In an article in Daily News & Analysis:
The key to this unusual partnership between elephant and ant is common branding, lower prices, higher discounts and special promotional offers that are exclusive to Super Value Stores. Under the deal worked out by HLL, kirana stores that opt to rebrand themselves as SVSs get an additional 3% commission on monthly sales. Plus, there are promotional offers that are available nowhere else. An HLL spokesperson told DNA Money: “SVS is the first and pioneering programme through which the company and trade have developed a win-win partnership.”
Read the full article here.