Choithrams has introduced permanent price reductions on thousands of everyday essentials, cutting prices by an average of 15% across nearly one-third of its product range. The retailer says these new prices will remain in place long term, rather than running as temporary promotions.
A Long-Term Price Reset, Not a Short-Term Promotion
Mark Mortimer-Davies, CEO of Choithrams, confirmed that the company has locked in the new rates as part of a strategic price reset.
“These prices are permanent,” he said. “We are resetting everyday prices on around 10,000 products. This is not a short-term promotional cycle. Once prices reset, they stay as the new everyday standard.”
Choithrams will roll out the changes in three phases during the first half of the year, with consistent pricing across physical stores and online platforms.
Focus on Fast-Moving Everyday Essentials
The price reset targets items that households purchase weekly. Nearly a third of Choithrams’ total product range now carries lower prices, with a strong focus on:
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Food and grocery staples
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Non-food household essentials
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Fresh produce
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Frozen items
The company describes the move as one of the largest pricing overhauls by a UAE supermarket retailer.
First Phase Covers 3,500 Products
The first phase includes around 3,500 essential products and aims to return approximately Dh13 million in savings to customers. Choithrams based the decision on a 2025 customer survey that gathered feedback from nearly 8,000 shoppers, where affordability ranked as a top concern.
Key Categories Seeing Price Reductions
Choithrams shared several examples of reduced prices across everyday categories:
Grocery and Food Staples
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Rice, bread, eggs, dairy drinks, and fresh chicken dropped by 9–14%
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Canned seafood prices fell by nearly 15%
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Frozen potato products declined by 14–16%
Snacks and Packaged Foods
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Biscuits and snack items now cost 17–19% less
Household Essentials
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Cleaning sprays and aluminium foil dropped by 20% or more in some cases
Personal Care Products
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Deodorants and shampoos now cost 18–25% less
Supporting Household Budgets During Ramadan
Dinesh Pagarani, Director at Choithrams, highlighted the timing of the price reset, especially during Ramadan.
“We understand that budgeting can challenge many families,” he said. “This reset ensures essential items stay affordable with consistently low prices.”
Competitive Pricing Across All Stores and Online
Choithrams says the new pricing structure keeps the brand competitive with other major UAE retailers, while offering customers predictable and reliable value on everyday essentials.
