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The India Gate Classic Basmati Rice was unveiled at a themed party at Jumeirah Beach Hotel, which was attended by Mr Anil Mittal, Chairman & Managing Director of KRBL Limited, Mr Abdullah Balsharaf, Managing Director, OAB, KSA and Mr Jawad Al-Arbarsh, Chairman, KAC, Kuwait; both KRBL partners in the Middle East, dignitaries, leading retailers and suppliers.
Addressing the press conference, Mr Anil Mittal said:
"As a corporate objective we have always tried to serve our customer with the highest quality product. The feedback from all across the world regarding the India Gate brand has been inspirational to continue developing newer quality products. In the past few years we have spent reasonably on our research and development process and have build a world class research laboratory as well as closer partnerships with Indian Scientists. The result has been "India Gate Classic" which has captured world basmati markets' imagination by garnering market share of about 12% and 20% in KSA and Kuwait respectively."
Speaking at the high-profile launch, Mr Ashraf Abushady, Chief Executive Officer of Masafi, said: "We are pleased to partner with KRBL to introduce India Gate Classic Basmati Rice in the UAE. Masafi is committed to providing best quality products to its consumers and India Gate Classic is a premium brand that espouses brand values which, we as a company passionately believe and embrace. Our foray into the food sector is an important step and is integral to our broad vision of becoming a complete FMCG company by 2011."
India Gate Classic Basmati Rice, developed after long years of research by Indian scientists, was brought into commercial production by KRBL in 2005. Apart from its excellent cooking attributes, India Gate Classic is 99% fat free, cholesterol free, gluten free, salt free and has a relatively low glycaemic index, making it suitable for heath conscious people.
As an exclusive product in basmati segment, India Gate Classic claims to redefine the basmati category. Coupled with a gentle aroma, a natural sweet taste and pearly look and fluffiness, India Gate Classic Basmati is often referred as the 'Rice of Connoisseurs'. Amazingly, each grain of India Gate Basmati measures an incredible 23 mm (almost an inch) after cooking.
Speaking on this occasion, Ms Priyanka Mittal, Director of Marketing, said: "India Gate Basmati rice has undoubtedly emerged as a Power Brand all over the world. At the same time this brand has become the largest selling brand in India, one of the fastest growing markets of the world. Coupled with our dominating presence in KSA and Kuwait, the largest Middle East markets, we are confident that UAE too, with its sophisticated demographic and inclination for quality products will make India Gate Classic the largest selling brand soon in this market as well."
Posted by Anne-Birte Stensgaard, Senior News Editor
