Dubai’s Choithrams Inks Deal With British Retailer Tesco

Dubai-based retailer Choithrams has signed an agreement with Tesco’s regional distributor MENA Holdings Group, allowing the retailer to distribute the full range of Tesco private label products.

Choithrams is now authorised to sell a wide range of products from the groceries, health and beauty, frozen, non-food and fresh categories.

These will be rolled out across all stores in the coming weeks, the local retailer said in a statement.

Over 500 Tesco products are currently available in 32 Choithrams stores and the number is expected to reach 1,000 by September 2014.

Tesco frozen products, dry grocery, organic food and FMCG products will available during the first stage of the rollout.

The supermarket chain expects to introduce non-food items such as detergents, hand wash and cosmetics in the near future, followed by seasonal fresh British produce and a range of short shelf life perishables such as dairy, English cheeses, cold cut meats and bakery items.

“We are pleased to be working with Choithrams in the UAE after our due diligence showed them to be the most suitable partner for Tesco in this market, as well as a company that is aligned with our overall vision and who will reinforce our brand’s identity and integrity” said Gareth Bowen, Tesco UK Export executive.

Dinesh Pagarani, special projects director of Choithrams said: “With the addition of Tesco products to our portfolio we are leading the way by bringing the best of British food products to the UAE consumers.”

Choithrams, which first opened in the UAE in 1974, is part of an international group that has operations in 25 countries. The store has also expanded across the Emirates over the years and has 32 stores in the UAE.

The company also signed a memorandum of understanding with the multinational firm Unilever last month to increase it energy conservation across the sites and manage waste. Chothrams has allocated around $2 million for the project.