Tesco secures Pakistan partnership

The international marketing magazine for fresh produce buyers in Europe
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Tesco secures Pakistan partnership

Deal will see British retailer sell private label products through Alpha Supermarket

Tesco secures Pakistan partnership

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Fresh produce is expected to be among the Tesco branded items sold through Alpha Supermarket stores across Pakistan.

The British retail giant has signed a deal to have its products stocked at Alpha’s convenience and supermarket stores, according to IGD Retail Analysis. This will include frozen and fresh food items sold under the Tesco Goodness, Tesco Finest and Tesco Everyday labels.

The IGD report suggested Alpha plans to open 50 express stores over the next three years,  all of which will stock Tesco products. Alpha also operates three flagship supermarket stores in Karachi, Lahore and Islamabad, along with its own e-commerce platform.

While modern retail channels remain primitive in Pakistan, the country is Asia’s eight largest grocery market with close to 200m consumers, according to IGD.

Tesco’s move into Pakistan comes after the retailer’s withdrawal from the US, Japanese, South Korean and Turkish markets. It has partnered with CR Vanguard in China, while it operates with Trent Hypermarkets in India.

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