Thursday, December 21, 2006

ITC to open 54 Choupal Fresh horticulture stores

The Economic Times reports that ITC Chairman YC Deveshwar announced that ITC will be expanding its wholesale business from just fruits and vegetables to open 54 outlets in select metros. At present, ITC’s first Choupal Fresh store opened in Hyderabad in August 2006 and in total has 3-4 Choupal Fresh stores operating in Hyderabad and Pune.

The company has set up a complete cold chain that ensures fruits and vegetables are fresh when they reach the consumer, and the emphasis of these stores will be on improving the quality and productivity of horticulture products from the domestic field rather than relying on importing products.

ITC also has plans to increase is rural hypermarkets, Choupal Sagars by nine within the next six months. Choupal Sagars provide a place for farmers to bypass intermediaries and sell their produce directly to the company. At present, there are 11 Choupal Sagars in Maharashtra, Uttar Pradesh and Madhya Pradesh.

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