How Fynd helped Reliance Retail scale store site selection across 68 locations with RetailVista

Reliance Retail runs grocery, fashion, electronics and quick commerce formats across the country and every new format brings back the same big question: is this the right spot for a store? In the past, different teams in various cities answered this question in their own ways, without a shared approach. 

To solve this, Fynd partnered with Reliance Retail to create RetailVista - a system that evaluates every location in the country with the insight of an experienced retail expert but does so in seconds.

The challenge: Too much data, not enough decision

Data lived everywhere, but nowhere together

Reliance Retail had access to a vast amount of data  from customer information via Jio and UCP, government records like Census and RBI data, competitor locations, foot traffic patterns, property prices, and demographics. But this data was scattered across different systems that didn’t communicate, making it hard for any team to get a clear, unified answer.

Every store decision meant starting from scratch

Whenever a new store location had to be decided, teams started from scratch. They manually gathered data from multiple sources, city by city and format by format. Without a common system, decisions varied depending on who was involved.

The cost of not having one system

This lack of a unified approach slowed down store opening decisions, caused inconsistent choices across teams and increased the risk of opening stores in the wrong places or cannibalizing existing ones. 

The solution: One map, one score, one decision engine

A country broken into scoreable cells

Fynd developed RetailVista as a geospatial intelligence layer that consolidates all of Reliance Retail’s data. The country is divided into small hexagonal cells like a honeycomb over the ma and each cell is scored based on 10 key retail factors, such as population wealth, foot traffic, competitor presence, property costs, building density, and existing order data. These factors combine into one comprehensive score out of 100, accompanied by confidence and priority labels.

An AI co-pilot teams can simply talk to

The system acts like an AI co-pilot that teams can easily interact with. For example, if someone asks, “Is Andheri a good location for a new Reliance Digital store?” RetailVista provides the best micro-locations in that area, explains why each was chosen, and shares reasons why nearby spots weren’t selected.

A pipeline that learns from real decisions

RetailVista learns from real decisions as well. Each opportunity moves through stages - New, Shortlisted, Site Visit, Approved allowing the system to improve based on actual outcomes, not just data.

Built together with Google

Fynd built this platform jointly with Google, leveraging Google’s mapping and AI technology. A fully functional version has already been tested successfully with live data from Mumbai.

The impact: A single system replacing dozens of spreadsheets

68 scored opportunities already in motion

RetailVista is already being used with real grocery expansion leads, not just test data. Each opportunity is tracked through the decision stages, providing a live pipeline that Reliance Retail teams can trust and act on. 

10 location-intelligence dimensions behind every score

Every area is judged by the same criteria, whether it’s a grocery store in Mumbai or a dark store in Delhi. This consistency removes guesswork and ensures the same location isn’t assessed differently by different people.

24 data categories unified onto a single map

Customer behavior, census data, competitor locations, foot traffic, property prices, and more now live in one integrated hex-based map. Teams no longer need to chase data from multiple sources before making decisions.

500M+ customer locations feeding the model

RetailVista’s scores are grounded in extensive real customer and demographic data, a scale that few retailers in India can match.

40k+ retail stores, warehouses and dark stores mapped

The existing network is fully represented, so every new site decision automatically considers risks like cannibalization and coverage gaps.

1,000 cities on the roadmap

While currently anchored in Mumbai, the platform is designed to scale across India, turning RetailVista from a pilot project into the core tool guiding Reliance Retail’s growth strategy.

RetailVista is still rolling out - the Internal Track and core scoring are live, while pan-India coverage and some use cases like pricing are still in pilot or on the roadmap. The numbers above reflect the platform's current scale and reach, since business outcomes like revenue or footfall lift aren't available to share yet.

Want to bring location intelligence to your own expansion strategy? See what Fynd can do for you.

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