PRESS RELEASE

1 June 2007

Aditya Birla Retail gives you more.

Aditya Birla Retail Limited, launched their first supermarket in Pune. The store, a part of the chain aptly named more. promises to change the everyday shopping experience for consumers.

Currently open at Viman Nagar, more. offers a wide range of product categories including fruits and vegetables, staples, personal care, home care, household general merchandise, poultry, dairy products, a pharmacy and a well-stocked bakery.

Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "Our belief is that we can significantly improve the shopping experience for the entire Indian family from the husband to kids and parents and in-laws, and more particularly make it much easier for the housewife. We are happy to launch our first set of stores in Pune and are hopeful that consumers will embrace us as a part of their everyday lives."

Mr. Sinha added that Aditya Birla Retail intends to be among the leading players in India. In Pune, the Group has begun with a series of conveniently located neighbourhood supermarkets. Over a period of time, they intend setting up destination hyper markets. These would cater to monthly and event based shopping needs. Apart from Pune, the Group envisions having a national presence in the not-so-distant future.

The more. chain of supermarkets, are bright and clean stores, at convenient locations with layouts that allow ease of navigation. The product display is well organised and facilitates ease of choice. The stores have been designed by Fitch, the leading international retail design firm.

The stores promise a range of benefits to consumers and are a solution to the many problems faced by housewives while shopping for their daily needs. The retail offering from the Aditya Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian consumers. more. is the answer to the shopping needs of the Indian housewife who wants a modern and convenient option in her neighbourhood, with an attractive and consistent range of products. more. assures consumers the security of knowing that they are paying the best price in the market for good quality products.

more. also has a range of products from its own stable available across value, premium and select ranges. The products have been quality-checked and are available in attractive packaging at competitive prices. To avail additional benefits, at no extra charge, customers can also enroll for the membership program Clubmore.

Avers Mr. Sinha, "more. is an aspirational brand for an aspirational country. We have a bright and committed, enthusiastic team that represents the best experience from India and globally. Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for the hypermarkets. We are all very excited about our business."

more. will soon be launched across Pune in other locations as well.

more. indeed promises a world-class experience to consumers, in their very own neighbourhood.