Grocery store chain Jabuka launched SOS Market, the first grocery store for low-income individuals in Serbia, BETA news agency reports.

The outlet features prices 40-50% lower than regular retail rates. Jabuka general manager said SOS store will operate based on a profit margin of 5-6%, compared with 20% in regular Jabuka stores and about 30% in other stores.

"Suppliers have cut their prices by between 15% and 25%," manager said, adding that this translates into retail prices that are 40% to 50% than regular retail prices.

During the first three days, the new SOS Market will be open to the general public, after which only people with special cards will be able to shop there.

These cards will be available to individuals earning the minimum wage or with pensions lower than 20,000 dinars (about EUR211), the unemployed, displaced people from Kosovo and those receiving the lowest level of welfare.

Jabuka executives have announced than about a dozen of the stores are expected to open in Belgrade by May.