Aditya Birla Retail Limited
Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla Group, a $43 billion corporation. The company ventured into food and grocery retail sectors in 2007 with the acquisition of Trinethra Super Retail and subsequently expanded its presence across the country under the brand with two formats - Supermarkets and Hypermarkets. There are currently 523 Supermarkets and 20 Hypermarkets and aims to offer a shopping experience that delivers unbeatable value and quality.
In keeping with our motto 'Quality 1st' , ABRL takes pride in being the first ever Indian food and grocery retailer to receive the FSMS (Food Safety Management System) certification. The company received this certification for ensuring that the manufacturing, storage, distribution and sale of food adheres to the highest quality standards. ABRL's Re-Processing Centers are also FSMS certified. The Aditya Birla Science and Technology Centre in Taloja drives our quest for world-class quality through extensive research and development across food and non-food categories.
Through Clubmore and our comprehensive range of brands, including our Power Brands Vow, Feasters and Kitchen's Promise that offer unbeatable value for homemakers, we aim to create customers that keep on returning for more. In all, our family of Clubmore members has grown to 20 million, all of whom enjoy a host of customised offers and great savings.
ABRL follows the best industry practices in order to unlock the full potential of its staff through our world-class learning institutes - Aditya Birla Center for Retail Excellence and Gyanodaya. Coupled with learning initiatives such as SPARK, Aarohan and Aarambh , these initiatives are critical in helping our people imbibe the key characteristics of our Quality 1st philosophy
Conveniently located in your neighbourhoods, there are 523 stores across the country offering a wide range of fresh fruits and vegetables, groceries, personal care, home care, general merchandise etc. Offering an irresistible combination of quality and value, aims to be the shopping destination of choice for families everywhere.
is a one-stop shopping destination for the entire family. There are currently 20 hypermarkets in operation and you can find a large range of products across fruits and vegetables, groceries, Fresh items(Bakery, Diary & Frozen), FMCG products, general merchandise, apparels, consumer durables and IT goods. There’s something to suit every need at a near you!
- Own Brands
strives to delight customers through our wide range of brands that deliver high quality at attractive prices across ready-to-eat food, beverages, tea, staples, cereals, instant mixes, papad pickles, apparel, footwear, household cleaning essentials, personal care, and devotional products. Our power brands, Vow, Kitchen’s Promise and Feasters deliver world-class quality to discerning consumers. All these brands have been completely developed in-house.
In addition, our Own Brands across categories include Prarthana, More Choice, More Daily, More Life, More Fresh, Bluearth, Karinee, Kruff, Incheels, TRU, Chatter Kids and Yo. ABRL aspires for our range of brands to be a customer’s most preferred brand across product categories.
ABRL’s Research & Development centre in Taloja, spread across 3380 square feet, formulates, tests and develops food as well as non-food products. Each of our brands undergoes stringent testing for shelf life and consumer acceptance before they are made available commercially.
- Aditya Birla Science and Technology Centre, Taloja
Our Research & Development centre set up at Aditya Birla Science and Technology Centre Ltd. in Taloja is spread across 3380 square feet and spearheads our innovation, product research, development and testing efforts. It is equipped with a Packaging Lab, Wet Chemistry Lab, Instrumentation Lab, Formulation development labs/ Pilot plants for food as well as non-food products.
Go mobile with us! The all-new Clubmore offers a shopping experience that’s even more rewarding.
Come join a family of around 20 million Clubmore members and enjoy a host of tailor-made offers that deliver unbeatable savings with your monthly purchases. It is also incredibly convenient as you only need a mobile number to access your account and redeem your points.
What’s more, registration is completely free with no hidden charges, minimum spend requirements or fees. So sign up and join the Clubmore family today & enjoy discounts & offers. click here.
- IT initiatives
ABRL IT strategy and technology solution deployment approach is primarily focused on supporting, improving and sustaining the effectiveness of all business operations. ABRL IT has adopted a strategy of deploying best of the breed IT applications across functions and formats to support growth and create differentiation. Keeping the organization ready to respond to rapidly changing / evolving retail industry dynamics, the IT team is continuously evaluating emerging / relevant technology solutions. At the same time, the team implements technology solutions which align with the business strategy to help ABRL attain a competitive advantage in the market place. ABRL has already embarked on the journey of embracing new technologies and platforms like Cloud, Analytics, Mobility, and Digitization.
ABRL’s relentless consumer-centric approach and desire to excel in delivering a delightful consumer shopping experience can be seen in the roll out of its Omni Channel business – Mymorestore.com and mobile number based loyalty programme – Clubmore. It leverages the power of marketing analytics to deliver meaningful and tailor-made offers to individual customers based on their shopping history.
ABRL is one of the first organized grocery retailers to adopt NPS (Net Promoter Score) in India. It is a customer feedback process where customer feedback is mapped to their mobile numbers. Our Customer Service team then follows up to understand concerns and feedback to deliver a differentiated and unique shopping experience that delights our customers every single time.
Satisfying customers needs is our top most priority. ABRL IT with its best of breed Auto-Replenishment system, is able to replenish stock in a timely manner. With our commitment towards Quality 1st, ABRL IT has contributed immensely in ensuring the freshness of stock.