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MR Y.C. DEVESHWAR, Chairman of ITC Ltd and past President of CII, addressing the Sustainability Summit: Asia 2006 in New Delhi on Tuesday. — V.V. Krishnan

New Delhi , Dec. 19

ITC Ltd on Tuesday said that it planned to expand its fruits and vegetable retail and wholesale business — Choupal Fresh — by opening 54 new outlets over the next three years.

"We will set up 54 Choupal Fresh outlets in the coming three years in certain select metros of the country," said Mr Y.C. Deveshwar, Chairman, ITC Ltd, at the sidelines of a CII meet. The company currently has a handful of Choupal Fresh outlets in Hyderabad and Pune, since the first outlet opening in August 2006.

The company has also set up complete cold chain for ensuring the availability of fresh products in the market, besides direct linkages with farmers for sourcing farm fresh produce. The emphasis of the stores is on improving the quality and productivity of domestic horticulture products through ITC good agricultural practices as opposed to relying on imported products.

The company also plans to increase the number of its rural hypermarket outlets, Choupal Saagar, by nine more stores from the current 11.

ITC plans to set up one Choupal Saagar outlet for every 40 e-Choupal, to serve as the core infrastructure to support ITC's rural distribution strategy. The nine new Choupal Saagar outlets will be opened in Haryana, Uttaranchal, Karnataka, Kerala, Rajasthan and Andhra Pradesh. Currently, there are 6,500 e-Choupal kiosks in over 38,000 villages in nine States.

More Stories on : Retailing | Strategy | Horticulture/Fruits & Vegetables | I T C Ltd

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