Subhiksha is a retail chain built on a unique business model with no frill stores in the neighborhood area offering 8%-10% discount on Maximum Retail Price (MRP) on all products sold throughout the year. Promoted by R Subramaniam, an alumnus of the Indian Institute of Management Ahmedabad, Subhiksha has been the pioneer in the organized discount retail model in India. The company seeks to provide a one stop shop for all daily shopping needs of a consumer and sells FMCG products, food & groceries, pharmacy products and mobiles. With strong backward linkages and carefully crafted supply chain arrangements, the business model is built such that consumers will benefit hugely from the constant every day low prices, along with the convenience of neighborhood shopping that they are used to. The Company started its operations in 2000 in Tamilnadu and has rapidly scaled up its presence in NewDelhi, Mumbai, Karnataka, Gujarat and Andhra Pradesh. By 2007-08, Subhiksha plans to be a pan-India retailer with atleast 1,000 stores operational.