Choithrams has announced a price reset on approximately 10,000 essential products across its stores in the United Arab Emirates, covering nearly a third of its full product range.
The retailer said the initiative would be rolled out in three phases during the first half of this year.
Phase one includes 3,500 products and is expected to put around AED13 million back to customers.
Choithrams announces UAE-wide price reset on essential goods
The price reset focuses on fast-moving essential items across food, non-food, fresh, and frozen categories. Products included in the first phase include rice, milk, coffee, tea, lentils, and dairy items.
The announcement follows a survey conducted by Choithrams in 2025, which gathered feedback from close to 8,000 customers. The company said the survey showed affinity, trust, and demand for greater value.
“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. 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,” Mark Mortimer-Davies, CEO at Choithrams said in a statement.
Choithrams said the reset is not a promotional campaign but a change in pricing strategy. The company stated that essential items would be offered at consistent prices, popular products would be priced in line with other retailers, and premium imported products would continue to be available.
Retailer cites UAE Year of the Family as key driver
The initiative aligns with the UAE Year of the Family and wider cost-of-living priorities. Choithrams said the strategy places families at the centre of weekly shopping.
“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,” Dinesh Pagarani, Director at Choithrams further explained.
“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,” he added.
Choithrams was founded in 1974 and operates across the GCC. The company said its pricing reset builds on its commitment to quality, service, and social responsibility. The initiative also follows the company’s Golden Jubilee in 2024 and aligns with its Sustainable Living Plan and humanitarian partnerships.
