Kolkata, Apr 16: GRM Overseas Limited, India’s third-largest basmati rice exporter has announced that it has formed a strategic alliance with MAN Consumer, one of the fastest growing FMCG distributors in the United Arab Emirates (UAE).
This alliance will enable the distribution of GRM’s own brand of basmati rice “Tanoush” across 22 Hypermarket Carrefour stores in the UAE. Going forward, MAN Consumer will place GRM brands with other major retail outlets and supermarkets across the UAE, the company said in a statement.
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 sales of its own brand of basmati rice in the UAE.
Mr 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 UAE in 2007 and have seen the tremendous response here over the last few years. This has now encouraged us to strengthen our footprint & launch our first branded product “Tanoush” in this region. “As 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, specialized 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,” he added.