Pune: Emart24 has announced the opening of its first outlet in India, marking the initial entry of a Korean convenience store brand into the world's most populous market. The company unveiled this development, emphasizing its strategic expansion into the country with 1.4 billion people.

According to Yonhap News Agency, Emart24 signed a brand licensing agreement in June with Indian franchise operator Jung Brothers Hospitality to facilitate this launch. The inaugural store is strategically situated on Balewadi High Street in Pune, a significant city in the western state of Maharashtra. Jung Brothers plans to expand further by opening a second outlet later this year, followed by two additional stores in 2025.

Under the terms of the licensing agreement, Emart24 will provide Jung Brothers with access to its intellectual property, including brand assets, characters, patents, and software, in exchange for royalties. The company is also set to introduce private-label products and Korean foods such as "tteokbokki" (spicy rice cakes), cup rice, and Korean-style fried chicken at its Indian stores.

India represents the third overseas market for Emart24, following successful ventures in Malaysia and Cambodia. The company has identified India's strong economic growth and youthful demographics-with 47 percent of the population under the age of 25-as key drivers for potential growth.

Currently, Emart24 operates approximately 6,100 outlets in South Korea, alongside 100 in Malaysia and six in Cambodia. The chain is part of Shinsegae Group, a prominent South Korean retail conglomerate known for its department stores, discount chains, and other retail businesses.