Future Consumer Limited has inked a partnership with MaxWholesale to bring its products to the neighbourhood grocery stores in Delhi NCR to increase its offline footprint.
Future Consumer Limited is India’s first sourcing-to-supermarket food vertical under the Future Group umbrella. MaxWholesale is a new age distribution company, the fastest growing e-wholesale platform disrupting the segment by using the efficiencies of its proprietary digital platform.
As a part of the agreement, MaxWholesale will make its technology platform available to Future Consumer Limited and enable distribution of the staples assortment of Future Consumer’s products to the neighbourhood grocery stores. The product assortment includes daily use commodity items like pulses, spices, rice, beans and some of the Golden Harvest branded products among many others.
Commenting on the partnership, Samarth Agrawal, Co-founder and CEO, MaxWholesale, says, “India has the largest network of neighbourhood kirana stores in the world, capturing more than 98 percent of FMCG and staples sales in India. These small retail stores are like local curators knowing the requirements of their neighbourhood very well. However they have multiple challenges in their business operations, reliably procuring good quality and value-for-money staples being one of the prominent one. It is a proud moment in our journey as we enhance our product portfolio through a strategic partnership with one of the largest and the best staples companies of India and it enables us to enhance the offering to our retailers and therefore the end consumers.”
So far, Future Group staples and Golden Harvest products were available to consumers exclusively through multi brand retail stores such as Big Bazaar. This partnership between MaxWholesale and Future Group will enable the availability of Future Group’s products to the consumers of Delhi at their nearest kirana stores, thereby expanding the brand’s reach.
Commenting on the partnership, Anand Jaju, Head of Commodities, Future Consumer Limited, says, “Future Groups vision is to provide premium quality of flour, pulses, dry fruits, cereal and spices to each and every household of India. True to this vision we want to make our products reach every Kirana store.”
With the growth of its platform MaxWholesale has seen inbound interest from Mill owners as well. United Export Mills, the makers of Parakh Rice in India have also inked a partnership with MaxWholesale to provide quality rice to the retailers on the platform. United Export Mills launched all variants of its Parakh rice on the platform to make its products available to retailers.
“I like this model because as a mill owner for me it removes the unorganized middlemen and gives me direct reach to the retailers who are actually putting our product in the consumer’s hands.”, says Sudhanshu Narang, MD, Parakh Rice Mills.
Dominating India’s grocery retailing with an immense 98 percent share of the grocery retail business, Kirana Stores are a key piece in the entire retail value chain. Through its extensive network of retailers, MaxWholesale envisions to supply Future Group’s products to each and every household of India.