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GRM Overseas, 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 distributors in the United Arab Emirates (UAE). This alliance will enable the distribution of GRM’s basmati rice brand “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 UAE.
GRM started selling its 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 alliance with MAN Consumer for distribution, marks the start of GRM sales of its own brand of basmati rice in the UAE.
Highlighting about the development Atul Garg, Managing Director, GRM Overseas said, “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 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.”
“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, specialised and value-added products with large retailers across Europe and 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.
Tanoush is GRM’s most premium old aged basmati rice offering which comes in two variants - “Tanoush Emperor” and “Tanoush Lord” - both of which will be placed at hypermarket Carrefour stores across the UAE starting April 18, 2019. 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, a subsidiary of MAN Investments, 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 into the UAE.