Financed by Rijaal Holding SAS, a Mouride investment company, the food distribution brand Senchan has opened four stores and aims to open thirteen more in a city that for the moment is beyond the grip of the French giant.
At the beginning of September, with the approach of Magal (the most important religious festival of the Murid brotherhood), the French multinational Auchan tried to establish itself in Touba. A 1,000 m2 marquee has been installed near the Ndiouga Kébé Palace. Halal foodstuffs were sent to be sold on the occasion of the pilgrimage which brings together three to four million faithful each year. The Auchan team was to stay on site for a month.
But the mobilization of traders and economic players in the city – protesting against activities deemed non-conforming to Islam and untimely competition – led her to pack up. The Caliph General of the Mourides, Serigne Mountakha Mbacké, will have had the last word, without however speaking publicly.
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Established in Senegal since 2015, Auchan is the leader in food distribution in the country with 35 stores and a Drive disseminated in Dakar but also in Thiès, Saint-Louis and M’bour. Directed by Laurent Leclerc, the brand – which, requested by Young Africa, did not wish to speak – has a share capital of 35 billion F CFA (53.5 million euros). If she does not smell of sanctity in Touba, it is quite different for Senchan, who plays at home.
We occupied all social networks in Senegal to promote the brand