He had a vision of a supermarket and in 1977, he established the business in association with his 4 sons. The secret that makes Elite so successful is due to the understanding and harmony that exists between the brothers and their wives. The business is based on Islamic principles, whereby in the event of a dead log, the eldest brother will make the final decision. Elite offers competitive prices, excellent service and long trading hours to accommodate all working people. It is a great family experience to shop at Elite. You always end up meeting old school friends and colleagues. The overall atmosphere is pleasant and inviting. People from all over Mitchell’s Plain, Athlone, Woodstock, Cape Town and as far a field as Paarl shop at Elite. Hard work and honesty, good customer relationships and social responsibility to the community are the principles whereupon Elite is based and so successful. Focusing on Elite and community responsibility – we always participate and this is not something that we need to mention, continuously. Elite has for years offered their customers the type of service and prices which were so cheap that bulk buyers also found appealing. A building in Athlone Industria was available to accommodate the new Elite Cash n Carry. In September 1996, Elite Cash n Carry opened its doors for trading. Since then the operation has grown from strength to strength. The Cash n Carry is located at the corner of Reen Road and Carrick Avenue in Athlone Industria One.

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