British supermarket Tesco has entered into the Pakistani retail market through an agreement with Karachi-based Alpha Supermarket. Tesco would supply private label products through Limestone Private Limited to Alpha supermarket in the initial stage.
British High Commissioner Thomas Drew inaugurated Tesco label products with Limestone Private Limited at the British Deputy High Commission in Karachi recently and said: “United Kingdom’s brands, especially those as big as Tesco, have a real advantage in Pakistan as they are already recognizable to the people, who have visited Britain. At the heart of this will be increased trade between our two countries and I hope Tesco’s launch is just the start of a new era of British Pakistani trade.”
Jared Lebel, head of new market development at Tesco said: “We have agreed on a wholesale partnership with Alpha Supermarkets in Pakistan, under which Tesco products will be stocked at two of its stores.”
Nadeem Hussain, Chairman of Limestone Limestone Private said that they would open at least 50 express stores in Pakistan over the next three years selling Tesco products. This would be in addition to the flagship stores the company is planning in major cities like Karachi, Lahore and Islamabad.
Alpha supermarket will sell Tesco products under three different categories: Tesco Goodness, Tesco Finest, and Tesco Everyday. The supermarket chain has invested around $2 million in its Karachi store ahead of the new launch.
Tesco, world’s third largest supermarket and second biggest employer after the government in UK, has stores in 12 countries across Asia and Europe.