‘We will grow online and retail as they complement each other’

Rajiv Warrier, CEO of Choithrams, talks about the brand’s plans for the future and how it has managed the impact of Covid-19.

Tell us about Choithrams’ growth as an Indian food retail brand catering to all nationalities in the UAE.

Choithrams has been operating in the UAE for the past 46 years as a retailer, distributor, wholesaler and manufacturer. This has given us a unique 360-degree view of customer trends.

On a macro-level, the UAE is a melting pot of 200 nationalities. We customise products based on the nationality mix and store location. For example, our stores in Jumeirah have a higher mix of Arab products; Bur Dubai stores cater to Indians and Filipinos. We have a Food of the World section in all stores to cater to the needs of a diverse population from many countries.

The large Indian population in the UAE and the popularity of their food has put Indian food on the world map. Indian Trade Promotion Council and suppliers exporting quality products have contributed to the growth.

Choithrams has responded well to different challenges over the past four decades, including the recent Covid-19 situation where consumers have increased consumption of food and other essentials and reduced consumption of non-essentials.

How did Choithrams manage the disruption caused by Covid-19?

As a practice, we use technology and data to forecast and prevent supply disruption. Our infrastructure was in place before Covid-19. Our focus was to ensure availability of key products. It was therefore easier to readjust.

As online and home delivery orders shot up, we outsourced delivery and introduced night picking and contactless delivery. We revamped stores for social distancing and trained teams on health and safety compliance. We engaged with vendors to ensure consistent supplies, flew in fast-moving items and critical products, fast-tracked import orders and increased inventory. If a brand of pasta was not available, we made sure another brand was made available.

What are your plans for growth?

We continue to be optimistic. The steps taken by the UAE to manage the pandemic have been very effective. We opened a store in Downtown and two new stores will open soon. Digital is a priority, so we are investing heavily in e-commerce and will soon be launching a revamped hyperlocal site. We are increasing fleet and ramping up operations.

Will online delivery be a major part of your plans?

Yes, the pandemic accelerated growth of online. We will focus on both online and retail as they complement each other. Compared to an online-only model, we are multi-channel. We serve customers online, on social media, via phone orders and offline from 42 brick-and-mortar stores.

On behalf of Choithrams, we take this opportunity to wish the Indian community a Happy 74th Independence Day!

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