Future Consumer inks MoU with Choithrams

Kishore Biyani-led Future Consumer Ltd (FCL) is set to expand its portfolio of leading brands across the U.A.E, Bahrain and Qatar as it just inked a memorandum of understanding (MoU) with T Choithrams & Sons, a leading chain of retail supermarkets in the Middle East.

“With a network of more than 60 supermarkets across the U.A.E, Bahrain and Qatar, Choithrams will market, distribute and retail FCL brands for sale through its own stores, as well as distribute FCL brands to other retail stores,” FCL said in a statement today.

Through this strategic partnership, FCL aims to leverage Choithrams’ reach to export and distribute their core brands under various categories.

FCL will use this channel to enhance overseas distribution of five of its popular brands—Tasty Treat, Sangi’s Kitchen, Desi Atta Company, Golden Harvest and Mother Earth.

“Future Consumer Limited has developed a strong presence in India. Our partnership with Choithrams will help us explore international markets for our products, and make our leading brands available to consumers across the Middle East," said Ashni Biyani, managing director, FCL.

The retail majors signed this partnership during the Gulfood Dubai 2019, a popular food and hospitality show.

Choithrams plans to export international brands across select Future Group formats.

“...I think together we will add an array of new products for consumers in the UAE and increase our range of products catering to different nationalities,” said Rajiv Warrier, CEO, Choithrams.

With this partnership, consumers in India and the Middle East will get access to a range of brands that were earlier not available to them.