KRBL unveils new rice brand in UAE

Bab Al Hind Barakat is the second major launch after India Gate classic by KRBL and follows the brand’s success in Saudi Arabia, where it enjoys a leading market share. In other parts of the world such as Australia, Canada, New Zealand and Singapore, Bab Al Hind Barakat is the largest-selling variant by volume sold under the name “India Gate Premium/Super”.

“We are pleased to announce the launch of Bab Al Hind Barakat basmati rice in the UAE. As the world’s largest miller and continuous largest exporter of basmati globally, our aim is to provide the highest quality of basmati rice to people around the world,” KRBL director Priyanka Mittal told Khaleej Times on the sidelines of Gulfood 2013.

“Since the UAE is a major consumer of rice and one of our important markets, we realised the need to offer additional premium products to this market. We are buoyant with the success of this brand around the world and we hope that it will have the same acceptance from UAE consumers. The product will be launched in Oman and Qatar in the later part of the year,” she said.

All KRBL products are HACCP-, SQF- and BRC-certified and free from genetic engineering. Bab Al Hind Barakat is distributed in the UAE by Federal Foods and available at major hypermarkets and supermarkets in the UAE.

“The company is also planning to launch a rice variant from Pakistan with a different brand and a packing facility in the UAE to cater to GCC and Northern African countries.”

sandhya@khaleejtimes.com