Masafi targets UAE’s premium rice sector

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Anil Mittal is confident the India Gate brand will perform strongly in the UAE.

Masafi, a UAE based company specialising in the bottled mineral water sector, has started distributing a premium brand of basmati rice in the UAE as part of its plan to become a complete FMCG company by 2011. Masafi announced that it had become the exclusive distributor of India Gate Classic Basmati Rice, which is produced by the world's largest Basmati rice exporters and millers, KRBL Limited, based in India.

Speaking at a launch party in Dubai in February, Ashraf Abushady, chief executive officer of Masafi, said: "We are pleased to partner with KRBL to introduce India Gate Classic Basmati Rice in the UAE. Masafi is committed to providing best quality products to its consumers and India Gate Classic is a premium brand that espouses brand values which, we as a company believe and embrace. Our foray into the food sector is an important step and is integral to our broad vision of becoming a complete FMCG company by 2011."

Anil Mittal, chairman and managing director of KRBL Ltd, added: "In the past few years we have spent reasonably on our research and development process and have build a world class research laboratory as well as closer partnerships with Indian scientists," he said. The result has been ‘India Gate Classic' which has captured world basmati markets'imagination by garnering market share of about 12% and 20% in KSA and Kuwait respectively."

India Gate Classic Basmati Rice, developed after long years of research by Indian scientists, was brought into commercial production by KRBL in 2005. The rice is 99% fat free, cholesterol free, gluten free, salt free and has a relatively low glycaemic index.

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