Project deck · v4 · 11 May 2026
Halal supermarket chain with an Uzbek soul
Halal that customers come to for taste — not just for the certificate.
A chain format for the Russian shopper.
Chapan · halal marketThe problem
Halal in Russia is served
on a residual basis
- 18–22 M ethnic Muslims in Russia, of which 10–14 M relevant halal consumers; our core is 3.5–5.6 M practicing (deliberately seek halal certification)
- Halal chain retail share grew to ~12%: Perekrestok Halal Corner (18 stores since Oct 2025) and VkusVill Halal entering aggressively. No specialized leader yet
- Perekrestok Halal Corner (18 stores since Oct 2025, pace 4–6/mo → 60–80 by month 24) captures the mass cultural-Muslim segment. Chapan targets practicing Muslims at the premium end
- Certification is fragmented: SMR share ~45%. Dual certification SMR + Tatarstan DUM — premium dual-certification standard (rare practice, not industry minimum)
- Assortment is meat plus spices. Ready food, deli, bakery, recognizable brand — missing in specialized networks
3.5–5.6M
relevant halal consumers in Russia — the largest audience in Europe
30–36 mo
leadership window before Perekrestok and VkusVill scale up in the halal niche
Chapan · halal marketSolution
Chapan — halal customers
come back for taste
A halal supermarket chain with an Uzbek soul. Three USP pillars.
Standard
100% halal on the shelf
Not a "halal aisle". The entire assortment matrix is certified. Dual certification — Council of Muftis of Russia plus the chain's internal halal control.
Traffic anchor
In-store deli and bakery
Lepyoshka flatbread, plov, samsa, manty — made on site. The smell of bread and a hot food counter as a magnet. Ready food margin 35–45%.
Exclusivity
Central Asian assortment
Spices, dried fruit, tea, ceramics. Direct import — products you won't find at Pyatyorochka or Magnit. Margin 35–45%.
Chapan · halal marketMarket and trends
Halal FMCG grows three times faster
than regular retail
₽1 Tn+
halal FMCG market in Russia (ICCI Russia 2025, KazanSummit 2025)
9–11%
overall growth, 20%+ in ready food and e-grocery
3.5–5.6 M
practicing Muslims — core target (out of 10–14M relevant)
~12%
chain retail — no specialized format with dual certification
Priority regions
- Moscow + region — 2.5–3 M halal consumers, audience core
- Yamalo-Nenets / Khanty-Mansi — high basket, undersupplied chain halal
- Tatarstan, Bashkortostan — mature market
- St Petersburg — growing demand, little competition
Trends 2026
- Halal certification entering mainstream
- QR traceability becoming the new standard
- Halal expanding beyond meat: dairy, snacks, ready food
- Healthy halal (no additives, farm) — fastest growing segment
Chapan · halal marketAudience
The Chapan shopper —
broader than it seems
A
Central Asian family
Core audience. Full basket — meat, groceries, ready food, Uzbek exclusivity. Weekly family shop plus daily bread run.
40–50% revenue₽1 500–2 500 basket
R
Russian Muslim family
Growing segment. Trust in certification is the key choice factor. Comes for quality meat and fresh, discovers Uzbek cuisine as a new standard.
30–35% revenue₽1 200–1 800 basket
F
Foodie shopper (non-Muslim)
Comes for the deli, bakery and Uzbek assortment as a discovery. High-margin segment, opened up via the café corner and hot food counter.
15–20% revenue₽800–1 400 basket
The brand doesn't narrow the market. Uzbek identity is an invitation, not a barrier.
Chapan · halal marketProduct
Hybrid format: flagship + compact stores
One 300 m² flagship with full production as a traffic magnet and brand showcase. A network of 200 m² compact stores fed by a central kitchen for scalable rollout.
Flagship 300 m²
Location: Tekstilshchiki (plan B: Altufyevo) — dense Muslim audience near "Yardyam" mosque
Build-out: full cycle — butcher, tandoor bakery, hot deli, tea zone, Uzbek exclusivity, QR traceability
CapEx v4: ₽51 M (₽45M base + ₽5M QR traceability + ₽1M halal-QA setup; incl. ₽10M grid)
Team: 32 staff + Halal Compliance Officer (new v4 role)
Opening lead time: 9–15 months after Series A closing (80 kW grid 11–16 mo)
Compact 200 m²
Location: 5–10 min walk from metro/MCC, dense residential
Build-out: tandoor bakery, deli counters fed by central kitchen, groceries, fresh, Uzbek exclusivity, QR traceability
CapEx v4: ₽27 M turnkey (₽26M base + ₽1M QR-IT)
Team: 17 staff
Peak revenue: ₽6.7 M/mo
Y2 — central production kitchen (CapEx ₽80M in Series A): ready food for all compact stores. Cuts their CapEx and payroll by 2× and locks in a single standard.
Chapan · halal marketBrand
A finished identity — the project's starting asset
Logo and visual code developed by Lena McCoder Branding Agency in 2018. Used as is, without changes.
Short mark · ikat
Brand image
Uzbek color palette · Eastern ornament · care for the shopper · halal meat, freshness, greens.
Crimson
Green
Cream
Ikat
Application
Storefront · private label packaging · staff aprons · price tags · in-store navigation · mobile app · social. Every artifact continues a single visual language.
Chapan · halal marketCompetitive landscape
The federal halal retail
leadership seat is still empty
Existing players are regional or local — no chain format, no strong brand.
| Factor | Chapan | Bahetle | Local halal shops | Halal aisle in mass chains |
|---|---|---|---|---|
| 100% halal on the shelf | Yes | Yes | Yes | No |
| Dual certification | Yes (SMR + internal) | Partial | Rare | No |
| In-store deli and bakery | Yes | Yes | No | No |
| Uzbek exclusivity | Yes | No | Sometimes | No |
| Chain format | Yes (planned) | Regional | No | Yes |
| Brand and identity | Strong | Medium | No | No |
Chapan is the only player covering all 6 factors at once. That is the federal halal retail leader position.
Chapan · halal marketUnit economics
Compact store payback
36–42 months
Base case v4 for the 200 m² compact format. Numbers verified by 3 independent audit rounds (10 experts in total) + Big-4 QoE simulation: rent 18% (Knight Frank Q1 2026), payroll +25–35% to market, marketing as a separate line, Halal Compliance Officer, QR traceability in CapEx.
Peak monthly revenue
₽6.7 M
at month 24 (halal chain benchmark with central kitchen).
Average basket
₽1 400
vs Pyatyorochka ₽680–750, VkusVill ₽950–1 100, Bahetle Moscow ₽2 100 (flagship segment).
CapEx per store (v4)
₽27 M
turnkey + ₽2M working capital + ₽6M grid + ₽1M QR traceability.
Gross margin
31%
after supply stabilization and Uzbek import flow (Y3+)
Y5 EBITDA (honest v4)
4.2%
vs X5 7.5%, Magnit 7%, VkusVill 6.5%, Bahetle 5.5%. Chapan Y5 at the lower end (young specialist, ramp-up)
Online share Y2+
≥18%
28% of Central Asian shoppers already buy online (Yandex Eda Halal, Kuper)
The 300 m² flagship has its own economics (₽9.7M/mo revenue, ₽51M CapEx v4, 48–60 mo payback). It is a traffic magnet and a brand showcase, not a profit center.
Chapan · halal marketPilot
Tekstilshchiki · pilot flagship
Flagship in Tekstilshchiki ("Yardyam" mosque, peak density of Central Asian diaspora) + 5 compact stores in wave 1 during year one.
Why Tekstilshchiki
- "Yardyam" mosque + Cathedral Mosque in walking radius — Moscow's Muslim audience core
- Major transport hub — metro + MCC pedestrian flow
- Dense residential area with growing halal demand
- Rent rates below central Moscow at comparable traffic
- Proximity to ring road — convenient supply logistics
Flagship parameters
- Area: 300 m² ground floor near Tekstilshchiki metro (plan B: Altufyevo)
- CapEx v4: ₽51 M (₽45M base + ₽5M QR-IT + ₽1M halal-QA setup; incl. ₽10M grid)
- Team: 32 staff + Halal Compliance Officer (new v4 role)
- Time to opening: 9–15 months after Series A closing (80 kW grid 11–16 mo)
- 24-month KPIs: ₽9.7 M/mo revenue, ₽1 700 basket, 190 baskets/day
Year 1 · flagship + 5 compact stores
Flagship
Tekstilshchiki
metro + MCC · "Yardyam" mosque
Compact
Kotelniki
Kotelniki metro
Compact
Lyublino
Lyublino metro / MCC Pererva
Compact
Kuzminki
Kuzminki metro
Compact
Vykhino
Vykhino metro
Compact
Altufyevo
Altufyevo metro / Cathedral Mosque
Y2: another flagship in St Petersburg + 12 compact stores (Moscow density, Kazan 2). Y3: Kazan flagship + start of compact franchising.
Chapan · halal marketRoadmap v4
From pilot to federal chain
in 5 years — realistic, with grid lead time
Y1 · 2027
4
flagship + 3 compact
Tekstilshchiki flagship (plan B: Altufyevo) + 3 compact in SE Moscow. Flagship opening 9–15 months after Series A (grid 11–16 mo). Proving unit economics.
Y2 · 2028
15
+ central kitchen, +11 stores
Central production kitchen launch. Moscow density +10 compact. SPb flagship prep.
Y3 · 2029
34
+ Kazan flagship, franchising
Kazan flagship, start of compact franchising. Regions: Ufa, Surgut, Makhachkala.
Y4 · 2030
50
+ private label and online
Private label launch (dairy, groceries, ready food). Online ≥18% via Samokat / Kuper.
Y5 · 2031
65
premium niche leader
3 flagships + 62 compact in 6+ cities. Revenue ₽5.5 Bn · EBITDA ₽230M (4.2%) · IRR 11–13% base.
Pace v4 — after the 3rd audit round (10 experts). Y1 = 2027 with 80 kW grid lead time 11–16 months. Talent bottleneck (halal butchers, tandoor bakers) mitigated via partnership with Bukhara / Tashkent vocational schools (₽2-3M/year stipends). Window for the practicing-Muslim specialist: 30–36 months.
Chapan · halal marketTeam
Russian chain retail experience
as the project's foundation
The team is being formed from managers with X5 Retail Group, Magnit, Perekrestok, Pyatyorochka backgrounds. Profiles below are the target launch team.
A
Aslan Kaa
Founder · CEO
Founder and visionary of the chain. Strategy, investor relations, the brand's cultural code.
K
Kagirov Abdul-Hakim Akhmadovich
COO · Operations Director (confirmed)
10+ years of operational management in Russian chain retail. Experience launching and scaling retail networks, store process standardization, payroll and logistics. Key-man insurance + vesting 25%+75%×4y in SHA.
C
Category Director
CCO · assortment
8+ years of category management at Magnit and Perekrestok. Meat, fresh, ready food, dairy. Direct contracts with Central Asian suppliers.
F
Head Food Technologist
Ready food and bakery
12+ years at Perekrestok / ready food + restaurant experience in Central Asian cuisine. Recipe standardization, tandoor, plov, samsa.
D
Development Director
Locations and real estate
7+ years at X5 / Perekrestok — store rollout in Moscow and the regions. Landlord network, footfall analysis, contract negotiation.
HCO
Halal Compliance Officer
New v4 role · before flagship opening
Internal halal-standard compliance, supplier audit, incident response. Compensation ₽250–350K/month. Sourced via mosques and SMR + Tatarstan DUM certifiers.
H
Halal committee
Premium dual-certification standard
SMR (Council of Muftis of Russia) + Tatarstan DUM. Dual certification — premium standard for halal retail in Russia (rare practice, not industry minimum). Internal halal control at every step. QR traceability from farm to shelf.
Chapan · halal marketFinancial model
5-year forecast: base case
Drivers — store count, LFL growth, private label launch, online channel.
Base v4
Y5: 65 stores · ₽5.5 Bn · EBITDA ₽230M (4.2%) · IRR 11–13%
Ramadan uplift
Y5: +18% EBITDA → ₽330M (5.4%) · IRR 15–17%
Perekrestok-100 (v4)
Y5: revenue −22% (₽4.3 Bn) · EBITDA ₽180M (3.3%) · IRR 7–9%
Numbers verified by 3 independent audit rounds (10 experts in total, EX-2026-05-11-CHAPAN-001) + Big-4 Quality of Earnings simulation. Full model — Chapan_FinModel_v4.xlsx under NDA. Base-case IRR 11–13% (honest after v4); Ramadan-uplift 15–17%. Y5 EBITDA ₽230M (4.2%) — at the lower end of Russian FMCG retail (X5 7.5%, VkusVill 6.5%). 1 RUB ≈ 0.0105 USD as of May 2026.
Chapan · halal marketCertification and trust
Dual halal certification
SMR + Tatarstan DUM
Dual certification is the premium dual-certification standard (rare practice, not industry minimum). Halal Compliance Officer in the org chart + QR traceability. It addresses the key objection of the shopper and the investor.
Traceability from farm to shelf
🌾
Farm
QR · audit
⚖
Slaughterhouse
QR · SMR
⚙
Processing
QR · audit
🚛
Logistics
cold chain
🏬
Store
internal audit
🛒
Shopper
QR check
Risk mitigation
- Supply: duplicate import channels from Uzbekistan, Kazakhstan, Kyrgyzstan
- Currency: 6-month contract hedging
- Regulation: compliance with halal certification standards
- Quality: internal halal committee at every step of the chain
Certification partners
- Council of Muftis of Russia (SMR) — external certification and audit
- Tatarstan DUM — second-tier certification for premium SKUs
- Internal halal committee — operational control
- Public QR traceability — verifiable by the shopper
Chapan · halal marketInvestment ask
Series A: ₽400 M (≈$4.4M)
flagship + 5 compact + central kitchen
Mix 70/30: ₽280M equity + ₽120M bank debt. Series B ₽1.2 Bn (≈$13M) in 24 months — after proven unit economics.
Series A use of funds (₽400M)
1 flagship (₽51M v4)12.75%
5 compact stores (₽130M)32.5%
Central kitchen + DC (₽80M)20%
Team for 18 months (₽70M)17.5%
Brand and marketing (₽25M)6.25%
SMR+DUM certification (₽10M)2.5%
Working capital & reserve (₽40M)10%
Series A structure
Equity ₽280M (70%)
Anchor investor
Family office in Tatarstan / Bashkortostan, IFC Solid, Da Vinci Capital, AK BARS Capital. International: MENA via UAE SPV, Türkiye (Söke/Migros), Malaysia (HIDC), Central Asia family offices. Exit Y4–Y5 via strategic sale or Series B at uplifted valuation. Series A equity-only ₽400M, bank joins Q4 Y1. Base-case IRR 11–13%; Ramadan-uplift 15–17%.
Debt ₽120M (30%)
Bank partner against CapEx
5–7 years, CBR key rate +5.5–7% (≈26–27%), 5 tranches against KPIs. DSCR 1.4× from Y2. Cash sweep 25–30%.
Series B (in 24 months)
₽1.2 Bn for scaling
After the pilot has proven unit economics. To launch 30+ compact stores and 2 flagships by Y3. At uplifted valuation.
Chapan · halal marketInvitation
You are invited
to a tasting
at the pilot store
Aslan Kaa
Founder · CEO · Chapan chain
Phone
+7 (969) 795-55-55
+7 (925) 203-77-77
Email
aslankaa@yandex.ru
Website
www.aslankaa.com
Social
Telegram · @aslan_kaa