After a successful global launch at Gulfood 2015, Asbah is set to launch its retail products in the local market after exhibiting at this year’s Gulfood trade show.
The Indian brand which is popular within the Asian community for its long-grain basmati rice, is set to launch its “premium quality” Basmati Rice which will be readily available on the shelves of local supermarkets and hypermarkets by mid April 2016.
While Asbah’s processing unit is situated in Sonipat, Haryana – India, the company has met the grocery chains who have planned to stock the brand on its shelves across the UAE and subsequently the entire GCC region later in 2016. A finalist in the ‘Best Newcomer – Brand or Business’ category at Gulfood 2016, Asbah founder Gaurav Jain said: “Our vision is to become a brand which is respected globally for delivering the best quality products and exceeding customers expectations.”
Asbah has also partnered with Omnia Food Trading LLC part of Bin Zayed Group, owned by Sheikh Khaled Bin Zayed Al Nehayan as its Chairman, and the Asbah brand contributes part of its profits to the empowerment of talented, yet underprivileged women across the world. The money is used for education, sports training and skill development of these girls. Currently, Asbah is supporting six budding boxers, a tennis player, a dress designer, a yoga instructor and an aspiring yoga practitioner.
The Asbah brand is set to work closely with local ministries, organisations and charities in the UAE to contribute in a positive and advantageous manner to the local community.