The fifth-largest and preferred retail destination globally, the Indian retail industry is one of the fastest-growing segments in the world. India is experiencing unprecedented growth with retail development taking place not just in major cities and metros, but also in tier II and III cities. Healthy economic growth, changing demographic profile, increasing disposable income, urbanization, changing consumer tastes and preferences are some of the factors driving growth in the organized retail market in India.
Marking its foray into the ultra-premium grocery segment – Reliance Retail launched a first of its kind experiential gourmet food superstore – called FreshPik. On October 14, 2021, Reliance Retail launched its maiden store at Jio World Drive in Bandra-Kurla Complex, Mumbai- pioneering retail innovation with thrilling new concepts. Jio World Drive (JWD), in Mumbai’s commercial epicentre, Bandra Kurla Complex is Reliance’s premium retail destination. Spanning across 17.5 acres, JWD is Mumbai’s new vibrant and happening hangout. The FreshPik store has been designed keeping in mind the refined tastes and delicate aesthetic sensibilities of food connoisseurs and well-travelled gourmands. Curated to allow maximum in-house experiences, the Freshpik store offers a mélange of the finest food products and beverages sourced from select local and international destinations.
Immersive Shopping Concept
The distinctive immersive shopping concept is curated to make shopping fun, satisfying and pleasurable. Integrating physical and digital themes along with the distinctive immersive experience elevates the experience of shopping to a whole new level. Dedicated to creating moments of delight, many of these immersive experiences are being implemented for the first time in India.
The range of food items offered at the gourmet store include – staples, freshly picked fruits, and vegetables —with specially curated exotic and organic varieties and live microgreens, apart from essential ingredients for international cuisines such as Italian, Thai, Japanese, Korean, and a rich selection of finest bread, artisanal cheese, ice creams, frozen desserts, and chocolates from local and international producers. Apart from this diverse range, the “Good for You”range of premium and healthy food products caters to the diverse dietary preferences of the health-conscious customer’s dedicated sections for non-dairy milk, keto-friendly, gluten-free, organic, vegan, high-protein options. Additionally, the exotic varieties of tea and coffee; a wide range of personal care products, including premium Ayurvedic and natural products; a host of kitchen accessories like cooking ware, serve ware, and bespoke and ready-to-pick gifting options makes the customers spoilt for choices.
The wine store at Freshpik is stocked with globally renowned wines. However, what makes the wine store at Freshpik uniquely distinctive is the inbuilt tasting room where customers can try wines and beers of their choice, and even engage in appreciation and education sessions. The Cadbury Purple Room is curated to occult young minds with customized 3D printing done on chocolates and indulges themselves at the cheese sauce counter or the live salad and sandwiches counter. For the chocoholics, it presents a haven offering the best chocolates from Godiva, Smoor, Cadbury, and a host of finest farm-to-bar chocolate brands. A dedicated M&Ms corner has a whole range of products from M&M and allows customers to customize and pick flavors of their choice.
Another attraction for Kids is the “The Candy Paradise” offering a fresh serving of milkshakes, and waffles at Epigamia’s Yogurt Bar or live popcorn and cotton candy pop-ups at 4,700 BC popcorn. The staples counter theatres live preparation kiosks of nut butter or nut milk.
When it comes to fresh produce, FreshPik offers its customers exotic varieties of fruits and vegetables with specially curated and organic varieties and live microgreens. Another counter displays pots of herbs such as coriander, lemongrass, mint leaves to be grown at home.
Integrating the omnichannel experience, Freshpik provides a digital company called “Personal Shopper” where customers can do a quick self-check-out. The FRESHPIK app will be available soon too.
FreshPik opens from 11 a.m. to 9.30 p.m. on all days. All store members strictly comply with Covid protocols in the interest of the safety of customers and employees.
“If good food is your thing, Freshpik is a paradise. It’s a playground to delight all our senses, touch, see, smell, hear, taste, enjoy… Fresh pink is a food experience, not just a store” said Damodar Mall, CEO Grocery Retail, Reliance Retail.
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