The Monitor: What is your reaction to the honour that the President, on behalf of the nation, has bestowed on your company?
Ram: This award makes us more socially responsible and encourages us to interact and be part of the society. It is a great honour and we will put in more effort to make our country a better place.
The Monitor: This is a significant recognition, what do you attribute it to?
Ram: Whenever and wherever there is an opportunity to render a service or financial support to a social cause, we have tried to behave like a very responsible corporate citizen.
For example, we have employed the disabled and participated in farming activities. We are sure the nation has taken note.
Monitor: What makes Choppies different from other retailers or supermarkets?
Ram: We believe ours is a good corporate citizen with a heart and feel for our nation and our society and we acted with this in our heart. That is the difference we make socially.
The Monitor: How many shops does Choppies have in Botswana?
Ram: We have 51 retail outlets in Botswana. Our long term vision and relentless efforts to accomplish the vision is the major factor for the growth.
The Monitor: Choppies now operates in South Africa as well. How many shops do you have there?
Ram: In RSA we have 14 stores.
Monitor: Besides South Africa, does Choppies intend to open shops in other neighbouring countries?
Ram: If the right opportunity comes we will open in neighboring countries
Monitor: Early this year, Choppies listed on the Botswana Stock Exchange. What impact has that had on the business?
Ram: Listing have given the business a wider shareholder base and much better potential to grow further in the region by accessing better resources
The Monitor: It is said Choppies started with only one shop in Lobatse and then opened 51 outlets in Botswana in a very short space of time. What was the trick? Did you have to get say a P100 million loan for this rapid expansion?
Ram: Have a vision. Find your niche and put in your heart and soul. For this is worth more than 100 million.
The Monitor: You have former president Festus Mogae as a chairman of the group. Exactly when did he come in?
Ram: Six months after he left the presidency
The Monitor: According to the brief issued at the awards ceremony, Choppies used to hold different franchises operating under different names, before they were consolidated into one structure. Can you elaborate on this?
Ram: We had Spar, Friendly Grocer, Multi-Save and OK Food franchises
The Monitor: It is mentioned that you also support charitable cause in Botswana like Sponsor-a Child and Lady Khama Trust. Can you say how much you have donated towards these causes so far?
Ram: Every year, we spend between four and five million for corporate social responsibility.
The Monitor: You have also contributed to the President Housing Appeal. Have you delivered on the pledges?
Ram: So far we have built 36 houses. We have to pop out money from the company to build these houses.
The Monitor: You nearly died in a plane crash during one of the tours to see the President Housing Appeal houses. Do you still enjoy flying after that incident?
Ram: Accidents can happen anywhere and no one has any control of them. So I have to enjoy flying.
The Monitor: What is the volume of trade between Choppies and local suppliers?
Ram: We buy local products at more than P500 million per annum. This is over and above the P600 million value addition Choppies contribute to the economy.
The Monitor: A few years ago, the President directed that non-Halaal products be sold in all stores in Botswana. How have you responded to this?
Ram: We sell both halaal and non halaal products based on consumer demand
The Monitor: We still find Indian managers in Choppies Stores today. Are Batswana failing to rise and lead as store managers?
Ram: 98 percent of our employees are Batswana and we only got the top skills from outside.
The Monitor: The retail sub-sector is generally not paying employees well (as little as P800 a month) and Choppies has also not escaped the bad employer's tag. Why?
Ram: There is a wage structure in place for the industry and we always got accolades for good labour policies and practices.
We got only 11 percent labour turnover and there was no labour unrest in our company. We provide free lunch to all our staff.
I don't think we have a tag of bad employer.
The Monitor: Are you aware that despite great strides, Choppies is still perceived negatively by the public in terms of customer service?
Ram: If the service is bad, we will not be getting 4.1 million customers per month.
The Monitor: We have certain Choppies Stores that are known for top notch service like the North Gate and Fairgrounds to name a few. Why the difference?
Ram: We deal with human beings and they differ. So sometimes the service level also differs.
But we have got a strong system to standardise the service in all our stores.
