2401:4900:1F36:A53:99E4:D86B:7DBD:3E3E at 09:47, 25 May 2023

2023-05-25T09:47:19Z

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{{Short description|Indian retail brand}}
{{Use Indian English|date=December 2018}}
{{Use dmy dates|date=December 2018}}
{{Infobox company
| name = Easydays
| logo = File:Easyday logo.png
| type = Private company's subsidiary's retail chain
| foundation = {{Start date|df=yes|2007}}
| location = [[New Delhi]], [[India]]
| area_served = India
| locations = about~600 (as of August 2017)
| industry = [[Retail]]ing
| homepage = {{URL|https://www.easyday.in/}}
| owner = [[future group]]
}}
'''Easyday''' is an Indian retail brand that runs chains of consumer retail [[supermarket]]s and [[convenience store]]s. The brand is wholly owned by Future group Retail.<ref>{{cite news|title=Bharti Retail merges with Future Retail|url=http://timesofindia.indiatimes.com/business/india-business/Future-Group-Bharti-Retail-combine-retail-business-to-create-one-of-Indias-biggest-chains/articleshow/47155631.cms}}</ref> Future Enterprise announced its foray into retail in February 2007 and the first store was opened in [[Karol Bagh (Delhi Assembly constituency)|Karol Bagh]] in March 2007<ref name=ldh>{{cite news|last=Bailay|first=Rasul|title=Bharti makes low-key retail entry with Easy Day stores in Ludhiana|url=http://www.livemint.com/Companies/XWAX22RPjavsEXZWSUKQdL/Bharti-makes-lowkey-retail-entry-with-Easy-Day-stores-in-Lu.html|accessdate=26 November 2012|newspaper=Live Mint & The Wall Street Journal|date=16 Apr 2008}}</ref> Easyday presently has 523 stores across 12 states.<ref>{{cite web|title=About Us > Overview|url=http://futureretail.in/pdf/Investor_Update_Q1FY18.pdf}}</ref>

[[Future Group]], which owns and operates [[Big Bazaar]], combined retail operations with Easyday in May 2020. The merger has created one of India's biggest retail chains with more than 890 stores in 246 cities in India.<ref>[http://timesofindia.indiatimes.com/business/india-business/Future-Group-Bharti-Retail-combine-retail-business-to-create-one-of-Indias-biggest-chains/articleshow/47155631.cms Future Group, Bharti Retail combine retail business to create one of India's biggest chains -ToI 05.05.2015]</ref>

==History==
In 2006, Walmart initiated talks with India-based Bharti Enterprises to enter the Indian market<ref>{{cite news|title=Wal-Mart to open retail stores in India in partnership with local company|url=http://usatoday30.usatoday.com/money/industries/retail/2006-11-27-walmart-india_x.htm|publisher=USA Today/AP|accessdate=26 November 2012|date=2006-11-27}}</ref> as India's restrictive commercial laws prohibited most foreign companies from setting up stores to compete with domestic retailers.<ref>{{cite news|last=Lakshman|first=Nandini|title=Why Wal-Mart's First India Store Isn't a Wal-Mart|url=http://www.time.com/time/world/article/0,8599,1898823,00.html|archive-url=https://web.archive.org/web/20090518074138/http://www.time.com/time/world/article/0,8599,1898823,00.html|url-status=dead|archive-date=18 May 2009|publisher=Time Inc|accessdate=26 November 2012|date=15 May 2009}}</ref> Subsequently, they set up an equal [[joint venture]] to float a company called [[Bharti Enterprises#Bharti Walmart Private Limited|Bharti Walmart Private Limited]] in 2007, with the intention of doing wholesale business, through Best Price Modern Wholesale stores.<ref>{{cite news|last=Damodaran|first=Harish|title=Multi-brand retail FDI won't hit small shops: Wal-Mart|url=http://www.thehindubusinessline.com/todays-paper/multibrand-retail-fdi-wont-hit-small-shops-walmart/article2327439.ece?ref=archive|accessdate=27 November 2012|newspaper=The Hindu Business Line|date=27 Jan 2011}}</ref> It was decided that while Walmart would work towards back-end cash & carry supply chain for the wholesale operations of Bharti Walmart; it would also provide expertise including technology, supply chain, logistics and management support to the retail stores, Easyday, which will be run a wholly owned subsidiary of Bharti Enterprises named Bharti Retail Private Limited.<ref name=ldh/><ref name=newbegin>{{cite news|url=http://www.financialexpress.com/news/new-beginning/188747/0|accessdate=26 November 2012|newspaper=The Indian Express|date=4 Jan 2007}}</ref> Bharti Retail was set up in April 2007 with the target an annual turnover of about $3.65 billion by 2015.<ref>{{cite web|title=Bharti to ink deal with WalMart for retail ops by April-end|url=http://www.moneycontrol.com/news/business/bharti-to-ink-dealwalmart-for-retail-ops-by-april-end_275543.html|publisher=Moneycontrol.com/ e-Eighteen.com Ltd|accessdate=26 November 2012|date=11 Apr 2007}}</ref> The major challenge for Easyday stores was the competition from small scale retailers who controlled about 97% of the [[Retailing in India|Indian retail business]]. They organized protests against Easyday, which was supported by a section of politicians.<ref>{{cite news|last=David|first=Ruth|title=Wal-Mart Inks Deal To Enter India|url=https://www.forbes.com/2007/08/07/india-walmart-bharti-markets-equity-cx_rd_0807markets1.html|work=Forbes|accessdate=21 December 2018|date=7 August 2007}}</ref> Amid a stiff resistance from the opposition political parties, the Indian government allowed 51% [[Foreign Direct Investment]] in multi-brand retail in September 2012, which could enable Walmart to do direct retail business in India.<ref>{{cite news|title=51% FDI in multi-brand retail approved as govt pushes major reforms agenda|url=http://www.indianexpress.com/news/51--fdi-in-multibrand-retail-approved-as-govt-pushes-major-reforms-agenda/1002634|accessdate=14 February 2013|newspaper=The Indian Express|date=14 Sep 2012|agency=Agencies}}</ref>

==Brand name==
While deciding on naming the stores, Bharti Enterprises chose not to use the name Walmart in the brand name, even though the operations of the store largely depended on Walmart's collaboration. It was done to avoid any repercussions by the usage of a foreign brand name, keeping in view the stiff opposition against potential job and business losses caused by a foreign brand.<ref>{{cite news|last=Raj|first=Rishi|title=Bharti Retail could drop Wal-Mart tag|url=http://www.financialexpress.com/news/bharti-retail-could-drop-walmart-tag/275411/0|newspaper=The Financial Express/© 2012: The Indian Express Limited|date=21 Feb 2008}}</ref> Also, Asipac Projects, a retail consultancy commented, "Walmart prefers to be not known by its brand name until it's not in 100% control in a country. In India, till the Easyday stores do not look and feel exactly like a Walmart store in the US, they would not give it the brand name."<ref>{{cite news|last=Sharma|first=Samidha|title=Walmart may not operate under its brand name|url=http://articles.timesofindia.indiatimes.com/2011-11-26/mumbai/30444330_1_bharti-walmart-wholesale-cash-and-carry-stores-private-labels|archive-url=https://web.archive.org/web/20140117023527/http://articles.timesofindia.indiatimes.com/2011-11-26/mumbai/30444330_1_bharti-walmart-wholesale-cash-and-carry-stores-private-labels|url-status=dead|archive-date=17 January 2014|accessdate=27 November 2012|date=26 Nov 2011|newspaper=[[The Times of India]]|agency=TNN}}</ref>

==First store==
On 25 April 2008, Bharti Retail made their first official entry in the retail business with the inauguration of three Easyday stores in [[Ludhiana]], [[Punjab, India|Punjab]], which is the hometown of [[ABHISHEK SINGH]], the chairman of Bharti Enterprises.<ref name=ldh/><ref>{{cite news|title=Bharti launches 'EasyDay'|url=http://www.hindu.com/2008/04/17/stories/2008041756441700.htm|archive-url=https://web.archive.org/web/20080421022410/http://www.hindu.com/2008/04/17/stories/2008041756441700.htm|url-status=dead|archive-date=21 April 2008|accessdate=26 November 2012|date=17 Apr 2008|work=[[The Hindu]]|location=Chennai, India}}</ref> Those stores measured 2,500 to 4,500 sq. ft.<ref name=reu>{{cite news|title=India's Bharti Retail opens convenience stores|url=http://uk.reuters.com/article/bharti-retail-idUKBOM14776220080416|publisher=Reuters|accessdate=26 November 2012|date=16 Apr 2008}}</ref> The first batch of the employees at the stores were local residents, who were given training at Bharti Retail's training facility.<ref>{{cite web|last=Jacobs|first=Kevin|title=INDIA: Bharti opens first convenience store |url=http://www.just-food.com/news/bharti-opens-first-convenience-store_id101999.aspx|publisher=Just-food|accessdate=26 November 2012|date=17 April 2008}}</ref><ref>{{cite news|title=Shops, markets close nationwide to oppose FDI in multi-brand retail|url=http://articles.economictimes.indiatimes.com/2011-12-02/news/30467848_1_large-retailers-medium-traders-bandh|accessdate=27 November 2012|newspaper=The Economic Times|date=2 Dec 2011|agency=ET Bureau}}</ref> Bharti Retail stressed that it would employ local residents at their stores, and would also generate new employment options to vendors of fruits, vegetables and meat, as well as to housewives and retired people. "These initiatives will help facilitate [[inclusive growth]] in communities in which its stores operate," it said.<ref name=reu/>

==Expansion==
The company made plans to expand zone-wise, starting with the northern part of India.<ref>{{cite web|last=Roy|first=Kumar Shankar|title=Bharti Retail aims to add 130 shops in next 12 months|url=http://www.mydigitalfc.com/retail/bharti-retail-aims-add-130-shops-next-12-months-688|publisher=Financial Chronicle|accessdate=26 November 2012|date=11 Dec 2009|archive-url=https://web.archive.org/web/20150221171527/http://www.mydigitalfc.com/retail/bharti-retail-aims-add-130-shops-next-12-months-688|archive-date=21 February 2015|url-status=dead}}</ref> By November 2008, the company had 12 stores operational and in the next month, Easyday opened its first medium-sized retail store, labelled Easyday Market, in Ludhiana, Punjab.<ref>{{cite web|title=Bharti to launch medium-sized retail store next month|url=http://www.newstrackindia.com/newsdetails/33626|publisher=NEWS TRACK India/IANS|accessdate=26 November 2012}}</ref>

In May 2009, Easyday opened its first store in [[National Capital Region (India)|Delhi NCR]].<ref>{{cite news|last=Joshi|first=Sandeep|title=Bharti Retail enters Delhi|url=http://www.hindu.com/2009/05/30/stories/2009053058920400.htm|archive-url=https://web.archive.org/web/20090618143634/http://www.hindu.com/2009/05/30/stories/2009053058920400.htm|url-status=dead|archive-date=18 June 2009|accessdate=26 November 2012|date=30 May 2009|newspaper=[[The Hindu]]|location=Chennai, India}}</ref> Easyday had its retail operations running in 70 stores by May 2010 in the states of [[Punjab, India|Punjab]], [[Haryana]], [[Uttar Pradesh]], [[Rajasthan]], among others.<ref name="afaqs70">{{cite web|last=Kamath|first=Raghavendra|title=Bharti Retail to enter south soon; looks at west too|url=http://www.afaqs.com/perl/news/story.html?sid=27153_Bharti+Retail+to+enter+south+soon;+looks+at+west+too|accessdate=26 November 2012|publisher=afaqs!/ Business Standard}}</ref>

==Presence==
Easyday currently operates in 15 states - [[West Bengal]], [[Jammu and Kashmir (union territory)|Jammu and Kashmir]], [[Himachal Pradesh]], [[Punjab, India|Punjab]], [[Haryana]], [[Delhi]], [[Jharkhand]], [[Uttarakhand]], [[Uttar Pradesh]], [[Rajasthan]], [[Madhya Pradesh]], [[Chhattisgarh]], [[Maharashtra]], [[Karnataka]], [[Andhra Pradesh]] and [[Tamil Nadu]] in over 168 towns and cities. The number of stores functional is 523 <ref name=dealcurry>{{cite web|last=Puri|first=Pranav|title=Walmart To Buy 49% Stake In Cedar Support|url=http://www.dealcurry.com/20130529-Walmart-To-Buy-49-Stake-In-Cedar-Support.htm|publisher=Deal Curry/EagleEye Research & Media Pvt. Ltd.|accessdate=15 June 2013|date=29 May 2013}}</ref><ref name=bretail>{{cite web|title=Our Stores > easyday|url=http://www.bharti-retail.in/Easyday.html|publisher=Bharti Retail © 2011|author=Easyday pamphlet on 4, 13 Feb lists cities as 110 instead of 100|accessdate=27 November 2012|archive-url=https://web.archive.org/web/20130115231120/http://bharti-retail.in/Easyday.html|archive-date=15 January 2013|url-status=dead}}</ref> catering to about 76,000 customers every day.<ref name=bretail/>

==Format==
The standard neighborhood stores are called Easyday and have their presence in over 500 locations;<ref name=bretail/> the compact hypermarkets are termed Easyday Market, which is mid-sized stores. In addition to the merchandise sold at the regular Easyday stores, the Easyday Market stores stock a wider range of brand and product selections.

==Merchandise==
Easyday sells items and products of various brands keeping in mind the requirements of the local and regional needs. A typical Easyday store sells groceries including fresh produce inclusive of fruits, vegetables & milk; cereals, meat, poultry, dairy and baked products, canned goods, soups, grains, snacks, cookies, chips, condiments, beverages, sauces, spices, and candy; beauty products like toiletries, fragrances, makeup, shaving, and skincare items; health care items; apparel, hosiery, shoes & accessories; books and stationery; toys; gifts; kitchenware; home improvement products including tools, lighting, & electronic accessories; and items related to religion. Easyday has also partnered with [[MoneyGram|Moneygram International]] that provides customers the facility of money transfer at their stores. This facility was initially launched at 121 stores in May 2011.<ref>{{cite web|title=Bharti Walmart, Bharti Retail tie-up with MoneyGram Intl|url=http://www.mydigitalfc.com/retail/bharti-walmart-bharti-retail-tie-moneygram-intl-076|publisher=Financial Chronicle/PTI|accessdate=27 November 2012|date=24 May 2011|archive-url=https://web.archive.org/web/20110526014449/http://www.mydigitalfc.com/retail/bharti-walmart-bharti-retail-tie-moneygram-intl-076|archive-date=26 May 2011|url-status=dead}}</ref>

==Private Brands==
Though Easyday sells merchandise manufactured by several different companies. Bharti Walmart said in an interview, "Customers have begun to like private labels due to better quality, high food safety standards, international look and feel of products, customized packaging created after customer feedback and the credibility of the retailer."<ref>{{cite news|last=Malviya|first=Sagar|title=Private labels owned by retailers such as Bharti Retail, Future Group outsell national brands in own stores|url=http://articles.economictimes.indiatimes.com/2012-02-06/news/31030650_1_private-labels-clean-mate-retail-stores|accessdate=1 December 2012|newspaper=The Economic Times|date=6 Feb 2012|agency=ET}}</ref>

* '''Great Value''': The brand Great Value is Walmart's international brand, and it locally sells a range of everyday-use products like flour, staples, cereals, spices, tea, cold beverages, sodas, jams, ketchups, dry fruits, corn flakes, Indian snacks, dish-wash bars, detergents, toilet cleaners, and floor & glass cleaners<ref>{{cite web|title=Bharti Walmart launches Great Value range of beverages|url=http://www.afaqs.com/news/company_briefs/?id=53906_Bharti+Walmart+launches+Great+Value+range+of+beverages|work=Company Brief|publisher=afaqs!|accessdate=27 November 2012|date=26 April 2012}}</ref><ref name=blog>{{cite web|title=Walmart to source locally in India to keep front-end retail prices low by 10%-15%|url=http://retailview.wordpress.com/tag/home-trends/|publisher=Blog at WordPress.com.|accessdate=1 December 2012|archive-url=https://archive.today/20121225205223/http://retailview.wordpress.com/tag/home-trends/|archive-date=25 December 2012|url-status=dead}}</ref> These products are typically sold at a lower price because of minimal marketing and advertising expense. As a house or generic brand, the Great Value line does not consist of goods produced by Bharti Walmart, but is a labeling system for items manufactured and packaged by a number of agricultural and food corporations.
* '''Easy Choice''': The brand Easy Choice operates on the same lines as Great Value, also catering to the FMCG range, sourcing products from Bharti Walmart, but the items are usually a further little cheaper as compared to Great Value products.
* '''Mainstays''': It is Walmart's another international brand for basic home essentials, catering to kitchen & bathroom accessories, bed linen, cushion covers, towels, plastics, lighting, and stationery.<ref name=blog/><ref name=etlabels>{{cite news|last=Choudhary|first=Sanjeev|title=Wal-Mart pvt labels in Bharti stores|url=http://articles.economictimes.indiatimes.com/2009-09-09/news/28489878_1_private-labels-wal-mart-easyday|accessdate=1 December 2012|newspaper=The Economic Times|date=9 Sep 2009|agency=ET}}</ref><ref name=pb/>
* '''Equate''':<ref name=pb>{{cite web|title=Suppliers > Our Private Brands|url=http://www.bharti-walmart.in/OurPrivateBrands.aspx|publisher=Bharti Walmart|accessdate=1 December 2012|archive-url=https://web.archive.org/web/20121115141941/http://www.bharti-walmart.in/OurPrivateBrands.aspx|archive-date=15 November 2012|url-status=dead}}</ref>
* '''George''': George is a western apparel brand that began as a British supermarket chain, [[Asad|Asda Stores Limited's]], private clothing range, and later moved to Walmart's US and Canadian stores.<ref name=blog/><ref name=etlabels/>
* '''Astiva''': It is Bharti Walmart's regional brand dealing with ethnic Indian wear,<ref name=blog/> such as ''kurtas'', ''kurtis'', ''salwar kameez'', and ready to stitch fabric.<ref name=pb/>
* '''Simply Basic''': It is a brand designed to cater to everyday wear and clothing needs.<ref name=pb/>
* '''Home Trends''': This brand caters to home furnishings & decor,<ref name=blog/> kitchen tools, crockery, cookware, table ware and glassware.<ref name=pb/>
* '''Kid Connection''': It is a specialized brand dealing with toys, children's clothing and other items for children.<ref name=blog/><ref name=etlabels/>
* '''Faded Glory''': This brand provides footwear<ref name=etlabels/>
* '''Athletic Works''': It is a fitness & sports brand that deals with athletic shoes, work-out equipment, gym goods and fitness merchandise.<ref name=blog/><ref name=etlabels/>

==Corruption allegations==
* In September 2012, an Indian politician, MP Achuthan, leveled charges that Walmart invested $100 million of convertible debentures in 2010 in Bharti Retail for Easyday stores, even though, in 2010 the Indian government did not allow any foreign investments in multi-brand retail. Easyday was accused of having received illegal investments in violation of India’s FDI laws and the Indian government started an investigation.<ref>{{cite web|last=Sarma|first=Shukti|title=Wal-Mart suspends India officials|url=http://www.retail-digital.com/stores/-wal-mart-suspends-india-officials|publisher=RetailDigital/WDM Group|accessdate=8 December 2012|date=25 Nov 2012|archive-url=https://web.archive.org/web/20121128053102/http://www.retail-digital.com/stores/-wal-mart-suspends-india-officials|archive-date=28 November 2012|url-status=dead}}</ref> This also led to an internal probe by Walmart into possible violations of the US Foreign Corrupt Practices Act, which prohibits bribery outside of the US. Bharti Walmart suspended several senior executives as part of an internal bribery investigation.<ref>{{cite news|last=Bajaj|first=Vikas|title=India Unit of Wal-Mart Suspends Employees|url=https://www.nytimes.com/2012/11/24/business/global/wal-marts-india-venture-suspends-executives-as-part-of-bribery-inquiry.html?_r=0|accessdate=8 December 2012|newspaper=The New York Times|date=23 November 2012|page=B1}}</ref>
* In December 2012, reports emerged indicating that Walmart had spent $25 million over four years to lobby the US government to gain access to overseas markets including India.<ref>{{cite web|last=McCarthy|first=Julie|title=Wal-Mart's Lobbying In U.S. To Be Probed By Indian Government|url=http://ketr.org/post/wal-marts-lobbying-us-be-probed-indian-government|publisher=88.9 KETR|accessdate=17 December 2012}}</ref> The same month, the Indian government approved an inquiry into Walmart's lobbying activities in the US amid a heated debate in India over Walmart's plans to open retail stores in India.<ref>{{cite web|last=Pasricha|first=Anjana|title=Walmart Caught In Lobbying Controversy in India|url=http://www.voanews.com/content/walmart-caught-in-lobbying-controversy-in-india/1564790.html|publisher=VOAnews|accessdate=17 December 2012|date=14 December 2012}}</ref>

==Controversies==
In January 2013, a fifteen-year-old girl was forced to strip naked at an Easyday store location at [[Vijay Nagar, Indore|Mallhar Mega Mall]], [[Indore]], [[Madhya Pradesh]], as she was accused of shoplifting and the security team wanted to search her.<ref name=toi1>{{cite news|title=Girl asked to strip at Easyday, complaint filed|url=http://articles.timesofindia.indiatimes.com/2013-01-30/indore/36635094_1_security-check-security-guard-strict-action|archive-url=https://archive.today/20130216064053/http://articles.timesofindia.indiatimes.com/2013-01-30/indore/36635094_1_security-check-security-guard-strict-action|url-status=dead|archive-date=16 February 2013|accessdate=4 February 2013|date=30 Jan 2013|newspaper=[[The Times of India]]|agency=TNN}}</ref><ref name=igp>{{cite web|title=Strip search row: TT player's mother lodges complaint against lady IGP|url=http://daily.bhaskar.com/article/MP-IND-indore-strip-search-row-tt-player---s-mother-lodges-against-lady-igp-of-indore-4167814-NOR.html|publisher=Dailybhaskar.com|accessdate=4 February 2013|date=3 Feb 2013}}</ref> The girl, who is a junior national level table tennis player, was found innocent, though the store staff allegedly misbehaved with her<ref name=toi1/> and she had to undergo mental torture.<ref name=igp/> Her mother, Chapla Kumar Bhargava,<ref name=igp/> who got extremely outraged at this incident, filed a complaint with the police. The authorities registered a case against three store employees, including the woman who strip-searched her in a private room. Her mother said, "How can you force someone to undress? The act cannot be justified."<ref name=toi1/> The victim's mother later also registered a complaint against the uncooperative behavior of Indore Police officer - [[Inspector-general of police]], Anuradha Shankar,<ref name=igp/> who reportedly asked inappropriate questions like "Are your intentions of blackmailing the store owner?"<ref name=igp/> Easyday, meanwhile, expressed its concern and said, "We deeply regret the inconvenience caused to our customer at our Indore store. We are investigating the case for appropriate action."<ref name=toi1/> The Madhya Pradesh Table Tennis Association condemned the incident and called it "very unfortunate.",<ref>{{cite web|title=Three persons arrested for frisking teen at mall|url=http://www.ndtv.com/article/cities/three-persons-arrested-for-frisking-teen-at-mall-323948|publisher=NDTV Convergence Limited 2013/PTI|accessdate=8 February 2013|date=30 January 2013}}</ref> the particular store is closed now.

==References==
{{Reflist|colwidth=30em}}

==External links==
* [http://www.easyday.in Official website]
* [http://www.bharti.com Bharti Enterprises Limited]

{{portalbar|Supermarkets|Companies}}

[[Category:Companies based in New Delhi]]
[[Category:Retail companies established in 2008]]
[[Category:Indian brands]]
[[Category:Retail companies of India]]
[[Category:Supermarkets of India]]
[[Category:Walmart]]

Easyday - Revision history

2401:4900:1F36:A53:99E4:D86B:7DBD:3E3E at 09:47, 25 May 2023