Aditya Birla Retail Limited (ABRL) will drop the name of Trinethra brand from its 170 stores in the southern part of the country and use its own brand name. ABRL is planning to roll out its retail outlets across the country by next year. The decision to use its own brand name is because of the high recall value and goodwill that the Birla brand has in the market.
Trinethra has used different names in different states. In Tami Nadu and Andhra Pradesh it used the Trinethra brand, and in Kerala it used the Fabmall brand.