UAE-based supermarket chain, T Choithrams & Sons has signed a memorandum of understanding (MoU) with Future Consumer Limited (FCL), one of the leading players in the food and FMCG market in India.
FCL and Choithrams have identified an opportunity to strategically partner across the UAE, Bahrain and other markets – to bring the former’s portfolio of leading brands to consmers across the Middle East.
“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,” says Rajiv Warrier, CEO, Choithrams. “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 FCL’s 30 brands, comprising Tasty Treat range of ready-to-eat snacks; Sangi’s Kitchen sauces and dips; flours from Desi Atta Company; everyday kitchen essentials from Golden Harvest, such as flour, rice cereals and spices; and organic and natural products from Mother Earth.
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.
“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,” adds Ashni Biyani, managing director, FCL. “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.”
FCL 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.