ITC to set up 32 pop-up stores across India

HYDERABAD: Diversified business conglomerate ITC may set up 32 pop-up stores under its 'Choupal Fresh' division across the country and the pilot project is currently underway in Hyderabad, a top company official said.

According to S Sivakumar, chief executive office (agri- business), ITC, the company has set up pop-up stores in as many as 50 gated communities and apartments in the city and the response has been good.

A pop-up store is a temporary store that would be set up on a scheduled date at a particular place. These stores are considered to be cost effective for both consumer as well as the company, he said.

"The pop-ups are fairly successful here. We will now reach out to more places in the city before exploring other cities. Initial pilots have also been done (apart from Hyderabad) in Chandigarh and Pune to understand the market differences," Sivakumar said.

ITC, which is now supplying fresh vegetables and fruits to hotels, restaurants and food processing units, is now focusing on good farming practices like reducing the use of fertilisers and chemicals. It also has pure organic products, priced higher and duly certified, for exports, he added.

To a query, he said through e-choupal, ITC's farmer outreach initiative, farmers will get farm prices through mobile phones.

"There have been a number of market reforms that have slowed down the growth of e-Choupals. The growth will be in line with the reforms happening," he said.

ITC has 6,500 e-Choupal outlets covering 40,000 villages across the country, Sivakumar added.