Future Consumer collaborates with T Choithrams to expand in Middle East region

Future Consumer, a part of Kishore Biyani-led Future Group, on Monday said it has signed an MoU today with the Middle East's chain of retail supermarkets T Choithrams & Sons for a distribution tie-up. Expanding its presence to the Middle East, Future Consumer will be leveraging Choithrams' reach to export and distribute their core brands under various categories, it said in a statement.

Future Consumer's brands Tasty Treat, Sangi's Kitchen, Desi Atta Company, Golden Harvest and Mother Earth will use this channel for enhancing their overseas distribution. With a network of more than 60 supermarkets across UAE, Bahrain and Qatar, Choithrams will market, distribute and retail Future Consumer brands for sale through its own stores, as well as distribute to other retail stores.

"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," Future Consumer managing director Ashni Biyani said. Choithrams will also be exploring this as an opportunity to export international brands across select Future Group formats, the statement added.

"Together we will add an array of new products for consumers in the UAE and increase our range of products catering to different nationalities," Choithrams chief executive officer Rajiv Warrier said.