Reliance [Get Quote] Retail Ltd launched operations of its Reliance Fresh in Uttar Pradesh with the launch of ten stores in Lucknow. These ten stores will open in different localities in Lucknow on Wednesday.

The stores are being rolled out across Lucknow and will carpet an area of about 3,500 square feet. Each store has an average of about 20 trained sales associates attending to the customers.

The stores will carry fresh fruits and vegetables, staples, top-up grocery, dairy products and will also offer "Reliance Select", the Reliance brand of products. In all, the stores will offer 1,700-3,200 products, depending upon the store size. The stores will remain open from 0800 am to 2100, seven days a week.

Reliance Fresh stores are witnessing a very good response in Andhra Pradesh, Rajasthan, Tamil Nadu, NCR, Delhi, Jharkhand, Gujarat and Maharashtra. Within 10 months of its launch, the total floor area of Reliance Fresh stores has gone over 700,000 sq ft.

Reliance Retail is building a business that would focus on competitive offerings to Indian consumers across several verticals in diverse geographies through multiple formats. This will be built on an integrated platform with a robust supply chain, logistics and information technology infrastructure.

A spokesman of the Reliance said carrying forward the vision of the chairman and managing director, Mukesh Dhirubhai Ambani, this retail offering will deliver a win-win partnership between farmers and customers.

On the one hand it will provide unmatched affordability, quality, choice of products and services to the consumers while on the other it will bring prosperity to the farmers of the nation by giving them better value for their produce.

Along with the launch of the stores, Reliance is offering its membership and loyalty programme, Reliance One, designed to deliver customised benefits to frequent shoppers.

Till date there are approximately 1.6 million Reliance loyalty customers, growing at the 265 stores. Under this scheme, customers can earn 1 Reliance One point for every Rs 100 spent in the store, which can be redeemed after accumulation.

Within ten months of its launch, the total carpet area of Reliance Fresh stores is over 700,000 square feet.