Tata Teleservices, which operates its telecom services under the Tata Indicom brand, has decided to restructure its retail operations. The company, which operates two store formats — True Value Hubs and True Value Shoppes —, has decided to consolidate its retail operations under a single brand, ‘Tata Indicom Exclusive Store’.

The rebranding exercise will cover more than 3,000 outlets spread across the country. This includes some 2,500 franchisee-operated stores and more than 600 company-owned outlets. The existing two-store format was structured on the basis of products and level of customer service they provided.

“However, over a period of time, even the small-format True Value Shoppes were upgraded to undertake varied customer services like bill payments and customer service requests. As a result, apart from the size of the stores, there was little difference between them. With Tata Indicom’s subscriber base exceeding 25 million, it was, therefore, thought necessary to bring both the formats under the single Tata Indicom Exclusive Store brand,” Tata Teleservices V-P (retail) K Sukumar told ET.

The company will also change the ‘look and feel’ of the outlets. The stores will bear a much more vibrant colour combination and will have an upgraded visual merchandise.

“The idea is to make stores livelier and vibrant which is reflective of the brand characteristic at this point in time. The rebranding will be undertaken in a phased manner to spread out the investment.