Reliance Retail, the Rs 25,000-crore (US$5.6 billion) venture of India's biggest industrial conglomerate, Reliance Industries, has called for a creative pitch. The size of the business is estimated at Rs 400 million.

Top sources in Reliance Retail confirmed to www.exchange4media.com, the media web site, the company would employ different agencies that would cater to each of the retail verticals separately.

"We are still in the process of inviting multiple creative agencies. The final list hasn't been decided yet. The result will be announced within two months," said a source in Reliance Retail on the condition of anonymity. He refused to divulge details.

The source also clarified that those agencies on the roster of Anil Dhirubhai Ambani Group, led by Reliance Retail's chief Mukesh Ambani estranged brother, Anil, won't qualify for the pitch.

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