INGREDIENTSFOR THEGOODNESS OF LIFE

Welcome

Our Legacy

Our Hub

A World of Choice

Our Supermarkets

Pan Gulf

International Brands

Calibration of Distribution

Sustainability

Imagine a better world

The Future

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IndexOur VisionOur shared ‘Full of Goodness’ vision is to be the preferred Fresh Retailer and Distributor of

choice in the GCC taking care of the people we work with and the communities we serve.

Our ValuesCustomer Centricity - We put the customer at the heart of everything we do

Leadership - We lead by example in all that we do within our industry

Integrity - We are honest, ethical and treat everyone with trust, dignity and respect

Meritocracy - We reward results and recognize efforts

Boundaryless - We eliminate barriers, share ideas and identify the best course for the organization

Our MissionOur mission is the delivery of ‘Full of Goodness’ through expanding our

conveniently located neighborhood stores and by adding value and growth

to our principals to thus become the distributor of choice in new and

developed areas within the GCC.

The fulfilment of ‘Full of Goodness’: our service to our customers is being

enhanced by Choithram’s people being trained in best retail and wholesale

practices.

The delivery of ‘Full of Goodness’ with devotion: our FMCG distribution

network is being integrated regionally.

Taken to HeartAsk a dozen people about Choithrams and odds are you get a dozen

different answers – all compelling, earnest, with for sure the odd

telling off. These are taken to heart as indeed are our efforts to achieve

a dual quest – the fusion of profitability with support for the

community.

To sustain our quest, we have reaffirmed our ability and our

commitment to invest in four key areas:

In new processes - to ensure fresher, quality food for our customers

In new outlets – adding new supermarkets in convenient locations 

In our people – with regular training and sharing of best practices to

develop higher standards

In our communities – to perform better on the environmental and

social challenges that we face together

Since the Company’s beginning in 1943, the desire to serve has been

a driving force behind our growth and strategy. Our enduring mantra is

our commitment to get closer to our customers and use our unstinting

efforts to provide the best of selection, price and service.

For 75 years Choithrams has built vibrant, reliable relationships with

customers and suppliers. We seek to go forward building on these

solid foundations, nurturing new ideas and testing innovations.

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OPENED WINDOWS OFDISCOVERY FOR OTHERS

OUR FOUNDERTHAKURDAS C. PAGARANI

(1914 – 1992)

Our LegacyThe searchlight years took our founder, T.C.Pagarani, on the Marrakesh express – before

settling in Freetown, Sierra Leone in West Africa, here in 1943 he opened his first  grocery

store in Krootown Road whence he opened windows of discovery for others.

Venture and vision went beyond one outlet and one country to encompass retail,

manufacturing and distribution on several continents. Going beyond convention, as early

as 1959, he established the first of his charitable trusts operating schools, clinics and

hospitals.

Motivation in  motion continues apace in new technologies, the digital space and low

carbon energy alternatives. Enterprises are scaling new heights across sourcing,

procuring, manufacturing, brands, licensing, distribution and retail with a presence in

Africa, India, the Middle East, Europe, the Far East and North America.

The inspiration and purpose instilled by our founder continues to thrive in the company as

we strive each day to be an earth loving food enterprise, a trusted name and a significant

contributor to economic and social growth.

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Our HubEmbedded in the GCC, Dubai is the destination hub for business and

living. As an entrepot with expanding horizons, Expo 2020 is its

signature accolade!

We opened our first supermarket in the UAE in 1974, today

Choithrams are in convenient locations across the Gulf states.

Be it, our Choithrams retail chain, Megamart, Babasons or our 

commerce dynamo, it has been a scintillating and rewarding journey.

Choithrams has a finger on the ever-changing regional pulse  to be

innovative in the key areas of customer care, brand management and

store location and design.

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“Dubai defined the ethos of globalization, the international entrepot of the future...” Matien Khaled

Fresh food from the 4 corners of the earth

A World of ChoiceOur GCC activities have diversified to include leasing,  HORECA, exports,

distributor partnerships best exemplified by our forty-year relationship with

Tesco UK being brought to our GCC shopper.

Our expansion has been complemented by the development of a meticulous

logistical organization of warehousing and delivery capability, today we

have the gamut of cold chain, frozen and ultra-fresh which has made us the

‘Partner of Choice’ for Tesco, General Mills, Quaker, Friesland Campina and

others.

We continue to propel ourselves forward establishing new supermarkets

and seeking new international brands and products to simply make life taste

better for the increasingly sophisticated customers in this dynamic and

innovative market. 

Rather than merely take  e-commerce as ‘must do’, we have  placed our

customers home as the start point and superimposed this critical heartbeat

as the pathway to all we do in our e-tailing world of choice: bringing

conversations to the fore, simplified processes, standing corrected by our

customers.

The improvements spring from their doorstep, kitchen and voice not some

nerdy coders backspace. Our ‘e-advantage’ is airfreight, specialty

imports, ‘made just for you’  from our own production, ovens, bakeries,

delicatessen, free from reliance on subcontractors.

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Our Commitment to Our Customers

Our Supermarkets Our chains are existentially engaged in improving the quality of everything that is done in

its organization: services, processes and products. We prioritize a customer-first

approach and make every effort to provide exceptional customer experience.

Dedication to ensure selection and value at all price levels is at the heart of our

commitment to our customers. We are uniquely positioned to fulfill this commitment

because of our international network on a global scale and years of experience in the field.

Service and quality at all price levels is matched in store by a vast range of products

meticulously ordered, arranged and constantly scrutinized to reflect the everchanging

tastes and the variety of new products offered by suppliers.

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Pan GulfConsumer loyalty is the benchmark by which we measure ourselves and propel our growth. Diverse

range of outlets, from MacroMart, Shoprite, Mega Mart Xpress to larger footprint Mega Mart stores,

abundantly ably serviced by the finest logistics and distribution centres.

We have established an admired reputation for specialty imports, ultra-fresh as well as the trust of world

class brands and manufacturers including Nestle, Fritolays, Batook, Amul, Dewlands, Gits, Klassno,

Parle, Dabur, Baxters, John West, Three Horses, Kandos, UFC, Lo Salt, Conagra, Dole and VIP

reinforcing our position as a primary distributor of choice Pan Gulf.

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Oman

Al ReefPivotal focus on distribution, market penetration of our

principals Friesland Campina, General Mills, Conagra,

Kelsen, Ajinomoto, Tate & Lyle,  Aseel, Mother’s Recipe,

Leone Tea & VIP Garments combined with professional and

world class customer service provides us a leading edge in

the distribution space in Oman.

 

This global reach calls for full nationwide network of

logistics and distribution centers, disciplined dynamics,

strategic planning and constancy ensuring continuous on

time delivery to our clients.

Maximising coverage through our dedicated distribution

team supported by state of the art distribution centres at

Muscat,Sohar,Salalah, Nizwa & Sur.

We are proud of our commitment to Omanisation.

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International BrandsAt Choithrams we nurture and protect the brands that we sell. Brand building is a passion, which we

perform with the diligence and experienced professionalism of years in retail marketing. Our experts

develop enduring relationships with major brand principals thereby offering high quality foods and

merchandise at all price thresholds to our valued customers. Our success is based on years of ‘getting

to know you’ and the trust that we have earned from our customers and suppliers over decades of

serving the community. This is not, however, a recipe for complacency as we are constantly trying to

improve our service.

As well as driving power brands, Choithrams has been exceptionally successful in introducing new,

unknown brands into the Gulf and through patient, diligent work nurturing their growth and watching

them emerge as household names.

Dedicated teams work in a professional and systematic way to ensure optimum locations and coverage

for each brand. “The success of a company is directly proportional to the success of its branding”

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• A pinnacle example, setting an objective of Excellence translated into Execution!

• Robust distribution and visibility across all trade channels and categories (Evaporated Milk, Milk

Powder, UHT Milk, Condensed Milk, Coffee Milk, Cream, 3 in 1 Tea).

• Category leader in Evaporated Milk, continues to pioneer innovation in dairy categories, through mega

launches of new products. Recent launches include Rainbow Qubez 3 in 1 Tea, Rainbow Coffee Milk

(Q1-19), Rainbow Cream (Q2 -19), Coast Evaporated Milk, Alaska Evaporated Milk (Q1 -19).

• Consistently breaking sales records, through strong distribution, visibility and marketing & promotion

campaigns, that engage new consumers and reward loyal ones.

• Preferred brand of Trade and Consumers, with high loyalty index, built through very strong trade support,

consumer trials, repeat purchase and category/product innovation.

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• Market leader in Candy-Confectionery category.

• Will be making a foray into wraps/roll segment (within Gum category) wef March

2019, which will unlock the biggest pack-type segment for Mentos Gums.

• Continuously demonstrates category leadership through NPI launches, Innovation,

In-store theatre, Consumer engagement and activation.

• Good penetration and visibility across all channels, including non-traditional

channels eg. Parks, Book-shops etc.

Always innovating what confectionery can do

Gums and Candies (Mentos, Smint, Chupa Chups)

• One of the most familiar & favorite brand, of trade and consumers, in the

Tomato Ketchup Category.

• Recently launched in the most preferred pack type i.e. PET bottle.

• Wide Distribution footprint, having highest Distribution scores.

• Actively engages with consumers through events, sampling and promotions

throughout the year.

• Also available in Pasta sauces and noodles.

• Consolidation of Campbell Soups, Prego Sauces and V8 Juices with

Choithrams.

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• Blended and manufactured by us• A peerless class of its own! • Available in over 2000 cafeterias

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BRC Accredited

Established in the UK in 1961, Natco is a leading brand for lentils, spices, nuts, poppadums, gram flour, and much more.

“For over 140 years, Quaker has been inspired by the power and

wholesome goodness of the amazing oat.”

Quaker success and leadership follows a commitment to a level of

excellence we call "The Quaker Standard".

This has led to investments in world-class, industry-leading science,

technology and talent. The result-an unsurpassed ability to transform

the oat into products that allow people to benefit from their goodness.

Quaker works hard to advance the oat to its fullest potential so we can

help people reach their fullest potential.

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Heartlight is 100 percent canola oil with lowest saturated fat compared to any other

cooking oil.

Richer in Alpha-Lenolenic acid which helps reduce blood cholesterol, Heartlight is

perfect for cooking, frying, baking and simply delicious on salads!.

For a a healthy lifestyle, change to Heartlight Canola Oil. Processed and packed in

Canada.

One of the leading brands – Spanish Saffron

Genuine garden saffron in filaments. Experts select the best batches of the saffron

crop to make this product exclusive and beyond compare.

Also available in the range, Saffron syrup which is a non-alcoholic sugar sweetened

concentrate.

It is an appropriate product to dilute in water, milk, coffee or tea; to decorate ice

cream, water ices and all kinds of desserts.

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Goodness FoodsGoodness Foods is committed to providing the finest quality spices, nuts, lentils, grains, flours and sugar.

We select the finest natural ingredients and strictly adhere to HACCP guidelines to ensure that you receive the pure farm fresh Goodness in all our products.

Choithrams makes shopping for everyday needs simpler by offering a carefully

selected assortment of non-food products.

We source and distribute non-food category of products consisting of light

household products like garments, innerwear for women & men, kitchenware,

household, cleaning products, novelty products, toys, luggage and home decor.

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General Merchandise

Calibration of DistributionEngineering the distribution network requires meticulous logistical organization of delivery and central warehousing facilities in each country we operate in ensuring our

supermarkets and clients are continuously well stocked.

This matrix fuels the various divisions of retail, catering and wholesale. Choithrams sales and merchandising vans crisscross the country servicing 80% of the food outlets in

UAE and our other Gulf operations including airlines, duty free shops, hospitals, hotels, restaurants, fast food chains, ship chandlers, clubs, schools and more.

Each facet is managed by a committed team who pride themselves on prompt and excellent sourcing of good quality and value products from the global market and effective

nationwide delivery.

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SustainabilityAt Choithrams, we understand that with success comes

responsibility. Working towards an environmentally better and

hopeful future for generations to come, we have set a 7 pillar

Sustainable Living Plan (inspired by the Rio Summit 1992) of

Health, Nature, Carbon, Innovation, Community, Employment and

Dialogue for ourselves. An adjunct is our bilateral sustainability

agreement with Unilever.

Choithrams in Dubai and the Gulf has applied HID technology being

equipped with metal halide lamps of a single type that saves energy

and lowers costs. In tandem with this we have installed hundreds

of water misers on our taps, captured AC water, recycled pallets &

waste, eliminated use of paper cups and plastic bottles in our

workplace.

Natco’s food facility in United Kingdom is now the world’s largest

solar powered spice plant after installing 1074 solar panels on its

roof producing 220 000 kwh over a year. The electrical energy

harnessed from the sun helps run the plant yielding ‘lower

emissions, less pollution, increased sustainability and cleaner

energy’

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In 2009, NATCO replaced all its sales team’s cars withhybrid electric vehicles, turning wheels for

a cleaner and a more beautiful Earth

Imagine a Better WorldChoithrams support a number of health and educational institutions is West Africa and India. The first hospital was built in Indore, India and later in partnership with the United Nations

(UNO), a further hospital was opened in Freetown, Sierra Leone. Our educational institutions in India have over 6000 pupils amongst which is a rural school, with its own organic farm

next door where the children receive an academic education and benefit from healthy organic lunches.

Our community, welfare, education and health efforts were given a new vista and wider contour of reach by joining hands with the World Food Programme specifically in the Middle

East and Africa. This joyous and earnest initiative is a great example of direct community engagement withal by our customers in extending help to others.

In the UAE, Choithrams supports local charities and is honoured to be a corporate supporter of MSF and a founder member of WWF in the Middle East. Choithrams has also paired up

with Dubai Cares to spread awareness and support funding drives.36

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The FutureOur growth in the region has been phenomenal, the current economic landscape though determines a more measured confidence about the future and dissuades departure

from our core activity.

The development of a more integrated distribution set up, smarter internal systems, as well as our own enhanced production of fresh foods ensures ownership of quality,

improved service and on time delivery of prepared foods to our stores. Thus, our establishment of our frozen and cold chain facility, tea blending and manufacturing operation

and spice mill.

The coefficient of this is our SAP development and seamless integration of our entirety.

All well said, nonetheless it pails into insignificance if we are not committed to devotion to employee’s engagement, heart share, mind share and above all else, Earthshare

and Earthcare.

Our World for You

T. Choithram & Sons LLCAl Ittihad Road,

P.O. Box 5249, Dubai, UAETel: +971 4 297 9991Fax: +971 4 269 8539

www.choithramsgroup.com

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