Birla's More enters Bengal with 9 stores

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More, the retail venture of the AV Birla group, has made a quiet entry into West Bengal without any of the buzz associated with Mukesh Ambani's Reliance Retail, which had to retreat in the face of political protests.

Aditya Birla Retail Ltd, the company behind the More brand, has just put up a few small banners, avoiding hoardings and advertising campaigns or even any media presence.

At least nine More outlets are already doing business in West Bengal, with five in Kolkata, all opened over the past fortnight. By March end, More will have 30 stores, each of around 2000-2500sq ft, across the state.

These will be at the lower end of the More format, but selling everything from groceries and fresh farm produce to branded apparel. However, More will not retail non-vegetarian items.

Reliance Retail had planned to set up at least 20 outlets of various formats starting from 2000sqft in Kolkata and adjoining areas in the first phase, before virulent opposition from some Left Front partners and the Trinamool Congress forced it to put the launches on hold.

Birla's More plans to have 30 stores by March this year, at least 10 outlets more than RPG group's retail venture Spencer's, in Kolkata and adjacent areas. It has also set up a district centre at Barasat in North 24 Parganas.

The AV Birla group's spokesperson declined to comment for this report.

While Spencer's opened its first Daily store in Kolkata almost a year back, it has already set up 20 stores including a 72,000sqft hypermart. According to Spencer's, 10% of its turnover is contributed by West Bengal.