Subhiksha Trading Services Pvt.Ltd. was one of the largest Indian retail chain which opened its first store in Thiruvanmiyur in Chennai in March 1997 with an investment of about Rs. 50 lacs. It was started and managed by R. Subramaniam, an IIM Ahmedabad alumnus. On the basis of extensive research on the customer behavior Mr. Subramaniam found that offering branded at goods at lower prices than their competitors could make them stand in the highly competitive retail industry. The key features of Subhiksha were low prices, savings, trust.
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