New Delhi After the fashion world, Reliance Brands Limited (RBL) is eyeing the food and beverage space. The company has announced a strategic partnership with Pret A Manger, a UK-based fresh food and organic coffee chain, which has over 550 stores worldwide, to launch and build the brand in India.
Launched in London in 1986, Pret a Manger, French for “ready to eat”, is known for its sandwiches, salads and wraps in addition to coffee.
As part of the Master Franchise partnership, Reliance Brands will open the food chain across the country, starting with major cities and travel hubs.
In an interview, Pano Cristeau, Chief Executive Officer of Pret a Manger, said: “I think there is a strong relationship between the UK and India – the number of students coming to the UK, the number of people going to the UK for pleasure. And I think That’s when you look at the young population in India, they are going out more, eating more, experimenting more. I think India is a very exciting market.”
RBL, a unit of Reliance Retail Ventures Limited, commenced operations in 2007 with orders to launch and build global brands in the luxury to premium segment in fashion and lifestyle.
Over the past five years, RBL has invested in domestic Indian designer labels such as Manish Malhotra and Anamika Khanna, as well as partnered with international luxury and fashion brands.
Its current portfolio of brand partnerships includes Armani Exchange, Bally’s, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Ermanegildo Zegna, G-Star Raw, Gas, Giorgio Armani, Hamleys, Hugo Boss, Hankemöller. Are included. , Jimmy Choo, Kate Spade New York, Manish Malhotra, Michael Kors, Mothercare and Muji.
“RBL’s secret sauce is understanding these 50 million consumers, who have disposable income, who travel the world and want to experience new things,” said Darshan Mehta, Managing Director, RBL.
“We follow the way these consumers spend their money, and what we discovered is that food has as much engagement and participation as a category of consumption as it does in fashion. People are as much engaged in food experiences as they are in retail experiences. To be honest, I think food is the new fashion.”
In a market filled with Tata Starbucks stores and a growing number of home coffee brands that also serve food, it will be interesting to see how Pret performs. Christo and Mehta are both convinced. “We have a good brand and a proven track record, so I think we don’t have to worry about growth. Right now the idea is to connect with the consumer and take it from there.” As for the specific number of stores and locations, Christau said: “We want to open our first store within the first fiscal year. And after that, we will develop based on the feedback we get from the consumer.”
Mehta said: “Indians, like their global counterparts, are looking for a dining experience led by fresh and organic ingredients. Couple that with the high recall Pret brand enjoys in the country, this is undoubtedly a recipe for success.”