RPG Retail favours Spencer

MUMBAI: Unveiling its new avatar after breaking ties with Dairy Farm International (DFI), RPG Retail on Thursday announced a major re-branding exercise.

It has decided to rechristen 49 of its 93 Foodworld outlets it has retained after the separation as ‘Spencer’s Daily.’ With this, RPG retail will bring all its retail formats under the ‘Spencer’ logo except for its Music World stores.

“We are proud of the Spencer’s brand name,” said J H Mehta, president of Spencer’s retail.

RPG has drawn up a blueprint for a stronger presence in retail with its ‘140 year-old brand.’ It is aiming to double its retail space in next six months and also get a national footprint. RPG Retail, including Music World, has 350,000 square feet of retail area.

Mehta said as part of the company’s rebranding exercise, a new Spencer’s logo has been designed. The new look conveys a positive experience - it spells a brand that is inviting the customer to feel the pleasure of the new-age shopping.

RPG group claims to be the pioneer in modern retail formats in India. The Spencer brand was acquired by the RPG group well before the retail sector became a fad in India.

“Starting from Chennai, which has 26 Foodworld outlets, each of its 49 outlets will be branded as Spencer’s Daily. The rebranding exercise will be done locally through outdoor, print media and in-store communication,” Mehta said.

Other 44 Foodworld outlets that remain with DFI will continue under the same brand name. Apart from Chennai, RPG has Foodworld outlets in Pune, Bangalore, Hyderabad.

RPG is also planning to increase the number of hyper market and super market malls to 19 in the next six months from three in September 2005.

“We have created a good presence in south India. Now, we are looking at all metros and mini-metros for creating a national foot print,” Mehta added.

RPG’s retail business will be under four formats - Spencer’s Fresh, Spencer’s Daily, Spencer’s Super and Spencer’s Hyper.

RPG has four Spencer’s Hyper stores and two Spencer’s Super outlets apart from its 49 Foodworld.

Spencer’s Fresh will keep all fresh products such as vegetables, milk, bread and eggs. The format is still at the conceptual level and will be test-marketed soon in the southern and western part of the country.

RPG Retail, including Music World, has 350,000 square feet of retail area.