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The launch was soft and without fanfare but the consumer
response on the first day itself is believed to be huge and enthusiastic,
reports Indiaretailbiz.com. The launch was kept low-key, to avoid any
adverse reaction from the lobby of small traders.
The brand has not used the name of either Wal-Mart or
Bharti. This appears to avoid the criticism of those opposed to the entry
of MNCs and big corporates in retail. Both Wal-Mart and Reliance have
been symbols of protests by anti-retail lobbies.
In order to get petty vendors and local communities
on its side, Bharti has hired meat, fruit and vegetable vendors, housewives,
retirees, rural folks, and physically-challenged persons from local areas
for its operations.
The company has also announced that it will give preference
to people from the local community for employment in its retail chain.
It will also provide intensive and structured training in retail to such
people at the Bharti Academy of Retail, which has specifically been set
up by the company. In fact, it has already provided such training to over
1,800 people.
"Easy Day" retail stores, typically measuring
between 2,500 and 4,500 sq ft of space, apart from stocking food and groceries
will also offer personal care products, stationery, household articles,
processed foods, meat, poultry and fresh produce, including bakery and
dairy products. There has, however, been no word so far about Easy Day's
pricing policy.
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