- Choithrams is resetting prices on approximately 10,000 essential products, covering nearly a third of its full product range, with a focus on fast-moving essentials.
- The reset will be rolled out in three phases during H1 this year, with 3,500 products in phase one, putting around AED 13 million back into customers’ pockets.
- Putting customers at the heart of this initiative, Choithrams supports the UAE Year of the Family and broader cost-of-living priorities, reinforcing its role as a customer-centric, legacy neighbourhood retailer.
Choithrams, the UAE’s favourite neighbourhood retail and distribution chain, announces a strategic price reset for approximately 10,000 essential products, marking one of the largest price resets by a UAE supermarket retailer to date.
The reset follows a survey conducted by Choithrams, which gathered feedback and insights from close to 8,000 customers in 2025. With affinity, trust, and the need for greater value being the general consensus, the reset primarily targets the pricing on essential goods, including food, non-food, fresh, and frozen items. This initiative aims to welcome increased footfall, long-term loyalty, value for price, and continued trust, reflecting Choithrams’ role as a 50+ year legacy brand investing into the welfare and needs of the community.
We surveyed nearly 8,000 customers, and the message was clear: they like us, they trust us, and they want even greater value. For 50 years we’ve been proud to be a neighbourhood supermarket. Customer-centricity is core to how we operate. We listen, we learn, and most importantly, we act to deliver greater value to the communities we serve,
shares Mark Mortimer-Davies, CEO at Choithrams.
Staying true to that promise, we’re resetting the prices of our products across all stores and online. The first phase launches today, with more to follow in the upcoming months.
Rolled out in three phases, during H1 this year, the initiative will cover nearly a third of Choithrams’ entire product range, putting around AED 13 million back into customers’ pockets in the first phase, with a strong focus on its fastest-moving essential items that people and families buy every week. Today marks the genesis of phase one, with a roll out of 3,500 products and a roster of essentials like rice, milk, coffee, tea, lentils, dairy, and more. Far from being a one-off promo, Choithrams aims to introduce a fundamental change in its pricing strategy, connecting consumers with the UAE’s favourite neighbourhood supermarket chain.
We know that budgeting can be a challenge for many, particularly during the Holy Month of Ramadan. At Choithrams, we want to make purchasing essentials kinder on the pocket for our communities. Starting this new year, we’re putting the family at the heart of the weekly shop as never before. This Year of the Family, we’re inviting our customers and stakeholders to have a conversation about the importance of family, reconnecting with family, and most importantly, the role of businesses in supporting families,
comments Dinesh Pagarani, Director at Choithrams.
Pagarani adds,
We want our customers to know what to expect at Choithrams. This reset will have essential items at consistently low prices, popular products priced in line with other leading retailers, and premium imported products that our customers know and love. Being a great neighbourhood supermarket is about value for money, variety, convenience, and quality you can trust. At Choithrams, we’re committed to being the whole package and strengthening our connection with the community.
Choithrams’ new pricing reset strategy is an extension of its longstanding commitment to quality, service, and social responsibility. Drawing inspiration from the UAE Year of the Family and its Golden Jubilee in 2024, the initiative is deeply rooted in legacy, trust, and being customer-first.
News Source: Golin
