Virat Crane ties up with Reliance Retail

New Delhi, Dec 21 (UNI) Virat Crane Industries Ltd today said it has entered into a strategic marketing alliance through its subsidiary with Reliance Retail--Reliance Fresh Retail Outlets.

''Our brand strength is well got reinforced with the tie-up that we did with Reliance,'' company's Managing Director G V S L Kantha Rao said.

Reliance Fresh Retail stores are the buyer stores for Durga Ghee, the company's branded ghee.

The company's Brand Durga is an established brand in the markets spread across Andhra Pradesh, Orissa, Maharashtra and West Bengal, and is popular in household retail segment.

Earlier this month, Virat Crane through its subsidiary tied-up with major retail players including Trinetra, Gaint, Spencers, Foodworld, Subhiksha and Metro.

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