Telenor Group subsidiary Uninor's feat of opening 362 retail outlets at the same time in one day has taken it into the Guinness Book of World Records as the biggest ever retail expansion by any company in the world.
The feat took Uninor 75 days to plan and 5,400 hours to execute, involved 200 retail employees and covered 150,000 customers in six operating circles.
ďUninorís retailers and customers have together created a Guinness World Record today. Uninor already has the second highest number of retail stores among all operators in its six circles. This means that our SIMs and recharges will be available at more shops and much closer to where a subscriber is than virtually any other operator," says Rajeev Sethi, CMO.
The company goal is to be the best in mass market distribution, which is one of the three pillars that comprise Uninorís overall strategy, and for this purpose it is important for the subscribers to have access to shops where all services can be offered and doubts cleared. With its 1480 stores, Uninor provides the facility for any subscriber to meet an executive and get all services on the spot. Uninor had areas that did not have a store within a radius of 5 km for a subscriber base of 10,000 customers. Over 360 stores were required to fill the gap.
Such a large-scale expansion would have required at least 2 years, but this time-frame was slashed. ďIn a short span of almost three months, the team delivered an almost impossible target,Ē says Rajeev.
Currently, Uninor has 1100 operational stores. By opening of these additional stores, it takes its overall footprint to 1480 stores - making it the second largest among all operators in its circles.
The retail expansion carried out in April this year had come on the back of a company statement in February, announcing an investment of Rs 500 crore to expand its network & distribution infrastructure by 30% in its six operational circles.