Retail has opened 59 Easy Day stores in Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. It has also launched three compact hyper stores under the brand name Easy Day Market in Punjab.

According to several media reports, in the first phase of its operations, the company has focussed on North India, in an effort to consolidate its presence in one market before expanding to another region. The Easy Day stores are designed as one-stop shops to cater to every family's day-to-day needs. The store offers a wide range of products including personal care products, stationery, household articles, hosiery items, and daily-need groceries which include staples, processed foods, bakery and dairy products, meat and poultry, and fresh fruits and vegetables.

The company, as an interesting human resource step, and to tap workforce, has been giving skill-based training at the Bharti Academy of Retail. The academy, currently operational in Ludhiana, has already trained more than 1,800 local people from diverse sections of society.

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