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Indian basmati rice exporter GRM forms alliance with UAE’s MAN Consumer
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Saturday, 20 April, 2019, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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GRM Overseas Limited, India’s third largest basmati rice exporter to the world and second largest to the Middle-East, has formed a strategic alliance with MAN Consumer, one of the fastest-growing FMCG (fast-moving consumer goods) distributors in the United Arab Emirates (UAE). This alliance will enable the distribution of GRM’s own brand of basmati rice, Tanoush, across 22 stores of the hypermarket chain Carrefour in the UAE. Going forward, MAN Consumer will place GRM brands with other major retail outlets and supermarkets across the UAE.
GRM started selling its own brands of basmati rice at large international retail chains over a year ago, and is now present in large retail stores such as TESCO, ASDA (Walmart UK), T J Morris in the UK, Albert Heign in Holland and Metro in Poland. The strategic alliance with MAN Consumer for distribution marks the start of GRM’s sales of its own brand of basmati rice in the UAE.
Commenting on the development, Atul Garg, managing director, GRM Overseas Ltd, said, “The Middle-East has always been a strategic market for us and we are proud to be one of the leading exporters of rice to this region. We entered the UAE in 2007, and have seen tremendous response here over the last few years.”
“This has now encouraged us to strengthen our footprint and launch our first branded product, Tanoush, in this region. We are keen to tap into the opportunities and to cater to this part of the world, we have partnered with MAN Consumer as our distribution partner to sell our product at Carrefour stores, which is one of the largest and most popular retail chains in this region,” he added.
“As a part of our strategic vision, we are expanding and diversifying GRM product portfolio to cater to a mix of consumer preferences. GRM continues to launch its own brands, specialised and value-added products with large retailers across Europe and the Middle-East. Taking the momentum forward and with a clear strategy in mind, GRM is poised to enter into a new era of growth and to create maximum value for all our stakeholders,” Garg said.
Tanoush is GRM’s most premium aged basmati rice offering. It is available in two variants, Tanoush Emperor and Tanoush Lord. Both of there began to be placed at Carrefour stores across the UAE recently. Carrefour is one of the largest hypermarket chains in the world, and currently operates 28 hypermarkets and 43 supermarkets in the UAE.
GRM’s distribution partner, MAN Consumer is a subsidiary of MAN Investments. It has extensive regional infrastructure and partnerships with leading retailers. Its product range covers over 30 brands across food, non-food and other consumer products which are imported from all over the world and distributed in the UAE.
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