After testing the waters in food and agriculture products retailing, ITC has now begun a new marketing initiative — mobile ‘pop-up' stores , in a bid to reach consumers right at their doorsteps. It has launched about 50 such pop-ups in Hyderabad – vans which will visit neighbourhoods - to sell vegetables and other food products for half-a-day on an appointed day. The company representatives have drawn up a timetable after discussing the timings with residents' associations.
S. Sivakumar, Chief Executive Officer of ITC's Agri Business arm, said that besides giving consumers direct reach, the model would also help reduce the expenditure on infrastructure and other overheads. Plan is there to set up such poo-ups in other cities too depending upon the feedback. At present, ITC runs four Choupal Fresh, its flagship stores, in Hyderabad. It is also present in Pune and Chandigarh.