Following a successful first test on the El Jadida Tangier Axis, Chari has stated that it will gradually expand its operations to cover the entire Moroccan region.
Chari inaugurated its first warehouse in Casablanca in January 2020, followed by a second in Tangier in the fourth quarter of 2021. Chari’s team has been able to cover over 15,000 food stores across the whole North Atlantic axis thanks to these two regional warehouses. Chari has also announced the simultaneous inauguration of seven new warehouses in Marrakech, Agadir, Khouribga, Meknes, Oujda, Errachidia, and Laayoune.
To refresh your memory, Chari is an e-Commerce program that allows local retail stores to stock up on all of the products resold at their point of sale and have them delivered free of charge in less than 24 hours. Chari’s services are used by over 5,000 grocery retailers each month, with an average weekly order frequency.
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Chari has purchased the Karny.ma virtual credit book, which is used by over fifty thousand points of sale in Morocco, in addition to monthly organic growth of approximately 15%, allowing it to reach an annual revenue of 500 million dirhams in 2022.
Simultaneously with the opening of these new warehouses, Chari inaugurated its new headquarters in Casablanca, which houses a customer care department with approximately a hundred telesales employees.
As a result, Chari has become a national player in B2B e-commerce, providing several services to its clients who produce consumer brands such as:
- Increased visibility of their items on the Chari application
- Detailed data on conventional channel sales
- Marketing capabilities to convey personalized messages to grocers
“Chari has established itself in the Moroccan consumer product distribution landscape in just two years. We are proud of the progress we have accomplished despite the fact that we are still in the early stages,” said Ismael Belkhayat, Co-Founder and CEO of Chari.
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Yassine Dallihi has also been named Chari’s Country Manager in Morocco. Before joining the Moroccan firm, the distribution expert worked for Procter & Gamble (4 years) and L’Oreal (5 years). Meanwhile, Khalid Debbarh has been appointed Purchasing Director, in charge of supplier relations.
Debbarh is a former Mars Maroc commercial director and Fater Maroc managing director.
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Charles Rapulu Udoh
Charles Rapulu Udoh is a Lagos-based lawyer who has advised startups across Africa on issues such as startup funding (Venture Capital, Debt financing, private equity, angel investing etc), taxation, strategies, etc. He also has special focus on the protection of business or brands’ intellectual property rights ( such as trademark, patent or design) across Africa and other foreign jurisdictions.
He is well versed on issues of ESG (sustainability), media and entertainment law, corporate finance and governance.
He is also an award-winning writer