Choithrams eyes rapid expansion in the UAE

Shanavas Ahmed; Choithrams chairman L.T. Pagarani; director Thanwani; and Praveen Dham.

Dubai - Company continuously coming up with innovative ways to promote new products

By Deepa Narwani

Published: Fri 23 Feb 2018, 9:08 PM

Last updated: Fri 23 Feb 2018, 11:10 PM

As one of the oldest brands in the UAE, Choithrams has established itself not only as convenient neighbourhood stores dotted across the country, but over the years, it has also become a leading name in retail distribution that is well-established
On the sidelines of Gulfood 2018, Shanavas Ahmed, business development manager at Choithrams, told Khaleej Times: "Our aim is to continue to expand, specifically in the UAE. We have a number of well-known international brands in our portfolio and are constantly looking to provide products in all the various categories."
The distribution business is Choithrams' forte and the company is strong across all the channels. "With leading brands, we cater to 9,000-plus stores in the UAE. That itself speaks volumes about our reputation and our coverage is massive in terms of all the channels," he added.
The firm recently launched a couple of brands, and Ahmed explained that negotiations to add new products are an ongoing process. At Gulfood, Choithrams exhibited its wide range of products. Praveen Dham, marketing manager at Choithrams, said: "Being at Gulfood is a great opportunity for us as we get to observe new market trends and products coming to this region. The response we have received has been great. In my conversations with a number of people at the event, everyone maintained that this year has been fantastic."
Dham highlighted that even with existing brands, the firm is continuously coming up with innovative ways to promote their new products. He shared that international brands and renowned suppliers continue building their relationship with Choithrams, as it is one of the biggest distributors in the UAE.
Ahmed said: "Gulfood keeps getting bigger and bigger every year and it is a great platform for us to engage with our existing brand suppliers, and also find new suppliers. As far as future plans are concerned, if you look at our supermarket business, we have a big expansion plan in retail as well."
- deepa@khaleejtimes.com