Supermarket chain Colruyt launches own brand products in India
Belgian supermarket chain Colruyt Group is launching several products of its own brand Boni Selection in India, De Tijd reports
The products in question are Speculoos Crunchy, Speculoos Creamy and Choconuts Duo spreads, and will be sold through Amazon and Flipkart.
India has about 1.4 billion inhabitants, so it could become a very lucrative market for the supermarket chain based in Halle, Flemish Brabant. According to local managing director Hari Subramanian, the spreads are “well received by Indian consumers”. The spreads cost a lot more than in Belgian supermarkets - equivalent to 5.60 euros.
“This is a pilot project, both in terms of region and distribution channel,” said spokesperson Hanne Poppe. “We will test and evaluate it. We are not ruling anything out.”
Colruyt has been exporting its products to Africa for many years, where it works with local partners. According to De Tijd, 400 Everyday and 1,600 Boni products are offered in supermarkets in Central and West Africa . Ten years ago, the first steps were taken in Asia – in China, Singapore, Hong Kong and Japan – and Australia, but the focus is still mainly on Africa. Colruyt has had an IT department in India for several years.
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