IndiaRetailBiz

While, strident political opposition to Reliance’s entry in farm produce, particularly fruits and vegetables, has forced the company to withdraw from Uttar Pradesh and postpone operations in West Bengal, ‘Safal,’ a part of Mother Dairy, has decided to sell 13 varieties of vegetables at Rs. 5 per kg in Delhi and NCR, reports Sahara Samay.

‘Safal’ is likely to also announce cut in prices of fruits like apple and chikoo, as well.

It would be interesting to see if anti-retail lobby will allow ‘Safal’ (meaning Successful) to become ’safal’ in its consumer friendly offering, which began in the capital from 17th November.

Safal has been able to offer this scheme as arrivals of vegetables post monsoons have substantially increased.

“We are selling 13 vegetable items at Rs. 5 per kg and the response has been encouraging,” said a Safal sale person.

Meanwhile, organised retailers like Subhiksha, Reliance, and Spencer’s, known for offering products at low prices, have refused to follow suit as they are not ready to engage in one-time price drop.

“Subhiksha would not engage in one time price drop” said Ashu Phakey President (North), Subhiksha. “We believe in passing the benefits to consumers on consistent basis and maintain competitive price throughout the year, which is always lower than the other organised retail,” he added.

While, Mother Dairy officials are not prepared to commit on how long the offer would last, they plan to sell seasonal vegetables at uniform price points as long as it is necessary to drive consumption.

“This revision is attributed to availability of seasonal items in plenty and consistent dipping of wholesale prices due to excessive supply,” Mother Dairy said in a statement.