As Kerala gears up for the FIFA World Cup frenzy, football fever is set to extend beyond giant cutouts, fan rallies and television screens to the State’s grocery shelves.

In a unique attempt to blend the excitement of the world’s biggest football tournament with everyday shopping, the Kerala State Civil Supplies Corporation (Supplyco) has launched ‘Supplyco Soccer Eleven’, a special World Cup-themed promotional campaign offering discounts on popular Sabari products based on the performance of leading football nations.

Supplyco, the State government’s public distribution and retail intervention agency, has designed the scheme to make football fans active participants in the tournament while enjoying savings on essential household products.

Starting June 15, the initiative will link 11 top World Cup teams with 11 popular Sabari products. The discount percentage on each product will depend on the number of goals scored by its associated team during the tournament.

For instance, if Brazil scores three goals in a match, Sabari turmeric powder, which is linked to Brazil, will be available at a three per cent discount until the start of Brazil’s next match. Goals scored during penalty shootouts will not be counted.

The discount rate will be updated after every match based on the latest goal tally of the respective team and will remain valid only until that team plays again. Once a team is knocked out of the World Cup, the offer linked to it will automatically cease.

The different Sabari products associated with 11 teams featured in the Supplyco Soccer Eleven campaign are: Brazil- Turmeric Powder, Germany-Appam Powder, Netherlands – Sambar Powder, Spain – Puttu Powder, Argentina – Payasam Mix, Belgium – Super Fine Dust Tea, Portugal – Chilli Powder, Croatia – Coconut Oil, England – Salt, Morocco – Hotel Blend Tea, France – Gold Tea.

Supplyco has also added an extra World Cup incentive. If any of the 11 teams wins the tournament, the Sabari product linked to the champion nation will be offered at a special additional discount.

The World Cup-linked discounts will be available in addition to the regular offers currently provided at Supplyco outlets, giving football enthusiasts yet another reason to cheer for their favourite teams.

Published on June 11, 2026