Future Consumer partners with UAE’s T Choithrams & Sons to sell its products in the Middle East
Choithrams to market, distribute and retail Future Consumer brands to other retail stores also
NEW DELHI :
Mumbai-based consumer goods maker Future Consumer on Monday said it has signed a memorandum of understanding with UAE-headquartered T Choithrams & Sons, a chain of supermarkets, to sell its range of biscuits, wheat flour and bakery products in the Middle East.
In an announcement on 18 February, the Future Group-owned Future Consumer Ltd said for now its brands Tasty Treat, Sangi’s Kitchen, Desi Atta Company, Golden Harvest and Mother Earth will be retailed in 60 supermarkets across the UAE, Bahrain and Qatar to help expand its overseas distribution.
Additionally, Choithrams will market, distribute and retail FCL brands to other retail stores. “Choithrams will also be exploring this as an opportunity to export international brands," the two said in a joint statement. Choithrams will bring brands from the Middle East to be sold in India across the Future Group’s different retail formats here.
“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, Future Consumer Ltd.
The Kishore Biyani-backed Future Consumer Ltd sells over 30 brands across packed foods, beverages, staples, personal and home care categories.