This is the project that I made on various retail strategies based on my observation during my internship at Reliance Trends

1. RELIANCE
Sunayana Shakya
Bachelor of Business Administration
Dezyne E’cole Ajmer
www.dezyneecole.com
PORTFOLIO
MANAGEMENT

2. 2
An
Internship Training Report on
RETAIL STRATEGY
At
RELIANCE TRENDS
Submitted to
Dezyne E’Cole College
Towards
The Partial Fulfillment of
3rd
Year of Bachelor of Business Administration
By
Sunayana Shakya
Dezyne E’Cole College
106/10, Civil Lines, Ajmer
www.dezyneecole.com

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GRADE SHEET
DEZYNE E’COLE COLLEGE
106/10 CIVIL LINES
AJMER- 305001 (RAJ)
TEL: - 0145- 2624679
This project report of Sunayana Shakya of Bachelors of Business
Administration of 3rd year program of BBA has been graded
as______________________
Thanking you
Principal
(Seal and Signature)

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CERTIFICATE OF TRAINING

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ACKNOWLEDGEMENT
I, Sunayana Shakya, student of Bachelor of Business Administration 3rd Year of
Dezyne E’cole College, would like to express my gratitude to each and every
person who has contributed in stimulating suggestions and encouragement
which really helped me in successful completion of my project.
I express my sincere gratitude to Mr. Kapil Shekhawat (Store Manager at
Reliance Trends, Ajmer), Mr. Dharmendra Jain (Departmental Manager at
Reliance Trends, Ajmer) and all the staff of Reliance Trends, Ajmer.
I also take this opportunity to express my indebtedness to Mrs. Vinita Mathur
principal “Dezyne E’Cole College, Ajmer” for her cooperation and affectionate
encouragement. I also thank to my all faculty members for their suggestion and
advice.
I also thank Dezyne E’cole College who provided insight and expertise that
greatly assisted the project. Also, a special thanks to my teachers, parents and
colleagues who have supported me at every step. Not to forget, the almighty
who blessed me with good health because of which I worked more efficiently.
Thanking you
With regards
Sunayana Shakya

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SYNOPSIS
This project was undertaken as my summer internship at RELIANCE TRENDS,
Ajmer during the internship period of 45 days. I worked on the topic
“Retail Strategy of Reliance Trends”
This project is focused upon the operations of retail stores, customer
interaction, and marketing strategies adopted by reliance trends.
The reason I chose to do my internship from Reliance Trends is because I
wanted to get the benefit from the persons who are there in the market for so
long so I get the benefit of their experiences as well. I wanted to do my
internship from Reliance Trends for to get the experience of the business world
and to learn, improve and develop new sets of skills.
One of my main goals is to understand how the customer mindset works for
buying as well as satisfaction. Another goal is to improve my knowledge about
the market. And to establish these two goals, there is no better opportunity
than a multinational brand like Reliance Trends.
In this internship report I will describe my experiences during my internship
period. The internship report contains an overview of the company and the
activities, tasks and projects that I have worked on during my internship.
Writing this report, I also will describe and reflect my learning objects and
personal goals that I have set during my internship period.

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TABLE OF CONTENTS
1) INTRODUCTION
2) INDUSTRY PROFILE
a. Format of Reliance Retail
b. Mission, Vision and Objectives of Reliance Retail
3) COMPANY PROFILE
4) RETAIL STRATEGY
a. Marketing Mix
5) STORE LAYOUT
6) BASIC FLOOR OPERATIONS
a. Visual Merchandising
b. Mock Shop
7) CUSTOMER SERVICE
8) COMPETITIVE ADVANTAGE
9) SWOT ANALYSIS
10) CONCLUSION
11) REFERENCE

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INTRODUCTION
Retail in India
The Indian retail industry is one of the fastest growing in the world. Retail industry in India is
expected to grow to US$ 1,200 billion by 2021 from US$ 795 billion in 2017E.
India is the fifth largest preferred retail destination globally. The country is among the
highest in the world in terms of per capita retail store availability. India’s retail sector is
experiencing exponential growth, with retail development taking place not just in major
cities and metros, but also in Tier-II and Tier-III cities. Healthy economic growth, changing
demographic profile, increasing disposable incomes, urbanization, changing consumer
tastes and preferences are the other factors driving growth in the organized retail market in
India. The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. Total consumption expenditure is
expected to reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It
accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8
per cent of the employment. India is the world’s fifth-largest global destination in the retail
space.
Market Size
India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020,
on the back of factors like rising incomes and lifestyle changes by middle class and increased
digital connectivity. While the overall retail market is expected to grow at 12 per cent per
annum, modern trade would expand twice as fast at 20 per cent per annum and traditional
trade at 10% . In FY17, organized retail market contributed 7 per cent of the total sector and
unorganized retail market contributed the rest 93 per cent of the sector.
Online retail is expected to be at par with the physical stores in the next five years and has
grown 23 per cent to $17.8 billion in 2017.
Shopping in India has witnessed a revolution with the change in the consumer buying
behavior and the whole format of shopping also altering. Industry of retail in India which has
become modern can be seen from the fact that there are multi - stored malls, huge
shopping centers, and sprawling complexes which offer food, shopping, and entertainment
all under the same roof.

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INDUSTRY PROFILE
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India’s largest private
sector enterprise, with business in the energy and material value chain Group’s annual
revenues are excess of US$66 billion. The flagship company, Reliance Industries Limited, is a
Fortune Global 500 company and is the largest private sector in India.
Reliance Retail Ltd. is a subsidiary company of Reliance Industry. It was founded in 2006 and
gives a head start from Mumbai. The products which are offered in its different Retail
outlets are foods, groceries, apparel and footwear, lifestyle and home improvement
products, electronic goods, and farm implements and other utility inputs. With the
companies extension in Retail sector they came up with sundry offers like vegetables, fruits,
and flowers. It focuses on consumer goods, consumer durables, travel services, energy,
entertainment and leisure, and health and well-being products, as well as on educational
products and services.
Subsidiaries & Division/Formats of Reliance Retail
Reliance Retail Ltd. has a number of companies -owned outlets along with a franchisee
format that would be in collaboration with Kirana shop owners. Its various divisions are-
Reliance Fresh
• Small convenient and neighborhood needs for daily usage.
Reliance Mart
• It includes home and kitchen appliances, cameras, mobile stuffs.
Reliance Digital
• Consumer Electronics Retail Store
Reliance Jewels
• Jewellery
Reliance Footprints
• It includes all the footwear’s
Reliance Timeout
• Lifestyle store of books, music, movies, toys, gaming and stationary.
Reliance Wellness
• It includes the physical health care and beauty solutions.
Reliance Super
• It includes home appliances, vegetables and fruits.
Reliance Trends
• Apparel and Clothing

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Mission Vision and Objectives
Mission:
 To lead the industry by providing innovative financial products and services
 To value to the shareholders with total satisfaction
 To establish "customer-first" business strategy
 To be a social responsible investor by making investment only in desirable industry
 Provide employees with motivating work environment, opportunities for learning
and career development, competitive compensations and equal opportunities.
Vision:
 To lead the industry while generating value to the stakeholders, be the pioneer
in setting ethical standard and be everyone's investor.
Objective:
 To attain global best practices and become a world-class utility.
 To provide uninterrupted, affordable, quality, reliable and clean power to millions of
customers.
 To achieve excellence in service, quality, safety and customer care.
 To work with vigor, dedication and innovations with total customer care as the
ultimate goal.
 To consistently achieve high growth with the highest levels of productivity.

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COMPANY PROFILE
Reliance Trends is a leading lifestyle retail chain with over 509 retail stores across India.
Reliance trends offer stylish quality products across Women wear, Menswear, Kids wear and
fashion accessories through a diversified portfolio of own brands, national and international
brands.
The uniqueness of the store is the core, which delivers “fashion at great value”. Spread over
8,000-24,000 sq ft. of shopping area, each Reliance trends store is designed to offer a
unique shopping experience for the entire family through wide aisles, coordinated displays
and highly trained fashion professionals offering best in class customer assistance.
Mission of Reliance Trends:
To be India’s largest apparel retailer and the dominant player in the Indian retail store
market.
Vision of Reliance Trends:
Democratize Fashion, Reliance Trends tries to fashion affordable to the “AAM JANTA”
So people buy great quality product at surprising prices.
USP of Reliance Trends:
Q- Best Quality
F- Latest Fashion
T- Patented Technology
V- Value for Money

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RETAIL STRATEGY
MAREKTING MIX
The marketing mix is one of the most famous marketing terms. The marketing mix is the
tactical or operational part of marketing plan. The marketing mix is also called the 4Ps and
the 7Ps. The 4Ps are Price, place, product and promotion. The services marketing mix is also
called the 7Ps and includes the addition of process, people, and physical evidence.
DEFINITION
According to Kotler and Armstrong’ “The marketing mix is the set of controlled tactical
marketing tools- product, price, place, and promotion- that the firm blends to produce the
response it wants in the target market.”
PRODUCT
A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods.
You must ensure to have the right type of product that is in demand for your market. So
during the product development phase, the
marketer must do an extensive research on the
life cycle of the product that they are creating. A
product has a certain life cycle that includes the
growth phase, the maturity phase, and the sales
decline phase. It is important for marketers to
reinvent their products to stimulate more
demand once it reaches the sales decline phase.

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Marketers must also create the right product mix. It may be wise to expand your current
product mix by diversifying and increasing the depth of your product line.
PRICE
The price of the product is basically the amount that a
customer pays for to enjoy it. Price is a very important
component of the marketing mix.
It is also a very important component of a marketing plan
as it determines your firm’s profit and survival. Adjusting
the price of the product has a big impact on the entire
marketing strategy as well as greatly affecting the sales
and demand of the product.
Pricing always help shape the perception of your product
in consumers eyes. Always remember that a low price
usually means an inferior good in the consumer’s eyes as they compare your good to a
competitor.
Consequently, prices too high will make the costs outweigh the benefits in customer’s eyes,
and they will therefore value their money over your product. Be sure to examine
competitors pricing and price accordingly.
When setting the product price, marketers should consider the perceived value that the
product offers. There are three major pricing strategies, and these are:
 Market penetration pricing
 Market skimming pricing
 Neutral pricing
PLACE
Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a
place that is accessible to potential
buyers.
This comes with a deep understanding of
your target market. Understand them
inside out and you will discover the most
efficient positioning and distribution
channels that directly speak with your
market.

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There are many distribution strategies, including:
 Intensive distribution
 Exclusive distribution
 Selective distribution
 Franchising
PROMOTION
Promotion is a very important component of
marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements
like:
 Sales Organization
 Public Relations
 Advertising
 Sales Promotion
Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In
contemporary times, there seems to be a shift in focus offline to the online world.
Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and ordinary
individuals. The sales staff plays a very important role in public relations and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you
have in boosting your profits online. An extremely good example of this is online social
media and managing a firm's online social media presence.

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MARKETING MIX OF RELIANCE TRENDS
TARGET MARKET
Reliance Trends is apparel specialty store, so offer narrow and deep product assortment. It
offers product to all category i.e. baby, teenage, men’s and women’s. Among all these
customer 60 percent belongs to age group of 19 to 29 years. Thus we can say that its target
customer group is young. It target segment getting a special preference. The price range of
product varies from ₹299 to ₹3000 so mainly target middle class and upper middle class.
PRODUCT
PRODUCT
CATEGORY
Men's Women's Kids

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1. Men’s Department: On the first floor of the store is heart and soul designed area where
the store offers Men’s dresses in a large variety, divided into various sections.
 Formal Wear: It includes all types of formal wears of both Private level and External
brands products like shirts, Trousers etc. Brands are include like-
o INTERNAL BRAND
o EXTERNAL BRAND
 Casual Wear: it offers a variety range of casual wears that matches with the style of
modern world. Available Brand such as-
o INTERNAL BRAND

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o EXTERNAL BRAND
2. Women’s Department: On the ground floor of the store is heart and soul designed place
where the store offers women’s dresses in large variety, divided into various section such
as,
 Ethnic Wear: In this segment of dresses the store offers a variety and large collection
of traditional dresses as on the 21st
century. In this section the customer can find
Dresses like ANARKALI, Kurtis, Salwar suit etc. It includes brands like-
o INTERNAL BRAND
o EXTERNAL BRAND

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 Western Wear: It is the section where the highest varieties of dresses are available.
In this segment customer are offered with modern, trendy dresses, here is this
section also reliance retail ltd has got some IN-HOUSE and EXTERNAL BRANDS. It
includes brands such as-
o INTERNAL BRAND
3. Kids Department: In this section the great range of kids wear is offered. It has got a
collection of boys and girls both from the products of both In-house and External Brands. It
includes the brands like-
o INTERNAL BRAND
PRODUCTS IN RELIANCE TRENDS
Women’s Wear
Indian wear
Formal wear
Semi-Formal wear
Casual wear

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Men’s wear
Formal wear
Semi-Formal wear
Casual wear
Sports wear
Men’s wear fabric under garments
Kid’s wear
Infants
Girls 2-8 years
Girls 8-14 years
Boys 2-8 years
Boys 8-14 years
Accessories
Scarf
Socks
Handkerchiefs
Belts
PLACE
Reliance Trends is located at Ground and 1st
Floor at Cine Mall. It is located at the centre of
the city. They choose this location because majority of the affluent population live here.
Hence, they can be the potential customers. Even most of the middle class and upper
middle class people also live here and there is also a Cinema Hall in the mall named
Bioscope, which also helps them to increase footfalls of customers. As a result, increase in
sales.
PRICING
Reliance Trends follows high/low pricing policy. It gives discounts upto 50% (varying on
different brands) at the end of season like in July and in January. And special discounts are
given on festivals like Diwali, Rakhi, Holi, etc. To compete with others retailers, the store
does price bundling (buy 1 get 1 free or buy 2 and 100 off). Apart from this, for example if a
person buys a products worth Rs.5000, then 10%-20% on the next purchase. Reliance trends
use cost-oriented method of pricing. Retail price is set by adding some mark up value on the
cost of the merchandise. They also provide frequent shopper program by offering loyalty
cards and attractive offers like Shop for Rs.2999. And Get Clothes worth Rs.1500 Free at
Reliance Trends. By providing this, they try to achieve customer loyalty.

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PROMOTION
Reliance Trends uses both above and below the line in advertisement.
For above the line advertisements they use are as follows:
 Print Media- Majority uses newspaper, pamphlets for promotions.
 Radio
 Hoarding
For above the line in advertisement they uses are as follows:
 Direct Mail
 Sales promotions
 In-store activities
For publicity:
Reliance Trends is dependent on word of mouth communication. Sometimes Reliance
Trends uses cooperative advertising with brand like John Players, Pete England and Duke
and so on.
For sales promotion the retailer mainly uses are:
 Loyalty Card: in every purchase some point is issues on the card and this point can be
redeeming on the next purchase.
 Gift Voucher Discount: A discount is offered which has certain minimum purchase.

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STORE LAYOUT
Reliance Trends store has been designed and furnished is such a way that it can offer a high
quality and lavish shopping experience to the Indian Consumer. The store layout
compliments the evolving tastes and preference of fashion savvy consumers, giving them an
opportunity to view/shop with ease as it follows a free form design layout. Though other
stores in India are big but the store in Ajmer is not so large. It uses two floors. The ground
floor has women apparel, and kids wear, first floor has men’s section i.e. both formal and
casual and accessories. The store is not very specious. They use straight rack, four wall
fixtures, and gondolas for apparel. They mostly used vertical merchandising and idea-
oriented presentation. They also perform in store advertisement through posters and
mannequin. The store is using yellow-whitish ceiling light. Soothing bollywood music
constantly plays in the store. Jasmine and rose room fresheners used in the store for
attractive ambiance.
STORE HIERARCHY
Store Manager
Department Manger
Senior Sales
Executive/Team Leader
Junior Sales Executive

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BASIC FLOOR OPERATIONS
Visual Merchandising
It is an art of suggestive selling by display and presentation. It is the practice in the retail
industry of developing floor plans and three-dimensional displays in order to maximize
sales. Both goods and services can be displayed to highlight their features and benefits. The
purpose of such visual merchandising is to attract, engage and motivate the customer
towards marking purchase. It is also known as Silent Seller.
Visual Merchandising includes the following:-
o Planning the VM theme and creating displays
o Arranging Props for Displays
o Arranging display fixtures and lighting
o Setting up store before opening
o Working with floor plan and stores requirement
o Training personnel on sales floor to create to create display
o Organizing merchandising units such as racks and shelves
Some basic fixtures of Reliance Trends:
FOUR WAY
BROWSERS
TWO WAY BROWSERS

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NESTING TABLE
ULTIMATE/RED TABLE
3 TIER SQUARE
WATERFALL TABLE

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 Mock Shop
Mock shop is Visual Merchandising software that automates planogram production. Mock
shop is virtual retailing. The shop floor is laid out by dragging and dropping fixtures. Fixtures
are populated by simply
dragging and dropping
merchandise onto the
rails and shelves. Each
fixture has its own
planogram. With the
help of planogram
merchandise are placed
accordingly.
In simple words, it is a
visual reporting tool that
helps you build fully
merchandised,
interactive 3D stores.
GANDOLA

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CUSTOMER SERVICE
Customer Service means providing a quality product or services that gives satisfaction to
the customer. According to Turban “Customer service is a series of activities designed to
enhance the level of customer satisfaction- that is, the feeling that a product or service has
met the customer expectation”.
It is important varies by product, industry and customer, defective or broken merchandise
can be exchanged, often only with a receipt within a specified time frame. Reliance Trends
will often have a desk ( Customer Service Desk) devoted to dealing with returns, exchanges
and complaints or will perform related functions at the point of sale; the perceived success
of such interactions being dependent on employees “who can adjust themselves to the
personality of the guest”.
Good customer service is the lifeblood of any business. We can offer promotions and slash
prices to bring in as many new customer as we want, but unless we can get some of those
customers to come back, our business won’t be profitable for long.
Good customer service is all about bringing customer back. And about sending them away
happy-happy enough to pass positive feedback about our business along to others, who
may then try the product or service we offer for themselves and in their turn become
repeated customers.
 Customer Interaction
AGES……..For Dealing Customers in Reliance Trends
APPROACH GREETING EYE CONTACT SMILE

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Approach: Move away from tired old fashioned ways of approaching customers and build
an instant relationship that will increase retail sales. Think about the increased sales you and
your sales team could make if you could get more of your retail customer talking to you.
Greeting: In every store of reliance trends employees greet the customers by wishing
“NAMASTE”. This is the simple strategy of reliance trends to link more & more customer
with their store.
Eye Contact: “Eye contact can be the difference between seeming aloof and a new
friendship”.
 Respect
 Interest
 Appreciation
 Understanding
Smile: “A smile is a universal sign of happiness.” It is always essential to have a smile on the
face while interacting with the customer.
CUSTOMER SERVICE PROVIDED IN RELIANCE TRENDS:
1. Replacement should be within seven days
2. No money return policy
3. Home delivery when order is placed with kiosk system
4. Alteration of merchandise.
5. In reliance trends, customers are the king. They are made to feel privileged to have
visited Reliance Trends.
6. Reliance Trends attend their customer carefully and try to find out the solution.
7. They make customer feel important and treat them individually.
8. Customers are never said “NO”, their doubts or problems are solved as early as
possible.
9. The store personnel are polite and always ready to help.
10. They take feedback from the customer. Customer gives suggestion for improvements
areas; requirements, anticipated discount etc. and they work immediately on the
issues which show that they are keen towards constantly improving themselves.
It was found that customer’s perception for this store is satisfactory, as were happy with the
service offered by Reliance Trends. The salesperson are always there to help them and the

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whole store is organized in a proper way like there is different section for men, women, kids
and in the men there is separate section for accessories. So they can easily identify the
product according to their needs.
The store has a separate desk for customer complain i.e. customer relationship desk where
a salesperson is there to solve customer problem. The complaint is mainly about color
fading, bubbling and they find it genuine then they take return back the products. For
having the surprise check on the level of service provided the company sometime even
sends “mystery shoppers” to the store. The sales associate in the store are not
“empowered” to make decisions as it up to management or the store manager.
CUSTOMER SERVICE DESK
Customer service desk is the place where customer can exchange their products by
collecting credit note. Not only that but customer service desk’s personal, also takes the
responsibility in customers satisfaction service by the lots of requests from the customer.
Customer’s relationship is pretty much needed job in today’s competition. The important of
customer satisfaction is being observed in many of the industries (e.g. Banks, Hospitals etc.)
focusing mainly on customers relationship programs now days. In reliance trends customer
service desk is not only for issuing credit note or exchanging the any merchandise rather it is
useful for giving information to customer which she/he required about whole store.
There are five types of Register are maintained in Customer service desk either any
Store of Reliance Trends:
 Customer Exchange Register
 Alteration Register
 Defective Register
 Lost and Found Register
 Customer feedback Register

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COMPETITIVE ADVANTAGE
Main mantra of Reliance Trends is to provide good quality products at lower price. The
competitive advantage of this store is attractive price, best hospitality and provision of good
offers and discount schemes. The apparel brand has adopted mid-level pricing combined
with shorter fashion cycle to differentiate itself from other apparel brands. Fast-fashion is a
termed used to denote the speed with which designs move from catwalk to store to capture
current trends in the market. Globally, it has also become associated with disposable fashion
because it delivers designer products to a mass market at relatively low prices. The prices
are value-equation for the consumer and the products are current as anywhere in the world.
Their private label brands like Rio, Fig etc. are superior quality and stand on equal footing
with other national brands.
Reliance Trends caters to a larger consumer base. Since its inception in October 2007, as a
concept aimed at ‘Democratizing Fashion’. Reliance Trends objective is to create affordable
for all through as extensive geographic reach, exemplary customer service and a product
portfolio for diverse consumer needs across the various consumer segments. It has taken
the uncharted path of reaching out to newer markets, smaller towns and offering the
extreme value proposition to consumers; exemplifying its positioning “Sirf Dikhne Mein
Mehenga”. Reliance Trends also believes in bringing to the India consumers a high quality
experience with the Trendy layout of its stores that compliment the evolving tastes and
preference of fashion savvy consumers.
Reliance Trends competitor in Ajmer is “MAX” at City Square Mall (CSM), panchsheel. As
‘Max’ is located outer area of city so it’s an advantage for Reliance Trends.
In recent times, the young population of India has become increasingly fashion conscious
and they wish to look good at all times. With the opening of stores in untapped locations,
Reliance Trends has made the correct first move towards capturing the large share of the
market. Value fashion retailing has huge potential and Reliance Trends with superior service
quality can effectively drive competitors out of the newer markets. So the first mover
advantage can be a source of competitive advantage for Reliance Trends.
Just developing a competitive advantage is not enough. It is necessary to ensure that the
competitive advantage into a sustainable one by offering innovation, excellent and
unmatched services to its consumers. ‘Kiosk system’ is also being introduced in the store to
improve the customer experience. Self-service delivery has become an integral part of long-
term retail strategy. KIOSK has a full array of in-store kiosks that enhance revenue, loyalty,
cost control, and enhance the customer experience. Reliance Trends to build a pool of
extremely loyal customers which is also a source of competitive advantage for any retailer.
Reliance Trends can effectively develop a sustainable competitive advantage over its
competitors.

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SWOT ANALYSIS
STRENGTH
 Low prices of merchandise attract the customers.
 Majority of the customers are highly satisfied with the store and would like to revisit
the store.
 Customers visiting the stores are between the ages 18-25 years of age and constitute
a very good potential market.
 Value to money
 Coupons and vouchers
 Discounts on national holiday and special offers on festivals
WEAKNESS
 Visual Merchandising and display needs to be improved.
 Not much collection.
 Lack of awareness about the store.
OPPORTUNITY
 Brand name of reliance has a lot of prestige attached with it.
 Removing the products which are not selling much
 New products: Expanding beyond clothing to include shoes, handbags etc.
THREAT
 There is a cut throat competition from stores like Max, pantaloons, etc.
 Many stores have to open.

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CONCLUSION
In this training, I found that Indian retail industry is very complicated in nature because the
taste and preferences of the customers vary a lot in nature. The customers are very choosy
in nature; they are not really to compromise with their requirements. The customers have a
lots of option related to the choices. There are many competitors in the retail industry. So
the sales and promotion activity of the company and the good customer service is the only
tool to attract the customers.
To work effectively in the market and face the challenges in the current marketing situation
organization must have to adopt a very efficient and good RETAIL STRATEGY.

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REFERENCE
 www.ril.com
 www.wikepedia.com
 www.scribd.com
 www.google.com