Choithrams signs MOU with India's Future Consumer

Tie-up boosts Future Consumer’s Middle East profile and provides region’s shoppers with access to popular Indian brands

(L-R) Rajiv Warrier, CEO, Choithrams and Ashni Biyani, Managing Director, Future Consumer Limited

(L-R) Rajiv Warrier, CEO, Choithrams and Ashni Biyani, Managing Director, Future Consumer Limited

  • Retail and distribution partnership strengthen Future Consumer’s food product reach to markets outside India
  • Tie-up boosts Future Consumer’s Middle East profile and provides region’s shoppers with access to popular Indian brands

T Choithrams & Sons, the Middle East’s leading supermarket chain 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, CEO, Choithrams, said: “Choithrams 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.

“Future Consumer Ltd. 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.”

Under the agreement, Choithrams will initially market, distribute and retail five of Future Consumer’s 30 brands comprising favorites 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 Limited, 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.”

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.

Visit Choithrams’ stand in Hall 6 at Gulfood (A6-10).



It was in 1974 that Choithrams came to the United Arab Emirates and since then the supermarkets have established locations throughout the Gulf, namely Oman and Bahrain. The company brought with it international expertise, networks and connections built over 70 years in 25 countries.

With its high standard of quality and service, Choithrams has become a name synonymous with excellence in the region today. True to its mission of customer satisfaction, Choithrams is today a successful group with associates in diverse fields such as brand-distribution, commodity brokerage, and manufacturing of FMCG's. Choithrams has expanded into Oman, Bahrain and Qatar ensures the distribution of brands into all corners of the Gulf market.


Future Consumer Limited (FCL), a part of the Future Group, operates in the Food and FMCG space with 30 brands in over 65 categories. FCL is constantly expanding its already existing vast portfolio of established Food & FMCG brands. Currently it caters to various categories such as Basic Foods, Ready to Eat Meals, Snacks, Beverages, Personal Hygiene Care and Home Care. FCL has also set up India Food Park at Tumkur, Karnataka in partnership with the Ministry of Food Processing Industries, Government of India. Spread in 110 acres of land, this state-of-the-art food park facilitates end-to-end food processing along the value chain (grading, sorting, pulping, packaging & distribution) from the farm to the market.

For more information, contact:
Averil Gouria
+91 9820778275
Rajesh Rana
+91 7498274972
Twitter: _FutureConsumer
Twitter: @fg_buzz
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