Chari, a Moroccan FMCG distribution startup, has launched a chain of B2B stores to address the needs of Moroccan grocers.
Chari, a Moroccan fast-moving consumer goods (FMCG) startup, has launched a new chain of B2B stores to meet the demands of local grocery stores. Chari focuses on the digital distribution of FMCGs. The platform allows owners of brick and mortar stores to order products and have them delivered to their premises either through an app or by visiting the physical B2B store. Chari currently works with over 20,000 food-related businesses in Morocco and has expanded into Tunisia and the Ivory Coast.
Chari was founded in 2020 by husband and wife Ismael and Sophia Belkhayat.
Chari’s funding successes
The company was a participant in Y Combinator’s S21 batch and has raised funds in three subsequent rounds of investment, including through Orange Ventures, which recently supported the opening of Morocco’s first Orange Fab accelerator.
The B2B stores
The new stores will aim to offer a wide range of products at competitive prices, helping local grocery stores to increase their offerings and profitability. The stores are entirely digitized, grocers will be able to visit any Chari store and order the products they need through an electronic terminal. The goods can be picked up inside of ten minutes, or be immediately delivered to the customer’s store.
A “click and collect” service also allows shopkeepers to order the products they need on Chari’s app before going to a Chari store to collect them at a time that is convenient to them.
The B2B stores offer a product range of more than 1,000 SKUs covering approximately 100 brands ranging from food to hygiene products.
Finally, the stores will serve as dark stores and neighborhood warehouses for the two-hour delivery of any products ordered from the Chari e-commerce app.
The company plans to use the new stores as a location from which to train shopkeepers on a range of digital tools it offers through its app. Chari’s offerings include an e-commerce app, and Karny.ma, a credit management and bookkeeping app.
“We are excited to launch this new chain of B2B stores for grocery stores in Morocco,” said Ismael Belkhayat. “We are confident that these shops will help grocery stores digitize, improve their product offerings, and increase their profitability. We are committed to providing quality products at competitive prices and to helping grocery stores go digital to better serve their customers.”
The first two new stores were opened last week in Casablanca and el Jadida Chari aims to open 100 such stores by 2024.