Introduction

Largest retail value chain in India with1600 outlets started in 1997 . From 150 stores in Sept 2006 all of whichwere in Tamil Nadu the company grewrapidly to over 1600 stores by Sept 2008across the country. The companys investors include WiprosAzim P remji and ICICI Prudential Mutualfund apart from the ESOP Trust.

Product portfolio
Supermarket: The supermarket includes quality groceries, packagedfoods, cosmetics and toiletries, household provisions, etc.

Fruits and Vegetables: Includes fresh fruits and vegetables sourced directlyfrom farms on city outskirts by Subhiksha and madeavailable to the consumers at very reasonable prices.Consumers get fresh produce atbest prices

 Contd Pharmacy: Subhiksha stores generally have a in storepharmacy which stores mostly basic medicines. Allmedicines are made available to consumers at a flat10% discount. Telecom: Subhiksha is recently forayed into mobile retailerbusiness and offers handsets, recharge cards andaccessories from all leading cell phone manufacturersat lower prices.

reasons
Small Store/Cost Saving. EDLP. Lower Infrastructure Cost. Centralized Purchasing. Marketing Communication. Introduction of Subshikham card. Establishment of Home Delivery andOnline retail system.