Reliance Industries [Get Quote] will formally open 'Reliance Fresh' retail store on Friday that seeks to make buying vegetables and groceries a lifestyle experience at neighbourhood market prices.

The store at Hyderabad's upmarket Banjara Hills is the first of several retail formats that RIL plans to rollout in the coming days.

"The (Reliance Fresh) store is for everyone... prices are affordable for everyone," RIL President and Chief Executive (Foods Business) Gunender Kapur said last week after unveiling the Reliance Fresh brand.

Reliance Fresh, the retail brand for selling farm fresh products like vegetables and fruits, besides frozen foods, groceries and cutlery, completes the farm-to-fork project cycle initiated by RIL as part of its agriculture initiative.

The farm initiative involves procuring agri products through hubs in various states, establishing a supply chain and providing logistics and finally retailing the products.

The Reliance Fresh brand would have another variant -- Fresh Plus -- which in addition to vegetables and other edibles, sell apparels too.

The whole exercise of creating a separate identity was initiated by Nita Ambani, wife of RIL Chairman Mukesh Ambani, as she felt that the business needed an independent brand rather than piggy back off RIL's image.

Reliance's retail blueprint envisages a nation-wide chain of hypermarkets, supermarkets, discount stores, department stores, convenience stores and specialty stores at an investment of over Rs 25,000 crore (Rs 250 billion) in the next five years, with an initial investment of around Rs 3,375 crore (Rs 33.75 billion).

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