Mumbai, March 3: Kishore Biyani has joined hands with the Tatas to sell the brands of Future Consumer Enterprise in the outlets of Star Bazaar, a unit of Trent Hypermarket, the joint venture of the Tatas and UK's Tesco.

Future Consumer is looking to forge similar alliances with other retailers as it targets a revenue of Rs 4,000 crore in the next fiscal and aims to be a Rs 20,000-crore company by 2020-21. Its portfolio includes brands such as Sunkist, Tasty Treat, Karmiq, and Fresh & Pure in the food category and Think Skin, Clean Mate and Care Mate in the non-food segment.

Initially, the products of Future Consumer will be available across the large format hypermarkets of Star Bazaar.

"This alliance is a stepping stone and we are in talks with all modern retailers for similar alliances. We are targeting about 8-10 per cent of sales for our products in Star Bazaar. They have given us the space, it is now up to us," Biyani, chief executive of the Future group, said here today.

Biyani had in October entered into a marketing partnership with Baba Ramdev's Patanjali Ayurved to sell the latter's products through Future stores.

Star Bazaar aims to introduce over 148 stock-keeping units (SKUs) across 10 Future brands. The company has over 30 brands across food and non-food categories, with about 350 SKUs. Biyani said it would introduce about 1,000 SKUs by the end of this fiscal.

He said the Future group was evaluating different distribution models and had started a pilot project in Varanasi, where it had appointed distributors in the general trade to sell the Tasty Treat brand.

"We want to go all-India with our FMCG distribution and have appointed distributors in Varanasi, and will be selling our products in about 5,000 stores in the city," he said.

He added that the group was looking at an all-India launch over the next 18-20 months.

Future Consumer's brands have expanded their reach through Nilgiri's, Conveniently Yours, Big Apple, Aadhar and Easy Day stores and are present in 750 outlets, including Big Bazaar. The latest tie-up will increase its reach to 3 million customers of Star Bazaar.

The shares of Trent finished with gains of 4.5 per cent at Rs 1,535.30 on the Bombay Stock Exchange following the deal.