Choithrams signs deal with India’s Future Consumer

FCL and Choithrams have identified an opportunity to strategically partner across the UAE, Bahrain and other markets


T Choithrams & Sons, a leading supermarket chain in the Middle East, has signed a memorandum of understanding (MoU) with Future Consumer Limited (FCL), a major player in the food and fast-moving consumer goods (FMCG) market in India.

FCL and Choithrams have identified an opportunity to strategically partner across the UAE, Bahrain and other markets – to bring FCL’s portfolio of leading brands to consumers across the Middle East.

Rajiv Warrier, chief executive officer, Choithrams, said: “Our company came to the UAE in 1974 and has since established itself not only as a conveniently located supermarket chain with 39 outlets across the UAE, but has also become a leading player in retail distribution.”

“Our expansion into Oman and Bahrain ensures the distribution of brands into key markets of the Gulf,” he said.

“Future Consumer is a company for the fast-moving consumer generation which has consistently brought innovative products to the market that appeals across all generations, so this agreement is mutually beneficial,” he added.

Under the agreement, Choithrams will initially market, distribute and retail five of Future Consumer’s 30 brands comprising favourites such as the Tasty Treat range of ready-to-eat snacks; Sangi’s Kitchen, a variety of sauces and dips; Desi Atta Company, a wide range of flours; Golden Harvest, everyday kitchen essentials – flour, rice cereals and spices amongst others and Mother Earth, organic and natural products.

The partnership enables Future Consumer to grow its Middle East exports business and leverage Choithrams’ 60-strong retail network throughout the region, while consumers will have access to some of India’s most popular food brands.

Ashni Biyani, managing director, Future Consumer, said: “As an FMCG 2.0 company, within a span of few years we have created unique brands that cater to different Indian communities, new age consumers, various taste buds and all age groups.”

“Through Choithrams’ distribution channels we are confident that this partnership will explore untapped international markets for our leading brands in the UAE and the wider region,” Biyani said.

Future Consumer Limited has also created an end-to-end food value chain from sourcing of fresh agricultural produce to establishing and operating integrated Food Parks. The fresh sourcing capabilities will be extended to Choithrams.

Future Consumer Limited is a part of the Future Group which operates more than over 24 million square feet of retail space, serving customers in more than 350 cities across India. The Future Group welcomes almost 500 million customers into their stores each year employing around 60,000 people, it stated. – TradeArabia News Service

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