Chari is an FMCG distribution for Morocco’s neighborhood grocery stores. It runs a mobile B2B marketplace where shopkeepers buy inventory from large consumer goods brands. Chari stocks products in its own warehouses and delivers them to stores within 24 hours.

Chari bypasses traditional, fragmented wholesalers to capture their profit margins. It uses the transaction data from these sales to offer high-interest credit and financial services to unbanked retailers. It monetizes every step of the supply chain through direct sales, delivery fees, and lending.