Choithrams reveals new logo

Choithrams has revealed a special edition 50-year logo that will be seen in all Choithrams corporate literature during the anniversary year

Choithrams CEO Rajiv Warrier said, “When you have a powerful legacy such as Choithrams’, and when you have an ambitious path ahead thanks to the support of our customers, our partners, and stakeholders, how do you bring it all together in one graphic? We circled back to that one enduring value that continues to move us every day: Goodness. Choithrams’ 50-year infinity logo is the sum of 50 years’ worth of Goodness and care, and we hope it inspires you as much as it motivates us on our golden jubilee year.”

The supermarket brand is known for bringing Britain’s Tesco range of products, and Ireland’s SuperValu to the retail stores. It has now tied up with retail Sainsbury’s products as a preferred partner in the UAE, Bahrain, and Qatar. 

Last year the supermarket brand opened 10 new stores in the country and aims to continue its expansion with the goal of opening 5 to 6 stores annually across the region.

It offers a hybrid shopping experience to customers with more than 50 outlets at strategic locations in the country, an online presence, and an optimised mobile-first delivery network to reach customers through Instashop, Talabat, Deliveroo, El Grocer, Noon.

Apart from a significant retail footprint in the UAE and the GCC region including Bahrain, Qatar, and Oman, Choithrams integrates a global network of distribution channels and manufacturing bases under one roof. 

Choithrams has built its reputation on the strength of long term relationships with leading suppliers and brands, representing category-leaders Rainbow, Mentos, Coca Cola, Quaker, Weetabix, Dabur, Amul, Betty Crocker, Haagen Dazs and many others. 

Lekhu Pagarani, the Chairman of Choithrams group, said: “In 1959, his father the founder created his first trust, the Choithrams Remembrance Trust, it set in motion a lifetime of philanthropic work transforming millions of lives. We are cognizant of the fact that none of this can be achieved alone, and we are grateful for the opportunity to serve. We thank the leadership of the UAE for the continued support and guidance, we thank our partners, stakeholders and customers for the trust – it gives us strength to continue on our mission of creating meaningful social impact for the next 50 years and beyond.”