Alidi

What Alidi does

Alidi Group is a privately-held FMCG distribution and logistics operator headquartered in Nizhny Novgorod, Russia, founded in 1992 and operating across Russia, Belarus, and Kazakhstan. The company distributes food, household chemicals, personal care products, baby food, and pet supplies on behalf of 100+ leading international and local manufacturers to more than 100,000 retail outlets, alongside 4,000+ fuel stations and 2,500+ HoReCa establishments. Named principal partners include Nestle, PepsiCo, Mondelez, Mars, Procter & Gamble, Wrigley, Purina, Philip Morris, Borges Foods, and FrutoNyanya, with several exclusive distribution agreements extending back more than a decade.

The business is organized around an integrated platform of seven interconnected service lines: ALIDI Distribution (core FMCG distribution), ALIDI Logistics (warehousing, 3PL fulfillment, and transport), ALIDI PROF/HoReCa (foodservice supply), ALIDI Promotion/BTL (in-house trade marketing agency), Na_polke (B2B marketplace), Alidi-Trade (e-commerce operator services), and Energiya (fuel station multi-supply and Nestle Professional coffee equipment). Underlying infrastructure includes 190,000+ m² of multi-temperature warehouse capacity across 15+ warehouses in three countries, supported by 10,000+ employees, integrated state compliance systems (Chestny Znak, Mercury, EGAIS), EDI/EDE data interchange, and an in-house transport tender platform (tender.alidi.ru).

Alidi monetizes through multiple streams: transaction-based distribution fees from manufacturers, managed-service 3PL logistics fees, professional-services revenue from the BTL trade marketing agency, marketplace commissions from Na_polke, and transaction-based supply arrangements with fuel station and HoReCa clients. Go-to-market is sales-led, combining direct field sales teams serving enterprise retailers and brand manufacturers with self-serve B2B procurement via Na_polke. The company reports an annual turnover exceeding 100 billion RUB and was confirmed at the Advanced (A) level in the GOST R ECG Responsible Business Rating in autumn 2025.

Name

Alidi

Legal name

ALIDI Group

Website

https://alidi.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Alidi Group is a private Russian-founded FMCG distributor and logistics operator, founded in 1992, that distributes 100+ international and local brands to 100,000+ retailers, 4,000+ fuel stations, and HoReCa clients across Russia, Belarus, and Kazakhstan through an integrated platform of distribution, warehousing, BTL marketing, B2B marketplace, and coffee equipment services.

Ownership category

akta.pro rank

Product category

FMCG Distribution and Logistics Services

NAICS

Warehousing and Storage (493)

SIC

Arrangement Of Transportation Of Freight & Cargo (4731), Trucking & Courier Services (No Air) (4210), Public Warehousing & Storage (4220)

akta.pro primary industry

Chemicals & Petrochemicals (Non-Hazmat Specialized Handling) (TLAIALAJ)

Keywords

• FMCG distribution services
• Multi-temperature logistics
• B2B procurement marketplace
• Warehouse and fulfillment services
• Trade marketing agency

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. FMCG Distribution: Distribution of food, household chemicals, personal care products, baby food, and pet supplies from leading international and local manufacturers to retailers across Russia, Belarus, and Kazakhstan
2. Logistics Services: End-to-end logistics solutions including warehouse storage, multi-temperature conditions, fulfillment (3PL), and transportation services
3. BTL Agency Services: Trade marketing agency providing brand retail management, merchandising, POSM development, mystery shopping, and promotional activities
4. E-commerce Platform: B2B marketplace (Na_polke) connecting businesses with suppliers for FMCG procurement, generating revenue through platform services
5. Fuel Station Supply: Multi-supplier FMCG goods and coffee equipment service for fuel station network including Nespresso Professional products

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

ALIDI Group is an international FMCG distributor and logistics operator that distributes food, household chemicals, personal care products, baby food, and pet supplies from leading international and local manufacturers to retail, HoReCa, and fuel-station channels across Russia, Belarus, and Kazakhstan. Beyond distribution, the company provides multi-temperature warehousing, transport, and 3PL logistics, operates a B2B procurement marketplace (Na_polke), runs an e-commerce operator service (Alidi-Trade), delivers HoReCa supply (ALIDI PROF), trade marketing and BTL services (ALIDI Promotion), and coffee-equipment supply and maintenance for fuel stations (Energiya).

Product overview

ALIDI is an international FMCG distributor and logistics operator offering a modular platform of interconnected services. The core offerings include ALIDI Distribution (official distributor of food, household, personal care, baby food, and pet products) and ALIDI Logistics (nationwide warehouse and transport solutions). These core services are complemented by specialized divisions: ALIDI PROF (HoReCa food service supply), ALIDI Promotion/BTL (trade marketing agency), Energiya (coffee equipment and fuel station supplies), and E-com services including Na_polke B2B Marketplace and Alidi-Trade. The portfolio operates as an integrated ecosystem where distribution feeds into logistics warehousing, BTL services support brand promotion, and e-commerce platforms connect suppliers with retail clients across Russia, Belarus, and Kazakhstan.

Differentiator

Problem solved

Functional benefit

Products and services

• ALIDI Distribution Official distribution of food, household chemicals, personal care products, baby food, and pet supplies from leading international and local manufacturers to nationwide retailers and regional retail networks across Russia, Belarus, and Kazakhstan.
• ALIDI Logistics End-to-end logistics solutions including responsible storage, multi-temperature warehousing, fulfillment (3PL), transport services, and tender platform access, with nationwide distribution centers across Russia, Belarus, and Kazakhstan.
• ALIDI PROF (HoReCa) Food, packaging, and professional hygiene solutions supplier for the food service market in Northwest Russia, providing multi-temperature supply chain from warehouses to final destination.
• ALIDI Promotion (BTL Agency) In-house trade marketing agency providing brand retail management, merchandising, consulting, sales outsourcing, POSM development, mystery shopping, and retail audit services across Russia, Belarus, and Kazakhstan.
• Na_polke B2B Marketplace Online B2B marketplace aggregating price lists from 300+ suppliers and manufacturers, offering 150,000+ SKU for streamlined business procurement of food and FMCG goods, with 6,000+ clients on the platform.
• Alidi-Trade (E-com Distribution Operator) E-commerce operator providing launch, logistics, and sales development services on online platforms in Russia, Belarus, and Kazakhstan, including IT integration, analytics, and technical support for clients operating on marketplaces.
• Energiya (Coffee, Equipment and Service for Fuel Stations) Multi-supplier for fuel stations offering Nestle Professional coffee equipment and ingredients, technical service and repair, and FMCG goods supply to 4,000+ fuel stations across 66 regions in Russia, maintaining 4,700+ commercial coffee machines.

Quantifiable outcome

• 62 regions coverage with 15 warehouses in Russia, 1 in Belarus, 12 in Kazakhstan
• +2 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

18 partnerships are on record, tiered strategic, core and minor.

• Synergy UniversitystrategicStrategic or Co-development Partner · 11 November 2025Strategic cooperation agreement in education and talent development for logistics, distribution, international trade, marketing, and management industries. ALIDI participates in developing educational programs, organizing internships, and building talent pools. Students will take part in hackathons with real industry challenges developed by ALIDI team.
• Procter & GamblecoreChannel Partner/ Reseller/ DistributorDistribution partnership started in 1993. Exclusive distribution partnership established in 2011. Roll-out of exclusive consumer guidance program covering 112 cities in Russia (2014).
• Nestle RussiacoreChannel Partner/ Reseller/ DistributorDistribution partnership started in 2001. Expanded collaboration with Nestle Belarus in 2014 including Purina brand distribution.
• Nestle ProfessionalcoreChannel Partner/ Reseller/ DistributorFederal operator for coffee equipment maintenance and supply of Nestle Professional coffee ingredients since 2017. Expanded to Belarus (2018) and Kazakhstan (2022).
• MarscoreChannel Partner/ Reseller/ DistributorDistribution partnership started in 2010. Regional expansion to Kazakhstan in 2016.
• Wrigley CompanycoreChannel Partner/ Reseller/ DistributorDistribution partnership started in 2007 for confectionery products.
• PepsiCocoreChannel Partner/ Reseller/ DistributorDistribution partnership expanded to Kazakhstan. Further expansion in North-West Russia in 2025.
• Purina (Nestlé)coreChannel Partner/ Reseller/ DistributorDistribution partnership started in 2007. Expanded to Belarus in 2014.
• MondelezcoreChannel Partner/ Reseller/ DistributorDistribution partnership for confectionery products across Russia, Belarus, and Kazakhstan.
• FrutoNyanyacoreChannel Partner/ Reseller/ DistributorExclusive distribution partnership for baby nutrition brand in Belarus started in 2024.
• Borges Foods S.L.U.coreChannel Partner/ Reseller/ DistributorExclusive distribution partnership in Russia (2022) and Belarus (2024).
• INABA CompanyminorChannel Partner/ Reseller/ DistributorDistribution partnership started in 2025.
• Danone Health & NutritionminorChannel Partner/ Reseller/ DistributorDistribution partnership in Belarus started in 2025.
• LegominorChannel Partner/ Reseller/ DistributorDistribution partnership in Kazakhstan started in 2022.
• M.VideominorChannel Partner/ Reseller/ DistributorPartnership started in 2009 for consumer electronics retail distribution in Nizhny Novgorod. Collaboration expanded in 2011.
• Philip MorrisminorChannel Partner/ Reseller/ DistributorPartnership for owned retail operations started in 2020.
• OPTICELLminorChannel Partner/ Reseller/ DistributorDistribution partnership in Belarus started in 2024.
• SamokatminorChannel Partner/ Reseller/ DistributorPartnership for food and household delivery service started in 2019.

Scale indicators17 records

Recent moves11 records

Expansion highlights6 records

Regional players

• TransContainer: Russia's largest intermodal container operator with nationwide terminal network — directly comparable warehousing + intermodal logistics infrastructure across the CIS.
• FESCO Transportation Group: Major Russian transportation and logistics operator (container, rail, port logistics) — comparable logistics infrastructure footprint and Russian CIS operating environment.

Direct peers

• McLane Company: US broad-line distributor serving convenience stores, mass merchants, and quick-service restaurants — comparable scale and channel mix to ALIDI Distribution + HoReCa.
• Imperial Dade: Largest privately-held US food service and FMCG distributor serving retail, food service, and e-commerce customers with broad-line distribution — directly comparable to ALIDI's multi-segment distribution + logistics model.
• Core-Mark International: North American distributor to convenience stores and fuel stations — closely mirrors ALIDI's Energiya multi-supplier fuel station business (4,000+ sites).
• Dot Foods: Largest US food redistributor serving foodservice, retail, vending, and convenience channels — directly comparable multi-temperature FMCG distribution operating model.
• Martin-Brower: Global multi-billion-dollar QSR supply chain partner — analogous to ALIDI's ALIDI PROF HoReCa food service distribution operation and its Nestle Professional coffee equipment servicing.

Broad incumbents

• Performance Food Group: US food and food service distributor with both retail convenience and foodservice divisions — overlapping business unit structure with ALIDI Distribution + HoReCa + Fuel Stations.
• Sysco Corporation: Largest US food service distribution company — large incumbent with the same broad FMCG + food service + logistics exposure as ALIDI, though publicly traded and much larger.
• Bunzl plc: UK-listed global distribution and outsourcing group serving food service, grocery, hygiene, and retail — broader-listed incumbent with overlapping distribution + logistics + marketplace capabilities.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/alidi.group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alidi