A PROJECT REPORT

ON

“Reliance Trends”
Submitted to
KIIT School of Management

In Partial Fulfilment of the Requirement for the Award of

MASTER OF BUSINESS ADMINISTRATION

BY
PREETI GAYATRI 182021
ANUPAM TRIPATHY 18202152
SWAIN 77
182021
BIPLAB SEET 18202156 SATYA PRIYA DAS
87
182022
DEBARGHYA DAS 18202159 SUBHASHREE BEHERA
01
DIBYA DARSHAN 18202162 SUSOVON MULLICK 182022
PRATIHARI 04
18202167 DEBASISH ROUT 182021
KUNWAR ADITYA
60

UNDER THE GUIDANCE OF

PROF. KUMAR MOHANTY
 KIIT SCHOOL OF MANAGEMENT
KALINGA INSTITUTE OF INDUSTRIAL
TECHNOLOGY
BHUBANESWAR, ODISHA - 751024
2019-2020
 KIIT UNIVERSITY
School of Management
Bhubaneswar, ODISHA 751024

CERTIFICATE
This is certify that the project entitled

“Reliance Trends“
Submitted by

PREETI GAYATRI 1820217

ANUPAM TRIPATHY 18202152
SWAIN 7
1820218
BIPLAB SEET 18202156 SATYA PRIYA DAS
7
SUBHASHREE 1820220
DEBARGHYA DAS 18202159
BEHERA 1
DIBYA DARSHAN 1820220
18202162 SUSOVON MULLICK
PRATIHARI 4
1820216
KUNWAR ADITYA 18202167 DEBASISH ROUT
0

is a record of bonafide work carried out by them, in the partial

fulfilment of the requirement for the award of Degree of MBA at KIIT
UNIVERSITY, Bhubaneswar. This work is done during year 2019-
2020, under my guidance.

Date: / /
(Prof. Kumar Mohanty)
Project Guide
 Acknowledgements

We are profoundly grateful to Prof. Kumar Mohanty for his expert guidance and
continuous encouragement throughout to see that this project rights its target since
its commencement to its completion.

ANUPAM TRIPATHY
BIPLAB SEET
DEBARGHYA DAS
DIBYA DARSHAN PRATIHARI
KUNWAR ADITYA
PREETI GAYATRI SWAIN
SATYA PRIYA DAS
SUBHASHREE BEHERA
SUSOVON MULLICK
DEBASISH ROUT
 Executive Summary

This project was undertaken to gather a deeper understanding of the

customer satisfaction with reference to the Trends as a brand as a
whole. The project and its findings may be used for improving upon
the growth of the company, for which primary data has been collected
and analysis is done with it. A descriptive research methodology was
used for extracting adequate information which further helped in the
decision making process. A questionnaire was presented to customers
and potential customers to collect their views and feedback as far as
the satisfaction level is concerned, which was later analysed to obtain
the grey areas where the company needs to improve upon. Random
sampling was done ensuring diversified respondents from all
backgrounds answered the questions to remain free from biases and
errors. The managerial implications of the result was presented along
with the graphical output of the data collected for better visualization.
The effect of promotions, discounts etc was also considered. The
pricing strategies, placement, merchandising and all other aspects were
observed and the end conclusion is presented in this comprehensive
report.
 Introduction

One of India’s largest private sector company of India on all major

parameter is Reliance Industries Limited, which is having turnover of
Rs. 2,96,091 crore with a net profit of Rs. 27, 630 crore as of march
31, 2016. This Group of industry is contributing in several Industry
like production of oil and gas, petroleum refining and marketing,
petrochemicals, textiles, retail, infotel etc. Reliance industries Limited
is responsible for 13 % India’s export and over 4.5% of total Indian
market.
One of the industry where Reliance Industries Limited invested to
make an epicentre of their business to consumer businesses is Reliance
Retail. This Initiative flourished in a very short time by serving their
customers by providing excellent value propositions, experiences and
unlimited choices. Reliance Retail is serving their stakeholders from
its inception at 2006 and became the India’s largest retailer. This
business has adopted multi segment policy where they operate
operation chain of convenience store, supermarkets, hypermarkets,
wholesale cash & carry stores, specialty stores, online stores and along
with all types of products and services across all segments for all
Indian customers.
Reliance Trends Ltd. is a business to consumer model business with
specialty format under Reliance retail. Reliance retails steps into the
apparel and accessory with the name of this Reliance Trends. This is a
fashion oriented specialty retail store. They propose value at great
prices and good quality products. The inception of Reliance Trends
was in October 2007. Now, Reliance trends is running across the 160
cities in more than 557 stores across the nation and achieved to be
India’s largest fashion destination with a large no of garments that is 2
lakh selling per day.
 Company details

Name Reliance Trends

Industry Retail
Founded 2007
Headquarter Mumbai
Chairman Mukesh Ambani
CEO Arum Sirdeshmukh
Revenue 69, 198 crores INR (Reliance
Retails)
Parent Co Reliance Industries Limited

Objective of reliance Trends is to offer Indian consumer a high style and lavish
experience with the help of design and furnish of the best international design
agencies.
The evolving taste and preference of the fashion oriented customers are
complimented by the store layout. Along with that an army of well trained
customer service associates are always ready to help and take care of consumer
through out the shopping process

Vision:
To enrich quality of life of Indian households by giving them access to quality,
fashionable clothing at extreme value.

Mission:
To be the India’s largest apparel retailer and the dominant player in retail space.
 Product Portfolio

Rio: This is a vibrant range of stylish and attractive apparels for women. This
brand is targeting the young women customers.

Fig: This is a fashion wear for women who are discerning, independent. This
brand is basically targeting the working women.

Avaasa: This is a brand which is offering women finest collection of ethnic

apparels like salwar kurtas, churidars etc..

Fusion: This brand is offering the bridge product between east and western and
where the style meets comfort.

Hushh: This is a lingerie brand from reliance trends for women, which is
offering an extensive range of innerwear and sleepwear of women.

Frendz: This Brand is basically targeting the teenage boys and girls by offering
a range of garments that complements the wardrobes.

Pureza: This a brand exclusively for men and offers cotton and linen shirts.

Network: A brand, which offers formal office wear collection for both men and
women. This brand is targeting the corporate population.

Netplay: A brand for working young generation, where the brand is offering the
smart casuals for evolving workplace.

The DNMX: This brand is exclusively targeting the youth of the nation. They
are providing exclusive crafted fashion garments like denim, Tshirts etc.

Performax: This brand is for sportspersons. This brand is providing specialized

sportswear or active wear brand which is designed to give supports performance
in sporting activity

Gravity: this is the innerwear range for men.

Pont Cove: This brand is trying to attract customers, which is called California
spirit. This brand is trying to bring the California spirit to india. This brand is
specially targeted to the kids.
A homogeneous mix of private label of brands of men’s, women’s and children’s
category is being offered by Reliance Trends to fulfil every customer’s
requirements.
It was the first time in Indian retail history, all customers are being offered made
to measure tailoring service customized fits from the store at a price which is
very much competitive to other tailors.
However, Apart from these private levels, Levis Strauss Signature, Peter
England, Indigo Nation, American Tourister, John Players etc. are also being
offered. Some of the designer lables also being offer exclusively for Reliance
Trends. This Designer Labels are commonly offered through either directly or
through their sub brands.
‘First Class’, this specific private label is designed for value proposition to the
men’s, women’s, and children’s wear to deliver extreme value to the Indian
customer.

Marketing Mix

Product:
This specialty store has total 16 private levels under a single roof. They also a
license holder to arrangement with overseas labels for making apparels in India.
Product classification that being offered:

MEN’S WEAR WOMEN’S KID’S WEAR ACCESSORIES

WEAR
Formal Wear: Indian wear: Infant: Onesie, Handbags
Suits, Pants and Kurtis & Sarees bib
Shirts
Casual wear: T- Semi-formal Girls 2 -8 Socks
shirt, Jeans and wear: Kurtis,
western wears Shirts
Men’s wear Dress Material Boys 2 -8 Handkerchiefs
Fabric
Semi-formal Formal wear: Girls 8 – 14: Sport Goods
wear: Shirts and Suits, skirts and Frocks, skirts and
Pants accessories shirts
Sport’s wear : Sport Wear: Boys 8 -14: T- Jewellery :
Tracks, Vests and Tracks, Leggings shirts, Pants Earring, watches
others and hair ties
Bags and Under-garments Toddlers
accessories
Not only good product, along with that good after sales service is also an
attribute to sustain in the market. Reliance Trends is serving well their customer
by providing matching accessories with the costly apparels which lead to up
selling.
Different and stylish value proposed by the company can be a unique selling
proposition for the company like Reliance Trends. The license to sell the best
Indian and International brands also a part of their sustainable brand image. They
are the one who introduced the concept of a made to measure tailoring service.
This retail business is offering a wide range of men’s, women’s and kid’s apparel
along with accessories and footwear which made this a complete shopping centre
for their customers.

Price:
Price is the major concern for the Indian consumers who are very much price
sensitive, specially while they are buying apparels as there are lots of alternative
and switching cost is low. Though, Indian customers are ready to pay little extra
for a good quality and fashionable unique product. But most of the rush are seen
during the offers and discounts.
Like the tagline they had launched that “Sirf Dekhne me meheanga”, Reliance
Trends try to offer quality product at affordable prices. CEO Arun Sirdeshmukh,
chief Executive of reliance trends said that
“Our credo is to offer affordable products and in the mid priced range”.
USP:
Q- Best Quality
F – Latest Fashion
T – Patented Technology
V – Value for money
Common people quality and fashionable clothing at remarkably low price is the main focus of the Reliance
Trends.
Rs. 399 – 2999 Men’ apparels
Rs. 299 – 3999 Women’s apparels
Rs. 299 – 1299 Kids
Rs. 269 - 2999 Accessories

Place:
Over 557 retail chain has been introduce in 190 cities in India. This retail chain
does not operate in franchisee model, all stores are opened in company owned
model, where the risk is not distributed and profit also average store area is about
10000 sq. ft to 15000 sq. ft. Reliance Trend’s safety was to have a sizable
presence in Tier II cities setting up large store in cities which are underserved in
respect of organizational retail.
State No. of stores
 Andhra Pradesh 16
Kerala 33
Karnatak 9
Telangana 29
Tamil nadu 29
Gujrat 10
Madhya Pradesh 9
Maharashtra 25
NCR 14
Punjab 8
Rajathan 4
Uttar Pradesh 13
Haryana 2
Assam 6
Meghalaya 1
Orissa 8
Tripura 1
West Bengal 15
Sikkim 1
Bihar 7

Promotion: The main motive of all the promotions adopted by Reliance trends
is to attract more and more customers into the stores, in turn increase the
revenues. Several techniques are being adopted by Reliance for the same:
 Digital Media such as Cinema ads and online advertisements form a major
portion of all the promotional activities undertaken by the company
 Leaflets are also handed out to pedestrians in prime locations of the cities
for greater exposure.
 Several events such as fashion shows etc are also organised for gaining
attention of the public.
 Along with this, there are multiple seasonal events pertaining to the
festivals or such occasions which result in a major portion of their annual
sales.
 Social Media also is an important channel through which Trends reaches
out to its customers. The official Facebook page portrays the upcoming
offers and recent trends attracting the attention of potential customers.
 It even has its own radio channel called Radio Trends, on which the recent
offers and discounts are aired from time to time. This helps increase the
reach of the brand and a major advantage it gets when it comes to the
people stuck in traffic who usually tune in to radio stations.
Store analysis: Reliance trends located in Patia, Bhubaneshwar was surveyed
with keen attention to detail to the merchandising, in-store promotions and
overall shopping experience and customer satisfaction taking into account.

>Store Front
of Reliance
trends Patia

>Various merchandising
and in-store promotions
Target Market:
Because of apparel specialty store, reliance trend offers narrow and deep product
assortment. It covers all product categories of men’s, women’s and kid’s
apparels. From the primary and secondary data we can say almost 60 % of their
customer base. So there target customer is young generation. In this target
segment of reliance, they emphasized equally on male and female. Price range is
300 to 3000. This is indicating that the mainly middle and upper class young
generation is the target customer base of reliance trends.
Merchandise Assortment:
Reliance trend is an “Apparel Specialty Store” so they fits on fashion
merchandise under life cycle of the product category. There are four stages of
fashion from which every fashion goes through, i.e. distinctiveness, emulation,
mass fashion and decline. Out of these four stages of fashion reliance trends
focuses on mass fashion which helps reliance trends to gain profit through
maximum economies of scale.
This strategy of the company is more profitable. Therefore reliance trends
changes the cycles every 30 – 45 days to keep the fashion trendy and new. It
compromises the risk of stocking FAD product.
Store Layout:
The design and furnishing was done by international designer company in such a
way that reliance trend can offer Indian consumer a high quality and lavish
shopping experience. The whole store layout is designed in a way to evolve taste
and preferences of fashion savvy customers and providing an opportunity to
shop with ease. So is provides a free flow layout design. Straight rack, for wall
fixtures and gondolas are used to show case their range of apparel, foot wear and
accessories. Mostly vertical merchandising and idea oriented presentation were
used commonly by them. Store advertisement s are also presented through
posters and mannequin. They create shopping ambience by playing soothing
Bollywood songs and using decent room fresheners.
Customer Service:
It is a set of activity to satisfy the customers and make customer’s shopping
experience more delightful. They propose value customers through the
merchandise and the service they purchase.
They follow the following services
 Gift wrapping
 Trail room
 Acceptance of card
 Personal assistance in selecting merchandise
 Signage to locate and identify
 Alteration facility
Customers feel happy because there is always a sales person to direct them to
purchase and the whole store is organised in a way that every section of apparel
is clearly differentiated to each other, even sub sections are also differentiated
inside the broader section, so that customer can identify and pick up the product
which one they need.
They have separate customer service desk for addressing the customer complain
where a sales person is always there to solve the customer problems like colour
fading.
Porter’s Five Forces Model:

5 Forces Analysis
Rivalry among the competitor Quality based pricing (High)
Threats of entrants Brand Perception (Moderate)
Bargaining power of supplier Lots of suppliers (Moderate)
Bargaining power of Buyers Lots of alternative stores (High)
Threat to substitute No substitution for clothes (Low)

SWOT Analysis:
Strength 1. It is Indian apparel retail chain
with approx. 550 stores.
2. It owns 18 private labels.
3. It has strong distribution
network.
4. Strong support of parent
company
Weakness 1. Poor inventory control.
2. Inefficient back end
infrastructure.
Opportunities 1. Expand business to have 2500
stores along with tier III and IV
cities
2. Increase sales by stepping into
online market.
Threats 1. Operating cost is high.
2. Customer’s high involvement
in online stores
Competitive Advantage:
Reliance always tried to provide their customers good quality product at lower
price. Attractive price, good offer, discount schemes are the main competitive
advantage. They provide the mass fashion product in relatively lower price. As
reliance trends sprovides Giza Cotton at Rs. 999 a meter when pantaloons
provided the same product at Rs. 3000 a meter. Hence the same quality but the
price is low.
 Research and Analysis

Source of Data:
As a survey, primary data was collected. Reliance trends customers were
approached to fill up the prepared questionnaire. The questionnaire consists of
18 questions, which are helping to analysis and understand the perception of
customers abut Reliance Trends. Responses are recorded in various formats like
scale, short answers, multiple choice answers, check box answers.
To have greater understanding secondary data also collected. A lot of data is
collected from official website of reliance trends website, reliance retail official
website and reliance industries official website and also collected from the
various articles using the search engine Google.
Data Collection Tool:
Through personal interaction, data is collected from various customers. Some
company related data is collected through the official websites of reliance trends,
reliance retail and reliance industries. A Structured questionnaire is used for
collection of data. Likert scales is used for scaling purposes. There are two part
of the questionnaire. The first part consists of respondent’s demographic
information like name, age, gender and the second part of the questionnaire
consists of perception of consumer about the reliance trend’s various attributes.
Limitations:
 Required data can be biased because some error occurred because of any
kind biasness from either respondent side or interviewer side.
 Respondent try to escape by giving extremity biased answers.
 Small no. of samples.
Analysis:
Survey has been done on the reliance trends. A questionnaire is designed keeping
the direction of the research towards overall satisfaction of customer oriented.
Total 57 responses were collected. The questionnaire contained following
attributes:
1. Age of customer
2. Customer loyalty
3. Customer expenditure amount
4. Brand satisfaction level (men’s, women’s, kid’s)
5. Price
6. Favourable brand of customer in reliance trends (men’s, women’s, kid’s)
7. Problem faced by customer
8. Discount and offer
9. Promotion channels
10.Employee performance
11.Customer satisfaction level
12.Customer perception
13.Overall perception
Particulars Frequency Percentage
Male 15 26%
Female 42 74%

Analysis: From the above table and the pie chart it is clearly shown that no. of
male respondent is more than female respondents in the survey. This table is
taken out of 57 total respondents.
From this we can interpret that reliance trends must not neglect the men customer because they are all so
potential customer of them
Particulars Frequency Percentage
13 – 19 2 3.51%
20 – 30 46 80.70%
31- 40 4 7.01%
41 – 60 5 8.77%

From this pie chart and table this kind of age group is more in no than any other
age group. Also this age group people are visiting the store maximum. So
reliance trends have to put extra effort to retain this age group customers. All
promotions must be done in order to influence this age group people.

Particulars Frequency Percentage

Quarterly 19 33.33%
Monthly 14 24.56%
Seasonally 23 40.35%

From the above table we can see that 40.35% customer visits reliance trends
during seasonally when seasonal offers are floating, 24.56% customers visits
monthly and 33.33 % customers visit reliance trends quarterly.
Reliance trend should concentrate on relationship maintaining with their
customers and try to attract those persons who are visiting quarterly and make
them monthly. Make monthly customers retain as loyal customer.
We consider overall perception is dependent variable of the attributes like store
location, product quality, pricing strategy, pricing strategy, discount and offers,
advertisement and ambience. Then if we run univariate ANOVA test to check
whether there are association between those variables and if there is any
association then how many percentage overall percentage rating is dependent on
individual independent variable.

Dependent variable: Overall Perception about Reliance trends of customer

Attributes R -Square Significance
Product Quality 29.6% 99.90%
Pricing Strategy 33.5% 99.99%
Store Location 39.5% 99.99%
Discount and Offers 37.1% 99.99%
Advertisements and 25.4% 99.6%
Information
Ambience 37% 99.99%
Here the table stated clearly that if overall perception about reliance trends is
dependent on the various attributes then that is 29.6% dependent on product
quality, 33.5% dependent on pricing strategy, 39.5% dependent on store
location, 37.1% dependent on discount and offers, 25.4% dependent on
advertisement and 37% dependent on information and ambience then the level
with having almost 99% significance level of each attributes.
If you we assume that the overall perception on reliance trends depends on the
more broader area and expand the dependent variable to product quality, pricing
strategy, store location, discount offers, advertisement, discount and offers,
advertisement and information, ambience, customer service desk service,
customer handling, exchange, tailoring quality, billing then the following table is
extracted from the ANOVA analysis

Dependent Variable: overall perception

Type III
Sum of Mean
Source Squares df Square F Sig.
Corrected 32.984a 42 .785 5.917 .000
Model
Intercept 35.597 1 35.597 268.210 .000
product_quality .569 3 .190 1.430 .276
Pricing_strateg .646 3 .215 1.623 .229
y
store_location .554 3 .185 1.392 .287
Discount_offers .308 4 .077 .579 .682
Ads_nd_info .740 3 .247 1.858 .183
Ambience 1.049 4 .262 1.975 .154
CSD_service .011 1 .011 .083 .778
customer_handl 4.015 4 1.004 7.562 .002
ing
Exchange .642 2 .321 2.418 .125
Tailoring .257 3 .086 .645 .599
other_service .304 3 .101 .764 .533
Billing .283 3 .094 .710 .562
Error 1.858 14 .133
Total 923.000 57
Corrected Total 34.842 56
a. R Squared = .947 (Adjusted R Squared = .787)
This means the Overall perception rating on reliance trends is 94.7 % dependent
on these independent variables. Out of these variables customer handling has
most significance level of 99.8%. so managers must emphasize on the employee
training on how to handle customer on the floor. Employee behaviour is the most
important factor in creating good brand perception in customer’s mind.
Through regression analysis over all perception can be forecasted through the
three variables. Those are discount offers, customer service desk services and
customer handling. While forecasting these three variables have confidence level
of 99.99%, 99.90% and 99.19% respectively and also having t value of 4.161,
-3.506 and 1.781 respectively. So the regression equation can be concluded that

Overall Perception Rating= 3.405 + 0.331(Discount offer rating) - 0.97(CSD

service rating) + 0.150(Customer handling rating)
If we run factor analysis then by principal component analysis we got 2 factors
which is having explanation power of 79.36%. This value is more than 60% then
this explanation value can be accepted as a good model.
After that component matrix is extracted and by varimax with Kaiser
normalization method component transformation matrix is also extracted.
Through these two matrices, we can calculate the rotated component matrix.

Form that matrix we can conclude that store location, product quality, pricing
strategy, discount and offers and ambience will fall under the factor 1, which can
be named as affordability and perception and in the other hand exchange,
tailoring, other services and billing will fall under the Employee service.

Affordability and perception Employee service quality

Store location Exchange service
Product Quality Tailoring service
Discount and offers Other services
Advertisement and information Billing services
Ambience

These two factors have explanation power of 71.08%.

Past activities and future investments:
 On 3rd March, in Jaipur, Reliance trends launched its first ‘Concept’ Store
like any international lifestyle store it has modern and trendy look.
Innovative use of technology made them offer an exciting range of latest
high fashion merchandise.
 On 24th july, 2015, reliance trends started focusing on expanding women’
wear range. There was 41 41% revenue from men’s wear and 35% for
women’s wear.
 On 12th march, 2019 reliance trends has announced to aim have 2500
stores across India over next 5 years. Currently there are 557 stores. This
will lead to rapidly increase the sale of private labels. They are trying to
go deeper into tier III and IV cities.
 The flagship fashion apparels of Reliance trends are prepared to make its
entry on sites like Amazon and Flipkart with an aim to expand its business.

Conclusion
 The project report gives a clear idea that Reliance Trends is at par with its
competitors, and is actually doing well in most segments. It has the added
advantage of “Reliance” brand name which is perceived as a reliable and
trustworthy name in many different sectors already. The analysis presented in
this report highlights the major strength of the store as Employee Behaviour,
which is a major area of concern as the customer satisfaction primarily depends
on how he/she is treated within the store. Customer is satisfied with the
products offered and is mostly keen on purchasing from Trends during seasonal
offers and promotions, which directly reflects the success of the promotional
activities undertaken by the brand. Location advantage is another area where
Trends excel, with its presence in all the major cities and that too in the prime
locations within the city. The products are priced at such levels that almost
everyone can find something suitable meeting his/her expectations and budget.
As the name goes- “Trends”, the company is well suited to the name as it keeps
up-to date with the recent trends in the market and adapts accordingly. Be it
promotional messages to giving reward points for every purchase, there’s a lot
going on at any point in time. Quality assurance and after sales services such as
returns and exchanges are also hassle free and quick, which gives it an edge
over its competitors. A major grey area as observed was the less conversion
rate, which can be attributed to the slightly less variety of products being
available as compared to its competitors, which is something that can be looked
upon. Overall, the consumer perception of the brand as a whole is quite good
and it should continue to grow with time.