Reliance + Future group to convert private labels to Brands

Future Brands, the fully owned subsidiary of Pantaloon Retail India Ltd is planning to convert its existing private label brands in Big Bazaar and other retail outlets into Big Retail Brands.
Mr. Desai, CMD of Future Brands said,

In the long term, the strategy is to move these private labels outside the company’s own retail format as standalone brands. Consumers are currently not very familiar with our labels. We are looking to promote these labels and give them a big push forward through mainstream advertising. The idea is to build a strong consumer relationship and connect with the consumers.

Our retail analyst tracking future brands lists core private labels from Future Brand as John Miller Apparels, Bare jeans, Buffalo Denim, Tasty Treat Snacks, Dreamline [Home retailing] and Koryo [consumer durable]. These contribute 12% of group’s retail sales ~ Rs 600 crore.

We have reliably learnt that, Future Group will set the ball rolling with John Miller this year. It also has plans to set standalone stores to market these brands.

In a separate development, Mukeash Ambani controlled Reliance Retail is looking for a global push in the fashion and lifestyle brands space. Reliance Retail has spun of a new company, Reliance Brands Pvt Ltd, which is looking for acquisitions, joint ventures and strategic alliances with international brands straddling the premium-to-luxury end of the market.