GRM Overseas, known for its “ Tanoush” basmati rice offering and 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). The distribution deal is expected to result in facilitating access to 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. 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. Atul Garg, Managing Director, GRM Overseas, said, “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.”