Choithrams, a leading food retailer and distributor in the Middle East, has grown into a successful group with activities in a range of fields including retail, wholesaling, commodity brokerage, and the manufacture of edible and non-edible items. We dive into the company’s story with CEO, Rajiv Warrier.
A DEDICATION TO DELIGHT
In terms of the vast landscape of retail and multitude of global business sectors that it encompasses, it doesn’t get much bigger or more vitally important than that of the food industry.
Everybody needs to eat and be served food – in that sense, the possibilities and breadth of the sector are practically limitless.
Thus, the business of selling food is one of the few portions of the retail landscape that remains immune and untouched by ongoing global issues such as economic fluctuations and continues steadfast in a stable and reliable manner, impervious to new trends and even time itself.
Within this vast industry, it is now five decades since the first Choithrams supermarket and department store was established in the United Arab Emirates (UAE), and in the resulting years, many of the company’s stores have been built in convenient, strategic locations across the seven Emirates, patiently and effectively adding to an impressive portfolio of sites.
Undoubtedly, now boasting an unbeatably high standard of quality and service, Choithrams has meticulously created a reputation for itself that has become synonymous with excellence in the broader gulf region with an expanded network of stores, a robust distribution network, and a superior e-commerce experience.
The business was initially established in the UAE in 1974 and has since blossomed seamlessly into a retail chain stretching across 55 supermarkets dotted around the nation.
“We have steadily witnessed the expansion of Choithrams into Oman, Bahrain, and Qatar, which has ensured the distribution of brands into all corners of the Gulf market. We bring expertise and experience to the region, built up over 50 years of service across 25 countries,” introduces CEO, Rajiv Warrier.
Prior to his current role, Warrier spent nine eventful years at Sodexo Benefits and Rewards Services.
This included working in several diverse roles such as his tenure as CFO of Sodexo India, before being appointed as the company’s Managing Director in mid-2012.
This crucial industry experience included learning about managing a business, launching new initiatives, working at start-ups, business development, finance and accounts, and legal compliance, setting him up to thrive and prosper in his work today as CEO of Choithrams.
UNRIVALLED SERVICE
Customer service has been a key theme for Choithrams throughout its 50 years of operation in the UAE.
Staying loyal to the company’s core value of achieving absolute customer satisfaction, emphasis is placed on services, processes, and products to deliver an exceptional shopping experience.
Choithrams dedicates itself to providing the freshest fruit, vegetables, and quality meats in store. Alongside this, an impressive array of wholesome seeded breads, light creamy cakes, and croissants are baked and sold freshly every day.
Choithrams continues to expand its portfolio of dynamic products, adding a broad range of ready-made chilled and hot meals.
These were designed to provide great relief to a growing number of customers who are always on the go but wish to make healthy food choices.
ON THE CUTTING EDGE
Choithrams has a distinctive advantage in having both retail and distribution under one brand. With a collection of trusted brands, efficient services, and excellent penetration across trade channels including modern trade, grocery stores, convenience stores, petrol stations, cafeterias, teashops, and duty free.
“Some of the brands we now champion include Rainbow, Kimball, Fruitella, and Weetabix to name a few,” Warrier explains.
“In the last six to eight years, we’ve really focused on professionalism and transparency, whilst developing enough new elements to our product range so that we’re able to deliver a better offering,” he sets out.
Moving forward, Choithrams remains determined to position itself at the cutting edge of new trends and developments within the gargantuan food retail sector.
“We foresee that online shopping will continue gaining traction and dark stores will become an important sales and delivery channel for grocery shopping in 2024 and beyond,” elaborates Warrier.
A rising trend worldwide, the concept of a dark store is to build a distribution centre or retail store that is used solely for fulfilling online orders, rather than being open to customers. The term dark refers to the fact that the store is not intended for customers to enter and browse.
“Choithrams will align its growth strategy with these trends. Additionally, generational inclusivity in the workforce will be a big focus area for us moving forward.”
COMMITMENT TO FOOD SECURITY
Choithrams’ commitment to advancing food security in the Gulf region is underpinned by five key strategies.
“Foremost is to maintain a substantial stock of essential commodities at our central distribution centre, ensuring a reliable supply chain. Simultaneously, we uphold the highest standards of food safety,” Warrier affirms.
In this way, Choithrams’ proactive approach extends to robust measures designed to curtail food waste, from meticulous inventory controls and stock rotation to innovative display strategies.
“Education forms a crucial aspect of our initiatives, including informing customers about the paramount importance of food safety and the reduction of food waste,” he follows up.
Additionally, Choithrams continues to form meaningful collaborations with local and international organisations, fostering a united, collective effort towards promoting food security across the region.
As such, Choithrams is now a strategic partner of the UAE Food Bank with the goal of fostering a resilient and secure food environment for the community.
HALF A CENTURY OF GOODNESS
Throughout 2024, Choithrams is celebrating its 50th anniversary of proud service while the company simultaneously continues to make significant strides towards growing its brand portfolio, strengthening channels, and embracing sustainability and technology in its operations.
“We’re constantly working on how we can strengthen our dedication to customer centricity from the top to the bottom of the organisation,” Warrier prides.
Earlier this year, as part of the company’s anniversary celebrations, Choithrams was thrilled to announce the launch of its “Everyone is a Winner” campaign across its portfolio of supermarkets and online.
The inventive and rewarding campaign coincided with the holy month of Ramadan, as the company aimed to express gratitude to its loyal customers by offering them exciting rewards on their purchases.
“Looking at the next 50 years, one word that will be central to Choithrams is sustainability – of our business, of our stakeholders, including suppliers, customers, bankers, employees and shareholders, and of our ideas and their execution regarding the local community and the environment,” he outlines.
Determined to progress and build upon its already significant legacy, stemming from the pride the company feels as one of the earliest go-to places for grocery shopping in an organised format in the UAE, Choithrams aims to further enhance its reputation as the ultimate destination for a wide range of numerous imported brands and products.
“At Choithrams we will continue to nurture and protect the brands that we sell. Brand building is our passion, which we perform with the diligence and experienced professionalism of years in retail marketing,” Warrier concludes proudly.
