Intern Report

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RELIANCE SMART COMPANY
Submitting in partial fulfilment of the requirements
for the Award of the Degree of
BACHELOR OF COMMERCE
By
SHARANYA N
21COMF23
Under the Guidance of
Dr. Kumarasamy P
KRISTU JAYANTI COLLEGE (AUTONOMOUS)
K. NARAYANPURA, KOTHANUR POST,
BANGALORE - 560077
2023 – 2024

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KRISTU JAYANTI COLLEGE (AUTONOMOUS)
CERTIFICATE FROM GUIDE
This is to certify that this internship work titled Reliance smart company is based on an original
project study conducted by SHARANYA N (21COMF23) of V semester BCom under my guidance.
This internship work has not formed the basis for the award of any degree/ diploma by Bangalore North
University or any other university.
Place: Bangalore
Date: Dr.Kumarasamy P

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KRISTU JAYANTI COLLEGE (AUTONOMOUS)
CERTIFICATE FROM INSTITUTION
This is to certify that this internship work titled RELIANCE SMART is based on an original project
study conducted by SHARANYA N (21COMF23) of V semester BCom under the guidance of Dr.
Kumarasamy P
This internship work is based on original and has not formed the basis for the award of any
degree/diploma by Bangalore North University or any other University.
Head of the Department Principal
Place: Place:
Date: Date:

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DECLARATION FROM CANDIDATE
I SHARANYA N (21COMF23), hereby declare that this internship work titled Reliance smart
company is based on the original project conducted by me under the guidance of Dr.
Kumarasamy.
This has not been submitted earlier for the award of any other degree/diploma from Bangalore North
University or any other University.
Place: Bangalore
Date:
Reg. No:21COMF23 SHARANYA N

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TABLE OF CONTENTS
SL.NO CHAPTER
NO.
PARTICULARS PAGE
NO.
1 1 Introduction 1-3
2 2 Industry profile 4-10
3 3 3 C Analysis – Company, Customer,
Competitor
11-28
4 4 Organizational Structure/
Departments Profile
29-30
5 5 SWOC Analysis 31-38
6 6 Learning outcomes 39-40
7 7 Conclusion 41
TOTAL 41

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CHAPTER -1
INTRODUCTION
A brief overview about the project
India’s largest private sector company, Reliance industries has evolved from being a textiles
and polyester company to an integrated player across energy petrochemicals, textiles, natural
resources, retails and telecommunications and operates world-class manufacturing facilities
across the country. Reliance’s products and services portfolio touches almost all needs of people
on a daily basis, across economic and social spectrums.
Reliance Industries Limited is headquartered in Mumbai and is growing under the leadership
of Mukesh Ambani, the son of late Dhirubhai Ambani and elder brother of Anil Ambani after
the division of family business among the two brothers.
Reliance group is a conglomerate holding company in India that has a wide portfolio of business
and is the highest taxpayer in the Indian Private Sector. It accounts for over 5% of the total
merchandise exports from India. RIL was the first Indian company to breach $ 100 billion
market capitalization in 2007 and by 2019 it has become the first Indian firm to cross Rs 9 lakh
crore market valuation marks. The company has ranked 106th
on the Fortune Global 500 list of
the world’s biggest corporations as of 2019.
The largest retail store network of India, Reliance Retails holds several cutting-edge brands
like Reliance Fresh, Reliance Wellness, Reliance Time out, Reliance iStore, Reliance Market,
Reliance Trends, Reliance Jewel, and many more. In the year 2013, it had over 1466 stores.
Reliance Retail has adopted a multi-prong and operates a chain of neighbourhood stores and
has democratized access to a variety of products and services across diverse segments for Indian
consumers.
Retail is the process of selling consumer goods and/or services to customers through multiple
channels of distribution to earn a profit. Demand is created through diverse target markets and
promotional tactics, satisfying consumers' wants and needs through a lean supply chain. In the
2000s, an increasing amount of retailing is done online using electronic payment and delivery

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via a courier or postal mail. Retailing includes subordinated services, such as delivery. The term
"retailer" is also applied where a service provider services the needs of a large number of
individuals, such as for the public. Shops may be on residential streets, streets with few or no
houses, or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a
shopping street has a partial or full roof to protect customers from precipitation. Online
retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and
mail order, are forms of non-shop retailing. Shopping generally refers to the act of buying
products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it
is done as a recreational activity. Recreational shopping often involves window shopping (just
looking, not buying) and browsing and does not always result in a purchase.
It started its operations in 2006 and branched into various divisions of the consumer space.
• Reliance Trends: Clothing.
• Reliance Fresh: Food and groceries.
• Reliance Digital: Consumer Electronics (TV sets, mobiles, tablets, washing machines,
etc.)
• Reliance Footprint: Footwear.
• Reliance Market: A wholesale cash and carry store chain for supporting the local
Kirana shops.
• Reliance Jewels: Jewellery.
• AJIO: An e-commerce platform for clothing.
• Reliance mall: it houses all the divisions of Retail together.
Reliance fresh and smart makes your grocery shopping even simpler. No more hassles of
sweating it out in crowded markets, grocery shops and supermarkets- now shop from the
comfort of your home office or on the move. They offer you the convenience of shopping for
everything that you need for your home - be it fresh fruits and vegetables, rice, dals, oil, packed
food, daily items, frozen, pet food, household cleaning items and personal care products from
a single virtual store.
It is the largest retailer in India with the widest reach. Reliance Retail has 249 million registered
customers buying across all its formats. it recorded more than 780 million footfalls across all

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its stores in FY23, a scale unmatched by any other retailer in India. Reliance smart is one of the
largest and fastest growing Grocery retail chains in India.
Synonymous to its name, SMART is a new age supermarket serving the needs of today’s smart
and value seeking customers. Reliance SMART offers a one-stop shopping experience by
offering fresh produce, bakery, dairy products, general merchandise, smart apparels and
appliances, making it a complete shopping destination. In many cases SMART stores are co-
located with their fashion and electronic store Reliance Digital, giving customers a wide choice
for all their shopping needs.
Reliance SMART’s incredible value proposition rewards shoppers more for bigger purchases,
every single time when customers shop, with 100% assortment being offered below MRP all
year round. All this while delivering superior quality products, best of the brands latest launches
and a world-class shopping experience.
Further strengthening the value proposition SMART stores offer Reliance Retail Private
Brands. Their private brands offer product choices across 110 categories spread over staples to
processed foods and beverages, personal care, cosmetics, and fragrances to health and hygiene,
fabric and home care to home decor range. Goodlife, Sanctac, Yeah!Desi kitchen, Purik, Enzo,
Get Real, My Home, Samvaad, Glimmer, Petals and Happy Living are some of the private
brands offering outstanding value propositions.
Smart point is a neighbourhood small format store of Reliance Retail with an objective of “Bde
Dukan ki Badi Bachat ab pados mein” (Big Saving of Big Supermarkets, now near you) for
customers.
Their Smart Points stores serve as the last mile delivery hub for all the digital orders, while also
providing easy accessibility for the customers as they walk-in to the store and shop for their
daily needs and services.

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CHAPTER – 2
INDUSTRY PROFILE
Reliance Retail is the retail initiative of Reliance Industries Limited and is central to the group’s
consumer facing businesses. Reliance Retail revolution in India.
Reliance Retail’s operating model unleashes the aspirational energy of the new, resurgent India.
Reliance Retail’s guiding philosophy rests on the tenets of enabling inclusion, growth and
building sustainable societal inclusion, growth and building sustainable societal value for
millions of Indians.
In a short period, it has forged strong and enduring bonds with millions of consumers by
providing them unlimited choice, outstanding value proposition, superior quality and
unmatched shopping experience across all its stores.
Reliance Retail’s growth over the years has triggered a large socio-economic transformation on
an extraordinary scale in India.
Reliance Retail has been ranked amongst the faster growing retailers in the world. It is ranked
53rd in the list of Top Global Retailers and is the only Indian Retailer to feature in top 100. It
is the largest retailer in India with the widest reach.
Reliance Retail has 249 million registered customers buying across all its formats. It recorded
more than 780 million footfalls across all its stores in FY23, a scale unparalleled in the Indian
retail industry and continues to enrich the quality of lives of millions of Indians every day.
Reliance Retail has adopted a multi-prong strategy and operates a wide array of store formats
that cater to planned shopping needs, as well as daily or occasional needs of the customers
across major consumption baskets of Grocery, Consumer Electronics, Fashion & Lifestyle and
Pharma.

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In Grocery consumption basket, Reliance Retail operates Fresh Signature, Smart superstore,
Smart Bazaar, Smart Point Fresh, Shree Kannan Departmental, 7-Eleven and Jayasurya stores
focused on food, fresh produce, bakery, dairy products, as well as general merchandise items.
In addition, it runs quick commerce company, Dunzo and subscription-based hyperlocal
delivery platform, Milk basket.
With an ambition to help every Indian household get access to quality products Limited, the
company’s FMCG arm, has built a strong portfolio ranging from Campa, Raskik in the beverage
category to Enzo, Glimmer, Puric, get real and Dozo in the home & personal care segment.
Under the Independence brand, it offers a wide range of daily essentials to Indian consumers at
exceptional value.
In pharma, Reliance Retail addresses both online and offline needs of Indian consumers through
Net meds digital platform and a fast- expanding range of Net meds freestanding stores.
Reliance Retail has strengthened its presence in the beauty space with Tira, an
omni-channel beauty retail platform that offers a seamless and personalized shopping
experience to beauty enthusiasts across India by offering them a fine selection of global and
indigenous beauty brands.
In consumer Electronics, Reliance Retail operates Reliance Digital and My jio store formats
offering a wide range of consumer electronics, home appliances, computing and mobility
products, latest gadgets and accessories. These stores are backed by resQ, a full-fledged service
organization and India’s only ISO 9001 certified electronics service brands.
In Fashion & Lifestyle, Reliance Retail operates a portfolio of formats that serves customers
across value, mid, premium and luxury segments. Reliance Retail operates Trends, Trends
women, Trends man, trends Footwear, Avantra by Trends, Azorte, Centro, Reliance Jewels,
Hamleys formats and a portfolio of more than 50 marquee international brands such as GAP,
Armani, Burberry, Diesel, GAS, Marks& Spencer, Superdry, brooks Brothers, Steve Madden
and more.

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Reliance Retail has a strong presence in digital commerce channels led by AJIO, a fashion &
lifestyle destination store bringing the best of national and international brands to customers'
doorsteps and Jiomart, a cross-category horizontal platform that leverages the wide network of
Reliance Retail’s stores and well-established supply chain infrastructure.
Reliance Retail reported a turnover of Rs. 2,60,364 crores for the financial year 2022-23. As on
March 31, 2023, Reliance Retail had an area of over 65.6 million sft.
Reliance Retail is an Indian retail company and a subsidiary of Reliance Industries. Founded in
2006, it is the largest retailer in India in terms of revenue. Its retail outlets offer foods, groceries,
apparel, footwear, toys, home improvement products, electronic goods, and farm implements
and inputs. Apart from physical outlets, the company also sells products on its e-commerce
channels. It has 280,000 employees at 16,700 store locations.
Although Reliance Retails grocery businesses primarily markets products of third party FMCG
players, they also sell inhouse brands including: best farms, Good Life, Enzo, Mopz, Expelz
and Home One.
With nearly 3 million daily transactions, Reliance Retail operates at a scale unparalleled in the
Indian retail industries and continues to enrich the quality of lives of millions of Indians every
day.
Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its
GDP. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail
markets in the world by economic value. India is one of the fastest growing retail markets in
the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner
manned small shops. In 2010, larger format convenience stores and supermarkets accounted for
about 4 percent of the industry, and these were present only in large urban centers. India's retail
and logistics industry employs about 40 million Indians (3.3% of Indian population). Until
2011, Indian central government denied foreign direct investment (FDI) in multi-brand retail,
forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail
outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process. In
November 2011, India's central government announced retail reforms for both multi-brand

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stores and single-brand stores. These market reforms paved the way for retail innovation and
competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single
brand majors such as IKEA, Nike, and Apple. The announcement sparked intense activism,
both in opposition and in support of the reforms. In December 2011, under pressure from the
opposition, Indian government placed the retail reforms on hold till it reaches a consensus. In
January 2012, India approved reforms for single-brand stores welcoming anyone in the world
to innovate in Indian retail market with 100% ownership, but imposed the requirement that the
single brand retailer source 30 percent of its goods from India. Indian government continues
the hold on retail reforms for multi-brand stores. In June 2012, IKEA announced it had applied
for permission to invest $1.9 billion in India and set up 25 retail stores. An analyst from Fitch
Group stated that the 30 percent requirement was likely to significantly delay if not prevent
most single brand majors from Europe, USA and Japan from opening stores and creating
associated jobs in India. On 14 September 2012, the government of India announced the
opening of FDI in multi-brand retail, subject to approvals by individual states. This decision
was welcomed by economists and the markets, but caused protests and an upheaval in India's
central government's political coalition structure. On 20 September 2012, 5 the Government of
India formally notified the FDI reforms for single and multi-brand retail, thereby making it
effective under Indian law. On 7 December 2012, the Federal Government of India allowed
51% FDI in multiband retail in India. The government managed to get the approval of multi-
brand retail in the parliament despite heavy uproar from the opposition (the NDA and leftist
parties). Some states will allow foreign supermarkets like Walmart, Tesco and Carrefour to open
while other states will not allow.
Competitor Analysis Framework
Michael Porter presented a framework for analysing competitors. This framework is based on
the following four key aspects of a competitor:
● Competitor's objectives
● Competitor's assumptions
● Competitor's strategy

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● Competitor's capabilities Objectives and assumptions are what drive the competitor, and
strategy and capabilities are what the competitor is doing or is capable of doing.
A competitor analysis should include the more important existing competitors as well as
potential competitors such as those firms that might enter the industry, for example, by
extending their present strategy or by vertically integrating.
History
In September 2020, it was announced that American investment firm Silver Lake had bought
1.75% stake in reliance retail for Rs 7500 cr valuing the business at Rs4.28 trillion. On 23
September, it was announced that KKR has bought 1.28%stake for Rs 5500 cr valuing the
venture at Rs 4.28 trillion.
In October 2020, Singapore's GIC bought a 1.22% stake for $725 million, while TPG acquired
a 0.41% stake for $250 million giving Reliance Retail a pre-money valuation of $58.5 billion.
In 2022 Reliance Retail launched a fashion store under Azorte brand, under which it retails
footwear, fashion accessories, home and beauty products.
In March 2023, Reliance consumer products (RCPL), the fast-moving consumer goods arm and
subsidiary of Reliance Retail Ventures (RRVL), announced the relaunch of soft drinks brand,
Campa cola.
Growth
Indian multinational company Reliance Industries subsidiary, Reliance Retail, has reported
gross revenue of Rs 2603.63bn for the fiscal year 2023. This represents a 30% year -over-year
increase from the gross revenues of Rs 1997.
Growth over 1997-2010 India in 1997 allowed foreign direct investment (FDI) in cash and carry
wholesale. Then, it required government approval. The approval requirement was relaxed, and

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automatic permission was granted in 2006. Between 2000 to 2010, Indian retail attracted about
$1.8 billion in foreign direct investment, representing a very small 1.5% of total investment
flow into India. Single brand retailing attracted 94 proposals between 2006 and 2010, of which
57 were approved and implemented. For a country of 1.2 billion people, this is a very small
number. Some claim one of the primary restraints inhibiting better 7 participation was that India
required single brand retailers to limit their ownership in Indian outlets to 51%. China in
contrast allows 100% ownership by foreign companies in both single brand and multi-brand
retail presence. Indian retail has experienced limited growth, and its spoilage of food harvest is
amongst the highest in the world, because of very limited integrated cold-chain and other
infrastructure. India has only 5386 stand-alone cold storages, having a total capacity of 23.6
million metric tons. However, 80 percent of this storage is used only for potatoes. The remaining
infrastructure capacity is less than 1% of the annual farm output of India, and grossly inadequate
during peak harvest seasons. This leads to about 30% losses in certain perishable agricultural
output in India, on average, every year. Indian laws already allow foreign direct investment in
cold-chain infrastructure to the extent of 100 percent. There has been no interest in foreign
direct investment in cold storage infrastructure build out. Experts claim that cold storage
infrastructure will become economically viable only when there is strong and contractually
binding demand from organized retail. The risk of cold storing perishable food, without an
assured way to move and sell it, puts the economic viability of expensive cold storage in doubt.
In the absence of organized retail competition and with a ban on foreign direct investment in
multi-brand retailers, foreign direct investments are unlikely to begin in cold storage and farm
logistics infrastructure. Until 2010, intermediaries and middlemen in India have dominated the
value chain. Due to a number of intermediaries involved in the traditional Indian retail chain,
norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the
total price paid by the final Indian consumer, as against 2/3rd by farmers in nations with a higher
share of organized retail. The 60%+ margins for middlemen and traditional retail shops have
limited growth and prevented innovation in Indian retail industry
Statistics
Reliance Retail reported a turnover of Rs. 2,60,364 cr for the financial year 2022-23. As on
March 31, 2023, Reliance Retail operated 18,040 stores across 7000+ towns with a retail area
of over 65.6 million sft.

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Regulatory framework
This privacy policy, together with the term of use, describes the company’s policies and
procedures on the collection, use and disclosure of the information provided by users and
visitors of the platforms. The company shall not use the user’s information in any manner except
as provided under this privacy policy. Every user who accesses or uses the platform shall be
bound by this privacy policy.
1. As required by Section 143(3) of the Act, based on our audit, we report that:
• We have sought and obtained all the information and explanations which to the best of
our knowledge and belief were necessary for the purposes of our audit.
• In our opinion, proper books of account as required by law have been kept by the
Company so far as it appears from our examination of those books.
• The Balance Sheet, the Statement of Profit and Loss including Other Comprehensive
Income, the Cash Flow Statement and Statement of Changes in Equity dealt with by this
Report are in agreement with the relevant books of account.
• In our opinion, the aforesaid standalone financial statements comply with the Ind AS
specified under Section 133 of the Act.
• On the basis of the written representations received from the directors as on 31st March,
2021 taken on record by the Board of Directors, none of the directors is Report on Other
Legal and Regulatory Requirements
• disqualified as on 31st March, 2021 from being appointed as a director in terms of
Section 164(2) of the Act.
• With respect to the adequacy of the internal financial controls over financial reporting
of the Company with reference to these standalone financial statements and the
operating.

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CHAPTER - 3
3 C ANALYSIS- COMPANY, CUSTOMER, COMPETITOR
Company analysis
Revenue & Net Profit Growth
During the last 5 years, the revenues and net profit of RIL have grown at a CAGR of 13.92%
and 14.68%to Rs 721634 cr and Rs 67,845 cr in FY22. This growth was led by a mix of organic
and inorganic factors.
Taking cues from our segment analysis above, we can conclude that the entry of RIL into the
telecom sector has been quite profitable. Similarly, the recent focus on retail division, 5G
solutions, and others is expected to drive the top line and bottom-line growth in the years to
come.
The table below shows the consolidated operating revenue and net profit of Reliance revenue
and net profit of Reliance industries Ltd. for the last six years.
Retail Industry
Due to its large population and rising income levels, India is one of the most lucrative markets.
Multiple domestic and international companies are spending excessively to build online and
offline capabilities to tap the urban and rural demand.
Various sectors like fashion and lifestyle, nutrition, pharmaceutical, and consumer electronics
together make up the retail industry in India. The combined sector is projected to grow at a
CAGR of 11% to touch $1.2 trillion in value by 2025.

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For such a large company, Mukesh Ambani led Reliance ltd. has given years. It generated 21%
CAGR return for its investors launching this or that new business successfully. Where does it
stand today? Can investors expect the same returns in the future? We shall attempt to answer
these and other questions by performing a fundamental analysis of the reliance industry.
The conglomerate groups its various businesses into five major segments: retail, digital
services, oil to chemicals, oil & gas exploration, financial services, and others.
Reliance retail is the omnichannel division of the company selling clothes, consumer electronics
goods, groceries, footwear, medicines, furniture, jewellery, toys, and more through its 17,225
stores and multiple mobile apps & websites. It has well-known in-house and partner brands
such as net meds, reliance digital, reliance trends, ajio, jio mart, clovia, amante, Ritu Kumar,
Manish Malhotra, just dial, dunzo, etc. under its portfolio.
Customer Analysis
Reliance Digital is a one stop for electronics and consumer durables. Customer perception
certainly plays an important role in having the ability to attract new customers and also to retain
the existing customers. In the highly grown markets, it is quite important to attract new
customers and also keep track of the existing customer base. The objective of the present study
is to analyse the customer perception towards quality, store design, service, pricing of products
and location aspects and in turn also analyse customer perception towards the ambience of the
store. The study conducted might help Reliance digital to know what all factors are essential
for maintaining a good relationship with its customer. In this regard a survey was conducted
using structured questionnaires with around 150 respondents through Google forms. Data
collected was analysed and represented using SPSS. The study strives to assess the major
challenges faced by the employees while working in the store. It was also found during the
course of research that many of the customers were more loyal towards Reliance digital store
and maintained a good customer service. The study helps us to understand and ascertain
customer perception towards Reliance Digital and its products in our city.
A comprehensive survey was conducted in this regard to get sufficient insights for the study.
The findings of the study can be of help to Reliance Digital to understand customer perception.

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The Indian retail industry has emerged as one of the most dynamic and growing fast due to
several new players entering into the industry. Total consumption expenditure is expected to
reach nearly US$ 3,600 billion by 2020 from us$ 1,824 billion in 2017. The organized retail
market has a share of 8% as per 2012. While Indian presents a large market opportunity given
the number and increasing purchasing power of consumers, there are significant challenges
include: Geographically dispersed mass media and existence of counterfeit goods. India is one
of the fastest growing retail markets in the world, with 1.2 billion people. As of 2003, India’s
retailing industry was essentially owner-manned small shops. In 2010, larger format
convenience stores and supermarkets accounted for about 4%of the industry, and these were
present only in large urban centres. The Indian government continues the hold on retail reforms
for multi brand stores. In June 2012, IKEA announced it had applied for permission to invest
$1.9 billion in India and set up 25 retail stores. Customer perception and its associate
contribution to the customers satisfaction has been given in the brief form. Perception is a
process by which an individual selects, organizes and interprets stimuli in a meaningful picture
of the world. Also, we can describe “how we see the world around us”. Perception is the process
of selecting, organizing and interpreting or attaching meaning to events happening in the
environment. Perception is one of the objects studied by the science of consumer behaviour.
Analysing the work of scientists studying consumer behaviour, it is possible to make a
conclusion that perception is presented as one of personal factors, determining consumer
behaviour. In today’s digital age, virtually everything is a Google search away. This makes your
goods and services easier to find, but the trade-off is that your competition is easier to find as
well. That means it's easier for unhappy or unsatisfied customers to leave. Consumers want
good quality, but they also want to know they are getting good value. That value isn’t just
judged by the product or service they are purchasing, but the availability and usability of the
customer service that supports it. It's just not enough anymore to have brand recognition,
consumers want to feel good about a brand and company. They want to do business with civic-
minded corporations with positive world views. When consumer’s perceptions are good, they
will continue purchasing goods from this company. These customers also will avoid spreading
disappointing experiences to others consumer perceptions are based on feelings.
A customer perception measurement is an important tool used by companies that expresses how
well the companies are satisfying customers. Create a survey to give customers. The only way
to measure and increase customer’s positive perceptions of our company is to ask customers

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how they feel about your company. By creating a survey, you are able to get information
directly from the customer.
Analysis of customer needs and wants
Learning about customer needs and wants is an important part of competitive analysis as well.
Customer priorities should become your business's priorities. In addition, small businesses
should take care that they not limit their study to priorities that are already manifested in the
marketplace. Indeed, new product development and new innovations in service are essential to
business success in any industry. Business owners and managers need to study—and thus
anticipate—future customer needs and wants as well those needs and wants that are currently
being addressed
Learning about customer needs and wants is an important part of competitive analysis as well.
Customer priorities should become your business's priorities. In addition, small businesses
should take care that they not limit their study to priorities that are already manifested in the
marketplace. Indeed, new product development and new innovations in service are essential to
business success in any industry. Business owners and managers need to study—and thus
anticipate—future customer needs and wants as well those needs and wants that are currently
being addressed.
Objective of the present study:
1. To understand the retail industry.
2. To analyse the customer perception towards quality, store service, pricing of products,
and location.
3. To analyse customer perception towards the ambiance of the store.
The purpose of this research paper is to understand shopper behaviour and evaluate customer
experience with reference to Reliance retail, his research also helps to determine factors that
influence customers perception towards Reliance retail. It also tests association between
customers' first visit and their overall shopping experience, also to know the overall satisfaction
of the customer with the store. The research is descriptive in nature. The primary data analysis

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has been done using regression analysis and chi square test with the help of SPSS and advanced
majorly from product quality. The study also investigated that there is a significant association
between customers' first visit and their overall shopping experience.
Retail classification:
Retail industry can be broadly classified into 2 categories namely- organized and unorganized
retail.
1. Organized retail- Organized retailers, who are licensed for trading activities and
registered to pay taxes to the government.
2. Unorganized retail- it consists of unauthorized small retail outlets- but remains as the
radiating force of the Indian retail industry.
Objectives:
Primary objective:
To understand the shopper’s behaviour and customer experience.
Secondary objective:
1. To determine factors that influence customers' perception towards Reliance trends.
2. To test association between customers' first visit and their overall shopping experience.
3. To determine overall satisfaction of customers with the store.
Competitor analysis
Reliance industry limited has been focusing on the retail business for years now but in the last
two to three years it has increased its focus on this segment. It has acquired a lot of retail
companies and startups in the last two to three years and thus making its intentions clear of
establishing itself as “The Retail Leader” just like it had done with Jio a few years ago. The

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retail arm of Reliance has been working on conquering both the online and offline mode of
retail by acquiring the Future Group and launching Jio Mart. Its primary competitors are
Dmart, Amazon and Flipkart However, all its competitors are working along the same lines of
increasing their presence both online and offline either through acquisitions or through building
things from scratch. The Future Group which is acquired by Reliance Retail is under the
scrutiny of the Supreme Court and the acquisition has been halted temporarily as Amazon has
accused Future Group of violating an agreement previously agreed upon. As it is an industry
that is yet to establish thoroughly, only time will tell us whose efforts were appreciated by the
customers.
Reliance Industries has a strong distribution network, which enables it to reach customers in
different parts of the country. The company has a vast retail network, with over 12,000 stores
across India. This allows Reliance to reach customers in both urban and rural areas.
Additionally, the company has a strong online presence through JioMart, which is an e-
commerce platform for groceries and household essentials. Reliance’s distribution network
helps the company to gain a competitive advantage by reaching customers quickly and
efficiently.
Reliance Industries has a strong financial position, with a high credit rating and healthy cash
reserves. This financial strength enables the company to invest in new businesses and
technologies, and to weather economic downturns. Additionally, Reliance’s financial strength
helps the company to attract investors and secure funding for its various projects.
Reliance Retail on Thursday launched a large format premium fashion and lifestyle store
brand 'Azorte'.
The new store format includes several tech-enabled interventions such as smart trial
rooms, fashion discovery stations, "endless aisles" and self-checkout kiosks, it said in a
statement.
"Azorte will house the best of global trends and contemporary Indian fashion with an
original take on style ranging from western and Indian wear to footwear, fashion
accessories, home, beauty and more," it added.
CEO, Fashion and Lifestyle - Reliance Retail, Akhilesh Prasad, said the mid-premium
fashion segment is one of fastest growing consumer segments as millennials and the

22. 22
Gen-Z are increasingly demanding the latest of international and contemporary Indian
fashion.
"Azorte offers wardrobe must-haves for the fashion forward customers of new India,"
he said.
VP and Business Head, Azorte, Rakesh Jallipally, said, "Azorte is India's first fashion
NeoStore that offers high-street fashion with on-trend styles and classics reinvented –
shoppers can future-proof their wardrobe with Azorte."
With a size of around 18,000 square feet, the first Azorte store opened its doors at a mall
here.
The company plans to ramp up the store presence across key markets over the coming
months, the statement said.
Once a company's universe of competitors has been defined and identified, it can start on the
process of identifying the strengths and weaknesses of those competitors. Abrams cautioned
that many small business owners are tempted to place undue weight on the quality of the product
or service they offer (or plan to offer, in the case of new businesses). This may be a comforting
thought, admitted Abrams, but it betrays a fundamental misunderstanding of how business
works: "The objective features of your 26 There are two main questions that cut to the heart of
this element of competitive analysis: What key advantages do the competing businesses possess
in the realms of production management, marketing, service reputation, and other aspects of
business operation? What key vulnerabilities or weaknesses do the competing firms have in
these same areas? Of course, examination of a competitor's strengths and weaknesses also
requires separating important advantages (intense customer loyalty, for instance) and
disadvantages (reputation as a polluter) from less important advantages (a larger parking lot,
perhaps) and disadvantages (older forklift machinery). Writing in his book Developing
Business Strategies, David Aaker suggested that business owners should concentrate them.
Businesses seeking to enter new markets typically have to grapple with several different
barriers. Some of these can be surmounted without inordinate difficulty, while others may be
so imposing that they preclude launching a campaign. Abrams cited several common barriers
to entry for new competition: Patents—These provide some protection for new products or
processes High start-up costs—In many cases, this barrier is the most daunting one for small

23. 23
businesses Knowledge—Lack of technical, manufacturing, marketing, or engineering expertise
can all be a significant obstacle to successful market entry Market saturation—It is a basic
reality that it is more difficult to carve out a niche in a crowded market than it is to establish a
presence in a market marked by relatively light competition "Realistically, few barriers to entry
last very long, particularly in newer industries," concluded Abrams. "Even patents do not
provide nearly as much protection as is generally assumed. Thus, you need to realistically
project the period of time by which new competitors will breach these barriers.
Some of the biggest competitors of Reliance Retail are Subhi Ksha, Future group, star bazaar.
Some of the strengths of its competitors are, Star India Bazaar: Star Bazaar has various products
like food products, clothing, electronics and more offers high quality products at very low prices.
It has a high brand value as part of the TATA group. It offers a really good shopping experience
and customer satisfaction, due to the service. Subhi Ksha: This is an Indian chain of 1,600 stores
all over India and has a skilled workforce, which help customers purchase decisions. His prices
are about 8% less than the MRP so it is affordable for the common man. It has a good atmosphere
than the typical store helps clients gain more time and has a strong supply chain management
Future Group: has a wide presence in India, covering almost all major cities and towns efficient,
aware of the costs involved quality of service. Future Group also has a high brand value in a
changing market. It offers a range of products under one window increases the chances of client
time and choice and it is equipped with 35,000 employees.
Competitor's Objectives
Knowledge of a competitor's objectives facilitates a better prediction of the competitor's
reaction to different competitive moves. For example, a competitor that is focused on reaching
short-term financial goals might not be willing to spend much money responding to a
competitive attack. Rather, such a competitor might Favor focusing on the products that hold
positions that better can be defended. On the other hand, a company that has no short-term
profitability objectives might be willing to participate in destructive price competition in which
neither firm earns a profit. Competitor objectives may be financial or other types. Some
examples include growth rate, market share, and technology leadership. Goals may be
associated with each hierarchical level of strategy - corporate, business unit, and functional
level. The competitor's organizational structure provides clues as to which functions of the
company are deemed to be the more important. For example, those functions that report directly

24. 24
to the chief executive officer are likely to be given priority over those that report to a senior
vice president.
History
Reliance Retail is an Indian retail company and a subsidiary of Reliance Industries. Founded in
2006, it is the largest retailer in India in terms of revenue. Its retail outlets offer foods, groceries,
apparel, footwear, toys, home improvement products, electronic goods, and farm implements
and inputs. Apart from physical outlets, the company also sells products on its e-commerce
channels. It has 280,000 employees at 16,700 store locations.
In September 2020, it was announced that American investment firm silver lake has bought
1.75% stake in Reliance Retail for ₹7,500 crore (US$940 million) valuing the business at ₹4.28
trillion (US$54 billion). On 23 September, it was announced that KKR has bought 1.28% stake
for ₹5,500 crore valuing the venture at ₹4.28 trillion or $58 billion.
In October 2020, Singapore's GIC bought a 1.22% stake for $752 million, while TPG acquired
a 0.41% stake for $250 million giving Reliance Retail a pre-money valuation of $58.5 billion.
In 2022, Reliance Retail launched fashion stores under Azorte brand, under which it retails
footwear, fashion accessories, home and beauty products.
In March 2023, Reliance Consumer Products (RCPL), the fast-moving consumer goods arm
and subsidiary of Reliance Retail Ventures (RRVL), announced the relaunch of soft drink
brand.
Reliance Retail is India's largest, fastest-growing, and most profitable retailer with a diversified
Omni-channel presence via integrated store concepts, and digital and new commerce platforms.
We provide consumers with an outstanding value proposition, superior quality products, and an
unmatched shopping experience. Founded in 2006 with a view to revolutionizing retail in India,
we have, over the years, developed and perfected our capabilities across people, processes, and
technology to meet our end objectives of creating a win-win proposition for our stakeholders
across the value chain viz. Customers, Manufacturers/Farmers, Merchants, and Brand Partners
as well as enhancing financial income and job security for tens of millions of Indians. Today,
Reliance Retail serves a loyal customer base of more than 193 million across the country,
catering to daily and occasional needs across the major consumption baskets of Consumer
Electronics, Fashion & Lifestyle, Grocery, Pharma, and Connectivity. We operate the largest
store network in the country with 15,000+ stores, spread over 42 million square feet of retail

25. 25
space, and present across 7,000+ cities. Our Omni-enabled store networks and extensive
portfolio of digital commerce platforms bolstered by a strong supply chain and technology
infrastructure, and supported by a well-trained workforce enable us to provide customer service
par excellence. We continue to build our capabilities through organic growth, acquisitions,
partnerships, and strategic investments to strengthen our competencies and bolster our product
offerings. Our strong own brand portfolio is complemented by an equally strong brand partner
portfolio, as Reliance Retail continues to be the partner of choice for leading national and
international brands. Reliance Retail’s New Commerce initiative designed to boost the digital
ecosystem for millions of partner merchants and MSMEs has enabled lakhs of small merchants
to connect with a huge consumer base and embodies our commitment to bettering lives and
creating value for the entire ecosystem.
A marketplace is a location where goods and services are exchanged. The traditional market
square is a city square where traders set up stalls and buyers browse the stores. This kind of
market is very old, and countless such markets are still in operation around the whole world. In
some parts of the world, the retail business is still dominated by small family run stores, but
this market is increasingly being taken over by large retail chains. Most of these stores are called
high street stores. Gradually high street stores are being re-grouped at single locations called malls.
These are more defined and planned spaces for retail stores and brands.
Acquisitions And Partnerships
In August 2020, Reliance Retail announced that it would acquire the retail, wholesale, logistics
and warehousing business of Future group for ₹24,713 crore (US$3.34 billion). However, the
deal was called off in April 2022 after a lengthy legal dispute between Future Group
and amazon.
On 15 November 2020, Reliance Retail announced that it had acquired a majority ownership
of the furniture and decorating company urban ladder.
On 7 October 2021, the company announced its partnership with 7-eleven to open its stores
in India. The announcement came a day after future group announced the end of its partnership
with 7-Eleven, citing the inability to meet the target of opening stores and payment of franchisee
fees. The first 7-Eleven in India opened in Mumbai.
On 6 January 2022, Reliance Retail invested $200 million in Dunzo for a 25.8% stake.

26. 26
In 2022, Campa Cola was acquired by Reliance Industries for ₹22 crores. Reliance Retail
Ventures, the retail arm of the Reliance group launched three variants of the drinks (cola, orange
and lemon) at some select stores.
In March 2023, Reliance Retail completed the acquisition of Metro cash for a cash
consideration of ₹2,850 crore (US$360 million). After the acquisition, Reliance Retail got
access of over 3 million B2B customers of Metro Cash & Carry including 1 million frequent
buyers.
Products And Services offered
Its retail outlets offer foods, groceries, apparel, footwear, toys, home improvement products,
electronic goods, and farm implements and inputs.
Although Reliance Retail's grocery businesses primarily markets products of third party FMCG
players, they also sell inhouse brands including: Best Farms, Good Life, Enzo, Mopz, Expelz
and Home One
In Grocery consumption basket, Reliance Retail operates Fresh Signature, Smart superstore,
Smart Bazaar, Smart Point, Freshpik, Shree Kannan Departmental, 7-Eleven and Jayasurya
stores focused on food, fresh produce, bakery, dairy products, home and personal care products,
as well as general merchandise items. In addition, it runs quick commerce company, Dunzo and
subscription-based hyperlocal delivery platform, Milk basket.
In Fashion & Lifestyle, Reliance Retail operates a portfolio of formats that serves customers
across value, mid, premium and luxury segments. Reliance Retail operates Trends, Trends
Woman, Trends Man, Trends Footwear, Avantra by Trends, Azorte, Centro, Reliance Jewels,
Hamleys formats and a portfolio of more than 50 marquee international brands such as GAP,
Armani, Burberry, Diesel, GAS, Marks & Spencer, Superdry, Brooks Brothers, Steve Madden
and more.
The products and services offered by RELIANCE RETAIL LIMITED are business centers,
hypermarkets, departmental stores, supermarkets, shopping malls, discount stores, specialty
stores, shopping outlets, convenience stores, etc. Its retail outlets offer foods, groceries, apparel
and footwear, lifestyle and home improvement products, electronic goods, and farm implement
and inputs. The company’s outlets also provide vegetables, fruits, and flowers. It focuses on
consumer goods, consumer durables, travel services, energy.

27. 27
Types of products
Retail is usually classified by type of products as follows:
● Food products — typically require cold storage facilities.
● Hard goods or durable goods ("hardline retailers") — automobiles, appliances, electronics,
furniture, sporting goods, lumber, etc., and parts for them. Goods that do not quickly wear out
and provide utility over time.
● Soft goods or consumables— clothing, other fabrics, footwear, cosmetics, medicines and
stationery. Goods that are consumed after one use or have a limited period (typically under three
years) in which you may use them.
●Arts — Contemporary art galleries, Bookstores, Handicrafts, Musical instruments, Gift shops,
and supplies for them.
Sales Statistics
Reliance uses different types of promotion strategies like advertising, sales promotions, events,
personal selling etc. It mainly advertises its offers through printed brochures, broadcast ads etc.
The brand ambassadors are mainly the common people. It offers premiums, gifts, samples etc of
their products. It focusses on functional benefits and designs. It offers weekend discounts, festive
seasons discount etc. It has loyalty cards for its customers. It has counters for people purchasing
less than 5 items.
Types by marketing strategy There are the following types of retailers by marketing strategy:
Department store Department stores are very large stores offering a huge assortment of "soft"
and "hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such
store carries variety of categories and has broad assortment at average price. They offer
considerable customer service. Discount store Discount stores tend to offer a wide array of
products and services, but they compete mainly on price offers extensive assortment of
merchandise at affordable and cut-rate prices. Normally, retailers sell less fashion-oriented
brands. Warehouse store Warehouses that offer low-cost, often high-quantity goods piled on
pallets or steel shelves; warehouse clubs charge a membership fee. Variety store Variety stores
offer extremely low-cost goods, with limited selection. Demographic Retailers that aim at one
particular segment (e.g., high-end retailers focusing on wealthy individuals). Mom-And-Pop A
small retail outlet owned and operated by an individual or family. Focuses on a relatively limited
and selective set of products. Specialty store 2 A specialty (BE: specialty) store has a narrow

28. 28
marketing focus - either specializing on specific merchandise, such as toys, shoes, or clothing,
or on a target audience, such as children, tourists, or oversize women. Size of store varies -
some specialty stores might be retail giants such as Toys "R" Us, Foot Locker, and The Body
Shop, while others might be small, individual shops such as Nutters of Savile Row. Such stores,
regardless of size, tend to have a greater depth of the specialist stock than general stores, and
generally offer specialist product knowledge valued by the consumer. Pricing is usually not the
priority when consumers are deciding upon a specialty store; factors such as branding image,
selection choice, and purchasing assistance are seen as important. They differ from department
stores and supermarkets which carry a wide range of merchandise.
Marketing Strategy of Reliance Retail analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on
Reliance Retail marketing mix, help the brand succeed in the market. Let us start the Reliance
Retail Marketing Strategy & Mix to understand its product, pricing, advertising & distribution
strategies:
Quick Glance:
• Product Strategy
• Pricing Strategy
• Place and Distribution Strategy
• Promotional and Advertising Strategy
• Service Strategy
India’s largest retailer Reliance Retail’s net profit jumped 30% to Rs 9,181 crore for the full
financial year 2022-23 over the previous year, with an equal growth in its gross revenue to a
whopping Rs 2.6 lakh crore, driven by higher footfalls at its expanded network of stores after
the Covid pandemic. Billionaire Mukesh Ambani-owned conglomerate Reliance Industries
Limited’s retail business, which spans consumer electronics, grocery and fashion & lifestyle,
grew its net profit by 30% from Rs 7,055 crore at the end of FY22 and its gross revenue grew
30% from Rs 1.99 lakh crore in FY22.
Reliance Retail Limited – which is operated by the holding company Reliance Retail Ventures
Limited, a subsidiary of Reliance Industries Limited – accounts for more than a quarter of the
diversified conglomerate’s consolidated revenue of Rs 9.76 lakh crore In the first full financial
year free of lockdowns since the Covid pandemic, the business added 3,300 new stores to take

29. 29
the total store count at the end of the year to 18,040 stores. Its stores witnessed a 50% jump in
footfalls year-on-year at 78 crores, while its registered customer base grew 29% Y-o-Y to reach
24.9 crore.
Reliance Retail operates 22 sub-brands across categories. Its digital commerce and new
commerce businesses, which include the likes of AJIO and JioMart, contributed 18% of the
revenue, the company noted.
“Retail business registered excellent growth numbers backed by expansion of physical and
digital footprint and a significant increase in footfall. We continue to expand our product base
across consumption baskets, ensuring our customers get world-class products at affordable
prices. Our retail team has an unwavering focus on enhancing consumer experience and ease of
shopping,” said Mukesh Ambani, Chairman and Managing Director, Reliance Industries
Limited.
Category-wise, the company said its consumer electronics’ revenue grew 35% year-on-year,
while fashion & lifestyle delivered a revenue growth of 19% year-on-year led by wedding
season and festivals resulting in higher bill values and improved conversions. The grocery
business delivered robust revenue growth led by growth across categories, it said.
The company, which acquired a majority stake in online pharmacy Netmeds, said its pharma
business showed steady growth across channels and geographies.
Isha M Ambani, Executive Director, Reliance Retail Ventures Limited, said: “Reliance Retail
continues on the path of registering industry leading growth year after year at a scale unmatched
in India. At Reliance Retail we remain committed to delivering exceptional value to our
customers while driving sustainable growth for our business and various stakeholders in the
ecosystem. Our focus on customer-centricity backed by investments in technology, innovation
and new business segments have helped us create operational excellence and steer the
transformation of India’s retail sector."
In FY23, the retail business forayed into FMCG and beauty businesses with the launch of cola
brand ‘Campa’ and digital commerce platform ‘Tira’. Reliance Retail also acquired and
partnered with notable brands such as Metro, GAP, Catwalk, Centro Footwear, Insight
Cosmetics, Sunglass Hut, Tods, Pret a Manger, Sosyo, and Lotus chocolates. It also launched
new format stores such as Smart Bazaar, Azorte, Centro, Fashion Factory and Portico.

30. 30
During the March quarter, Reliance Retail witnessed a record 219 million footfalls across
formats and geographies. It posted net profit of Rs 2,415 crore at 12.9% growth Y-o-Y and
gross revenue of Rs 69,267 crore at 19% Y-o-Y growth. The grocery business grew 66% Y-o-
Y, the fashion and lifestyle grew 19% Y-o-Y and consumer electronics (excluding devices)
grew 37% Y-o-Y.
According to the corporation, its operating revenue for the quarter increased by 19.5%
to ₹62,159 crore from ₹58,554 crore in the same period last year.
In the first quarter of fiscal year 2024 compared to the same period in the previous year, the
business achieved a robust revenue of ₹69,948 crore, representing a 19.5% YoY increase,
primarily driven by growth in Grocery, Consumer Electronics (excluding Devices), and Fashion
& Lifestyle segments. The company maintained its strong track record of profit growth, with
EBITDA reaching ₹5,139 crore, up by 33.9% YoY, and an EBITDA margin from operations
on net sales at 7.9%, up by 30 basis points YoY due to increased efficiencies.
The quarter saw a focus on store expansion, with 555 new stores opening, resulting in a record-
high footfall of 249 million across formats. Digital Commerce and New Commerce businesses
continued their growth trajectory and contributed 18% of revenue. Towards the end of the
quarter, the acquisition of Metro Cash and Carry India was completed, and integration
initiatives with Reliance Retail began.
In the Consumer Electronics segment, excluding devices, there was 14% YoY growth, driven
by consumer engagement through category-led promotions and regional festivities. resQ, the
service organization, achieved robust growth and reached a milestone of 1,000 service centers.
The Own brands/PBG business launched new products across categories and expanded its
distribution reach with a 2.4x YoY growth in merchant count. New Commerce also witnessed
growth, expanding its merchant partner base by 71% YoY, with notable success in Phones and
large appliances.
Fashion & Lifestyle achieved a revenue growth of 15% YoY, driven by increased store traffic
and average bill value. The business adapted its assortment to cater to evolving consumer
preferences in the post-COVID era, with categories like smart casuals and athleisure
experiencing strong growth. The Lingerie business showed steady performance, and AJIO
reported sustained improvement across operational metrics and added 2 million new customers.

31. 31
The Partner Brands business continued to lead in the luxury and premium segment, and the
Jewellery business saw robust revenue growth during the wedding season and regional festivals.
The Grocery segment delivered an exceptional performance with a 59% YoY growth, driven
by Smart and Smart Bazaar formats, with a focus on impactful events and regional promotions.
Non-food categories also grew rapidly, increasing their share in overall business. The business
capitalized on seasonal trends such as ice-creams, cold drinks, and seasonal fruits like mangoes
during the summer season. The Grocery New Commerce segment continued to evolve and
synergized with Metro Cash and Carry India to strengthen its value proposition.
Consumer Brands maintained its growth trajectory, with all categories performing well. The
business expanded its distribution reach and engagement in the General Trade channel,
achieving an impressive 8x YoY revenue growth. There was a significant uptick in the
beverages category, with sales growing 11x YoY, particularly led by Campa Cola gaining
traction across the country. The business also introduced new products in partnership with
international brands, such as Alan’s Bugles in collaboration with General Mills and a range of
deodorants with Europer perfumes.
JioMart remained on a sustained growth path, offering attractive value propositions and a wide
array of products, leading to increased traffic and average bill value. The platform focused on
strengthening its catalogue, with option count growing approximately 6x YoY, and expanded
its seller base, which grew approximately 4x YoY. JioMart introduced the 'Grand Shopping
Carnival,' a successful marketing event that attracted a large base of incremental customers and
saw a doubling of the electronics category share.
Isha M Ambani, Executive Director, Reliance Retail Ventures Limited, said “I am delighted to
share that our financial performance in the quarter has been resilient and aligned with our
business goals. The sustained growth across consumption baskets has further consolidated our
position as a market leader. We continue to innovate and invest in our stores and digital
platforms to make shopping more engaging for our customers."
For the financial year ending March 31, 2023, Reliance Retail's revenue from operation was up
32 per cent to Rs 230,931 crore compared to Rs 174,980 crore a year ago. Its net profit for FY23
was Rs 9,181 crore, up 30.13 per cent from Rs 7,055 crore in the previous year. Similarly, its
gross revenue in the year was up 30.37 per cent to Rs 260,364 crore.

32. 32
Once a small business owner has attended to the above requirements of competitive analysis,
he or she can proceed with the final 28 element of the practice: building a strategic plan that
reflects the findings. Strategic plans should touch on all areas of a business's operations,
including production of goods and/or services, distribution of those goods and/or services,
pricing of goods and/or services, and marketing of goods and/or services.
The majority of shares in India are traded on the Indian stock exchanges at a price of less than
Rs 1,000 per share and there are over 5000 companies listed on the Indian stock exchanges that
have a share price of less than Rs 500 per share. However, there are a few stocks that trade at a
price that is many times thousands of rupees.
However, the share price of a company has nothing to do with the valuation of the company
and even a company with a share price of Rs 2,000 may be undervalued compared to its peers
and a company with a share price of Rs 100 may be overvalued. Be that as it may, for the small
retail investor, it might be a little difficult to get into such stocks that are trading at a very high
share price.
Reliance Retail Product Strategy
The product strategy and mix in Reliance Retail marketing strategy can be explained as follows:
Reliance Retail is one of the most prominent retail brands in India. Under the umbrella of
Reliance Retail, comes a number of companies like Reliance Fresh (contain products from fruits
and vegetables, groceries, daily products, stationery, detergents etc.), Reliance Trends (the dress
and apparels division), Reliance Footprint (the shoes and footwear division), Reliance Jewels
(jewellery and diamonds shop), Reliance Smart (for bakery and fresh products and home care
products), Reliance Digital (electronics showrooms) and Ajio.com (online clothing store).
Reliance Retail reported a turnover of Rs. 2,60,364 crores for the financial year 2022-23. As on
March 31, 2023, Reliance Retail operated 18,040 stores across 7,000+ towns with a retail area
of over 65.6 million sft.
Reliance Retail has recently started working aggressively to increase its presence in India. The
company has launched Jio Mart that offers home delivery of products and services to its

33. 33
Jio mart does not charge any delivery fee as of now whereas its competitors like Amazon and
Flipkart charge a mandatory delivery fee irrespective of the size of the order. This distinguishes
Jio Mart from its customers.
It is also currently working in onboarding Local Kirana Stores and Petty shops from all the
regions of India and help them with home delivery services for their products and offerings.
Reliance Industries has formed several strategic partnerships with global companies, which has
helped the company to gain access to new markets and technologies. For example, Reliance has
formed a partnership with BP to explore new oil and gas reserves in India. The company has
also formed a partnership with Google to develop low-cost smartphones for the Indian market.
These partnerships help Reliance to leverage the strengths of its partners and create new
opportunities for growth.
Building strategic plans to improve marketplace position
Once a small business owner has attended to the above requirements of competitive analysis,
he or she can proceed with the final 28 element of the practice: building a strategic plan that
reflects the findings. Strategic plans should touch on all areas of a business's operations,
including production of goods and/or services, distribution of those goods and/or services,
pricing of goods and/or services, and marketing of goods and/or services.

34. 34
CHAPTER – 4
ORGANIZATIONAL STRUCTURE
Reliance Retail is the retail initiative of RIL and an epicentre of our consumer-facing
businesses. It has been ranked as the fastest-growing retailer in the world. It is ranked 53rd in
the list of Top Global Retailers and is the only Indian Retailer to feature in the Top 100. It is
the largest & the most profitable retailer in India with the widest reach. It has nearly 249 million
ZONAL MANAGER
CLUSTER MANAGER
AREA MANAGER
STORE MANAGER
ASSISTANT STORE MANAGER
SUPERVISOR
COMMERCIAL ASSOCIATE
CUSTOMER SERVICE AAASSOCIATE

35. 35
registered customers buying across all its formats. It recorded more than 780 million footfalls
across all its stores in FY23, a scale unmatched by any other retailer in India. With over 3
million daily transactions, Reliance Retail operates at a scale unparalleled in the Indian retail
industry and continues to enrich the quality of lives of millions of Indians every day. Corporate
frauds have become rampant, we wish to caution all potential job seekers that Reliance
Industries Ltd. & its Group Companies: 1. Do not charge any job seeker any money or deposit
for giving employment offers and interviews or for providing laptop/uniform. 2. Do not appoint
any Agents, Agencies, or Individuals to make or issue offers of employment or benefits on their
behalf. 3. Do not ask for personal documents like mark sheets, PAN Card, Aadhaar Card, CV
to be shared through WhatsApp or any other social media platform 4. Do not communicate
using personal email IDs like Gmail, Yahoo, Hotmail, Outlook, etc. All official
communications related to employment are done using an email address ending with
“@ril.com”. 5. Reliance Industries Ltd. and its Group Companies will neither be responsible
for losses arising out of any fraudulent transactions nor bound by any fraudulent offers. 6. As a
responsible employer we have also developed a “Validate Your Offer” tab on our career page
which can validate authenticity of offer released to candidates. It will be in our mutual interest
that should there be any suspicious activity pertaining to fraudulent enrolment noticed.
34,970 people are employed at Reliance Retail.
Reliance Retail's headcount grew by 277472 people (87.03%) in the last year.
Reliance Retail is based in Mumbai, Maharashtra.
The company has 8 directors and 2 reported key management personnel.
The longest serving director currently on board is Pankaj Mohan Pawar who was appointed on
01 October, 2010. Pankaj Mohan Pawar has been on the board for more than 12 years. The most
recently appointed director is Anshu Prakash, who was appointed on 01 December, 2022.
Pankaj Mohan Pawar has the largest number of other directorships with a seat at a total of 27
companies. In total, the company is connected to 60 other companies through its directors.

36. 36
CHAPTER – 5
SWOC ANALYSIS
When examining the potential for a new business or product, a SWOT analysis can help
determine the likely risks and rewards. SWOT, which stands for Strengths, Weaknesses,
Opportunities and Threats, is an analytical framework that can help your company face its
greatest challenges and find its most promising new markets.
The purpose of a SWOT analysis
In a business context, the SWOT analysis enables organizations to identify both internal and
external influences. Outside of business, other organizations have found much use in the
method's guiding principles. Community health and development, education, and other groups
have used the analysis. SWOT's primary objective is to help organizations develop a full
awareness of all the factors, positive and negative, that may affect strategic planning and
decision-making. This goal can be applied to almost any aspect of industry. Though SWOT is
meant to act primarily as an assessment technique, its lengthy record of success makes it an
invaluable tool in project management.
When to use SWOT
SWOT is meant to be used during the proposal stage of strategic planning. It acts as a precursor
to any sort of company action, which makes it appropriate for the following moments:
● Exploring avenues for new initiatives
● Making decisions about execution strategies for a new policy
● Identifying possible areas for change in a program
● Refining and redirecting efforts mid-plan The SWOT analysis is an excellent tool for
organizing information, presenting solutions, identifying roadblocks and emphasizing
opportunities.

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The Elements of a SWOT Analysis
A SWOT analysis focuses entirely on the four elements included in the acronym, allowing
companies to identify the forces influencing a strategy, action or initiative. Knowing these
positive and negative elements can help companies more effectively communicate what parts
of a plan need to be recognized. When drafting a SWOT analysis, individuals typically create
a table split up into four columns to list each impacting element side-by-side for comparison.
Strengths and weaknesses won't typically match listed opportunities and threats, though they
should correlate somewhat since they're tied together in some way.
Internal factors the first two letters in the acronym, S and W (Strengths and Weaknesses), refer
to internal factors, which means the resources and experience readily available to you.
Examples of areas typically considered include:
● Financial resources, such as funding, sources of income and investment opportunities
● Physical resources, such as your company's location, facilities and equipment
● Human resources, such as employees, volunteers and target audiences
● Access to natural resources, trademarks, patents and copyrights
● Current processes, such as employee programs, department hierarchies and software systems
Businesses should also consider "softer" elements such as company culture and image,
operational efficiency and potential, and the role of key staff. When listing strengths and
weaknesses, individuals shouldn't try to sugarcoat or glaze over inherent weaknesses or
strengths. Identifying factors both good and bad is important in creating a thorough SWOT
analysis. External factors External forces influence and affect every company, organization and
individual. Whether these factors are connected directly or indirectly to an opportunity or threat,
it is important to take note of and document each one. External factors typically reference things
you or your company do not control, such as:
● Market trends, like new products and technology or shifts in audience needs
● Economic trends, such as local, national and international financial trends
● Funding, such as donations, legislature and other sources
● Demographics, such as a target audience's age, race, gender and culture
● Relationships with suppliers and partners

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● Political, environmental and economic regulations Using SWOT to identify external factors
benefited Supreme Graphics, a commercial print manufacturer, which was struggling to
compete with the digital industry in retaining larger advertising and marketing clients. The
SWOT analysis is a simple, albeit comprehensive strategy for identifying not only the
weaknesses and threats of a plan, but also the strengths and opportunities it makes possible.
While an excellent brainstorming tool, the four-cornered analysis also prompts entities to
examine and execute strategies in a more balanced way.
SWOT Analysis strength:
● Brand strength
● Good public image
● Good store ambiance
● Good service
● Well trained employees
● Usage of good planogram
● Good collection of products
● Large investment, hence large inventory
● Rotatable inventory, since having multiple store weakness:
● Internal decision takes a longer time
● Human resource becomes more expensive and standardised training must be given
opportunities:
● Operating around the country
● Having a common price list
● Marketing is much easier, since single name
● Standardisation can be achieved in quality
● Large investment can be useful in using economies of scale threats:
● Existing traditional retail store

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● Incoming modern retail stores
● Customer perception as a newcomer
● Customer perception as a higher end store
Reliance Retail is one of the leading brands in the lifestyle and retail sector. Reliance Retail
SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors
along with opportunities & threats which are the external factors. Let us start the SWOT
Analysis of Reliance Retail:
Retail companies, like other businesses, often use a SWOT (strengths, weaknesses,
opportunities and threats) analysis to evaluate their businesses. A SWOT analysis for retail is
a detailed look at the retailer's strengths, weaknesses, opportunities and threats versus key
competitors in the marketplace. Strengths and weaknesses are considered internal factors,
over which a retailer has more control. Opportunities and threats are external factors, which
are positive and negative situations that retailers continuously face.
Reliance Retail Strengths
The strengths of Reliance Retail look at the key internal factors of its business which gives it
competitive advantage in the market and strengthens its position.
A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in
the SWOT Analysis of Reliance Retail:
1.It is Indian retail chain with 900+ stores in 80 cities in India
2.Hyper market with 95000 markets with tailoring, shoe and watch repair, laundry
3.It owns various private label brands
4.It has strong distribution network- 1600 channels in villages
5. Strong backing of the parent company.
Reliance Retail Weaknesses
The weaknesses of a brand are certain aspects of its business which it can improve. Here are
the weaknesses in the Reliance Retail SWOT Analysis:
• Product variety is available but more SKUs are not present due to inefficient back-end
infrastructure

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• Poor inventory control at certain locations is a concern.
• Inadequate Financial and Technical Resources – Because of a lack of technical and
financial resources, the company has been unable to expand its services both locally and
internationally.
• Mexican Currency Depreciation – The Reliance Fresh Stores in Food Retailing case
solution is dealing with an increasing devaluation of the Mexican peso, which has
resulted in a decrease in financial performance.
• Inadequate Knowledge of Working in US Markets – The lack of experience and
knowledge of operating in the style and theme park industries have limited the
company’s diversity in the highly demanded and lucrative amusement park market.
Reliance Retail Opportunities
The opportunities for any brand can include prospects of future growth. Following are the
opportunities in Reliance Retail SWOT Analysis:
1.Sourcing directly from farmers; no middlemen could earn more profit as number of farmers
will increase five times in next 5 years
• Leveraging on brand name and entering into Reliance saloon
• Large potential to reduce operation cost in cities using strong supply chain.
• Expansion – The company can enter US markets with new kinds of business. It will
help the company expand and earn good revenue.
• Internet Access is Widely Available – Given Mexico’s high web penetration, the
company can capitalize on this opportunity by establishing an interactive digital
platform for marketing its services and attracting ideal clients.
Reliance Retail Threats
The threats for any business can be external factors which can negatively impact its business.
The threats in the SWOT Analysis of Reliance Retail are as mentioned:
• Strong competition globally from Carrefour, Metro A.G., Tesco
• Operating cost are too high.

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• Walmart is biggest competitor when it comes to sourcing/ backward integration.
• Domestic and International Rivalry is Fierce. – Reliance Fresh Markets food retail
faces fierce competition from both global and domestic rivals, as well as rapidly
changing trends in business and consumer preferences. As a result, the organization’s
identity as a strong brand and key player may suffer.
• Duplication of Business Model – Businesses are dealing with an increased risk of
competitors’ duplicating their business models. The core strength of the company and
the most important factor in the success of the business is the business design.
• Currency Depreciation – The increasing depreciation of the Mexican peso against
the US dollar may jeopardize the financial stability of businesses.
A subsidiary of Reliance Industries, Reliance Retail Ltd. was founded in 2006 with headquarters
in Nariman point, Mumbai, Mukesh Ambani is chairman and MD, and Damodar Mall, its CEO.
It is the largest retailer in India in terms of revenue; Reliance Retails has revenues of $ 3.2 billion
and operating profit of about 5.08 million US dollars. Its outlets offer food, groceries, clothing
and footwear, lifestyle and home improvement products, electronic goods and agricultural tools
and inputs. The outlets also provide vegetables, fruits and flowers. It focuses mainly on consumer
goods, durable consumer goods, services, tourism, energy, entertainment and recreation, and
health and wellness products.
Reliance Retail, India's largest brick-and-mortar retail chain is now vying for a slice of the
country's red-hot online retail market, where sales are expected to touch $32.70 billion this year.
According to The Economic Times, Reliance Retail has launched an online shop front for its
smartphones and consumer electronics format Reliance Digital, which is the country's largest
electronics retailer, boasting sales of over Rs 15,100 crore in the last fiscal. "The commercial
operation has just been launched across India," a source told the daily.
Billionaire Mukesh Ambani, the chairman of the company's parent Reliance Industries Limited
had voiced this ambition earlier this month. "As Reliance transitions to become a technology
platform company, we see our biggest growth opportunity in creating a hybrid, online-to-offline
new commerce platform," he had said at the company's annual shareholders' meeting. And the
company has reportedly set the ball rolling after piloting online sales of mobile phones and
consumer electronics for employees for over a year.

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The reason Reliance Retail has zeroed in on these two product categories is obvious - they are
the largest selling categories online. Online accounts for around 38 per cent of India's
smartphone sales, while for televisions it is reportedly around 12 per cent and 6-7 per cent for
appliances.
Significantly, smartphones and consumer electronics account for almost 55-60 per cent of the
business for Amazon and Flipkart, so the market leaders could be looking at stiff competition
from Reliance Retail in the near future.
Citing an industry executive, the report added that Reliance will run heavy discounting from
time to time on some products, say, exclusive models or old models - like other online
marketplaces - while other products will be priced at par with the Reliance Digital offline stores.
"Nevertheless, Reliance Digital already has an aggressive pricing for its offline stores which
are, at times, even the lowest in the market and top brands like LG, Samsung, Sony, Xiaomi
and Panasonic now control most of the online discounts so pricing will be quite competitive
with Amazon and Flipkart," the source told the daily.
With this latest development Reliance is clearly eyeing a sizeable share of online sales of
smartphones, televisions and other consumer electronics during the upcoming festive season.
The company's e-tail experiments thus far were limited to the fashion formats, Ajio.com and
Reliance Trends, and Reliance Smart, which focussed on online grocery, FMCG, fruits and
vegetables in Mumbai, Pune and Bengaluru.
Strengths of Reliance Retail
The following are Reliance Retail’s SWOT Analysis strengths:
• Geographical Reach and a Large Customer Base – The company has a large
geographical reach, a large client base, and a strong brand name identity.
• Excellent Market Position – The company’s focus on continuous product innovation
allows it to maintain a strong market position and improve client satisfaction.
• Strong Business Models – The company had been rather successful in gaining the
preference of parents and was highly relied on due to its company model of providing a
safe education and learning environment for children by collaborating with schools,
industry networks, and instructors.
• Unique Concept – Reliance Fresh Markets in the Food Retailing industry, children
prefer help parks because they offer 200+ activities, 90 different trades and
professionals for each child to perform, and other benefits such as loyalty programs.

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The SWOT analysis of Reliance Fresh looks at the brand’s strengths, weaknesses,
opportunities, and threats. The internal variables in Reliance Retail SWOT Analysis are
the company’s strengths and weaknesses, while the external variables are the company’s
opportunities and threats. The corporation is putting a lot of money into expanding its
dairy production capabilities. There is a slew of new rivals with lower prices and a
higher growth pace. With the backing of this support, the company can expand its capital
globally, so it can give a tough fight to global competitors. Moreover, they can focus on
affordability, so low and middle-class consumers can also buy the products. The
company has developed a strong position due to its strong parent group and proper
marketing strategies. Marketing has taken a digital shift with the advancing time and
post-pandemic digital marketing has become a necessity. If you also want to learn digital
marketing, IIDE is the solution for you.

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CHAPTER -6
LEARNING OUTCOME
As an intern at Reliance Retail, my experience was enriching and valuable. I was exposed to a
dynamic and fast-paced retail environment, where I gained hands-on experience in various
aspects of the retail industry. The team at Reliance Retail was supportive and provided me with
ample learning opportunities, allowing me to develop my skills in areas such as customer
service, inventory management, visual merchandising, and sales. I was also given the chance
to collaborate with team members and contribute to real-world projects, which enhanced my
problem-solving and decision-making abilities. The internship at Reliance Retail has been an
incredible learning journey, and I am grateful for the exposure and knowledge I gained during
my time there.
It was a pleasant experience to have an internship project in a big company like Reliance. It has
given me an opportunity to know all dimensions of the market and how to tackle problems. I
have learned various functions carried out at all the levels of organization, especially of middle
and lower levels. After a rigorous period of my project, I came to know that practical knowledge
is different from theoretical concepts.
I did my internship in Reliance smart NRI Layout TOD6 branch which is playing a major role
in the field of telecommunication having a market share of approximately 73%.
I tried to learn new work in each and every part of the food department so that i can learn how
employees work there and in the food department they divide that department into various
sections like biscuit, Maggie, staple, dairy, juice etc. and I worked in every section of food
department and the
managers were so friendly with me they let me experience each and part of that store. They
taught me how to do the facing for the products so it looks pleasant and neat and arranged in
order. They have made a plan to arrange the products on the shelf and it is called a planogram
so it's very useful for the employees who work there. I even learned to do shelf helping, shelf

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helping means taking out all the products and cleaning the shelf and arranging all the products
in the nearby date of that product.
And we can notice a new type of selling of products where they sell products which expire
within a month. They make the product price less by 25% at 1st, later by 50% and at last by
75%.and this process is known as markdown. and I worked in the staple department and dairy
department so I'm happy that I experienced all the work. This markdown process helps in non-
wastage of foods products this is new in Reliance Smart.

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CHAPTER - 7
CONCLUSION
● It is concluded from the above store analysis that before choosing a location for store research
on the consumer base, visibility, nearness to competitors, accessibility to store for the consumer
should be taken into account.
● Reliance Smart can attract more consumers by different varieties and assortments
● Working environment is good and also the various facilities are provided.
● Reliance Smart has a tremendous potential where it can improve its revenue
drastically by concentrating on its existing customer base.
● As in the research findings it is very clear that regular costumes are still not spending a
major part of their monthly expense in the Reliance Smart store.
● Reliance smart should improve its operations in its Fruits and vegetables section as it has
been seen that people coming just to buy fruits and vegetables go ahead and buy other products
in the store. F&V is the major footfall driver in the Reliance Smart Store.
● During the course of study, it was found that queuing problems exist at the billing counters
which need immediate attention. This problem can be sorted by improving operational
efficiency by better managing the staff available at the store.