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Eastern Reported as UAE’s No.1 Indian Spice Brand with Highest Household Reach

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A wide shot of the Orkla India exhibition booth at Gulfood 2026. The vibrant booth features orange and brown accents, showcasing brands like Eastern and MTR. It includes digital displays, product shelves, a world map highlighting presence in 43 countries, and a central reception desk under the Orkla India signage.

Eastern was reported as the UAE’s No. 1 Indian spice brand with highest household reach, according to the Worldpanel by Numerator Household Panel Study in UAE for MAT October 2025. This milestone underscores Eastern’s deep-rooted presence in UAE kitchens and its strong position in a category built on trust and familiarity. Eastern is Orkla India’s lead brand in the GCC.

Orkla India’s GCC business, led by the brand Eastern, grew at a strong CAGR of over 14% over three years for the financial year ended March 2025. To sustain this momentum, Orkla India plans to strengthen Eastern’s portfolio by widening its play in spices and convenience foods, driving relentless innovation, supported by robust distribution expansion across the region with 16000+ outlets covered.

The brand Eastern, through its strong market presence in UAE, is enjoyed in a diverse set of consumer homes, spanning age groups and ethnicities. Eastern’s portfolio includes not only Indian spice blends but also a specially curated Arabic spice range to cater to Arabic cooking needs. The Arabic segment continues to see strong growth, supported by a wide range and locally relevant communication.  Another key task Eastern brand is committed to is to make Kerala delicacies more accessible to younger consumers leading a busy lifestyle. The brand launched innovations such as the ‘5-Minute Breakfast’ range to deliver the same loved Kerala taste in a convenient format. These additions reflect Eastern’s commitment to not only preserve culinary heritage but also introduce new categories and innovate for the region. Such innovations are a result of Orkla India’s deep cuisine understanding through its Cuisine Centre of Excellence and state of the art Food Technology.

Commenting on this evolution, Ashvin Subramanyam, CEO – International Business, Orkla India, said: “With Orkla India now listed on Indian stock exchanges, our International Business division is entering a new and exciting phase of growth. And Eastern’s strength in UAE and the wider GCC region is a testament to the trust we’ve built over decades. These two powerful tailwinds will allow us to further grow and delight more and more consumers in UAE and the wider GCC markets with recipes and solutions that make meal-time joyful. Our goal is clear- to lead with scale, adaptability, and innovation, always keeping the local UAE & GCC consumer at the heart of all our initiatives.”

Orkla India remains committed at nurturing and growing its business in the Middle East with strong consumer insights and deep local presence.

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Hospitality

TIMES SQUARE CENTER FOSTERS COMMUNITY TOGETHERNESS THIS EID WITH MR. KIND

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Times Square Center will mark Eid Al Fitr with a three-day family experience from 20–22 March 2026, running 12:00 PM – 7:00 PM daily, featuring the beloved mascot Mr. Kind.

Under the theme “LOVE EID – A Day of Caring, Sharing & Fun!”, the event invites families to experience a lively programme of interactive shows, creative workshops, and engaging activities designed to entertain children while sharing positive messages around kindness, courage, and friendship.

Young visitors will also receive a complimentary Mr. Kind’s Book of Missions, packed with activities, badge stickers, and access to a library of transformational songs and missions that extend the fun beyond the event.

Event schedule

  • Mr. Kind Village Workshop (Creativity corner) : 12:00 PM – 7:00 PM | Ground Floor
  • Mr. Kind Show  + Meet & Greet: 4:15 – 5:00 PM & 6:00–6:45 PM | Ground Floor  
  • Mr. Kind Parade: 5:15 PM – 5:35 PM | Roaming throughout the Mall

With music, performances, and interactive experiences throughout the day, Times Square Center aims to provide a friendly space for families to connect and share meaningful moments together.

At Times Square Center, the safety and wellbeing of our community remain a priority. We encourage everyone to follow any guidance or protocols issued by the relevant authorities.

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Hospitality

BKRY PARTNERS WITH BROOKI BAKEHOUSE FOR EXCLUSIVE LIMITED-EDITION CROOKIE

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This Ramadan, bkry unveils an exclusive collaboration with Australia’s cult-favourite Brooki Bakehouse by introducing the bkry Brooki Crookie. Priced at AED 39 per piece, this special edition pastry will be available daily until the end of Ramadan in limited quantities exclusively at the bkry pop-up in Marsa Boulevard.

Thoughtfully developed as a celebration of shared creativity and experimental baking, the collaboration brings together bkry’s artisanal approach with Brooki Bakehouse’s globally renowned flavours. Designed to be enjoyed as a moment of indulgence after sunset, the Crookie reflects both brands’ craftsmanship, curiosity, and comfort-led baking.

At the heart of the collaboration is the Crookie: a buttery, flaky croissant filled and topped with wholewheat brown-butter cookie dough, and enveloped with Tanzanian milk chocolate. Baked until golden and crisp on the outside, with a soft, gooey centre, the Crookie offers a layered textural experience that combines richness with subtlety.

To mark the official launch, bkry Founder and Head Chef Kameel and Brooki Bakehouse Founder Brooke Bellamy will be present at Marsa Boulevard on Saturday, 28 February at 8:00 PM, celebrating the partnership and their shared passion for innovative baking.

Founded by Brooke Bellamy, Brooki Bakehouse is an Australian-born bakery known for its indulgent, cult-favourite baked goods and playful approach to classic flavours. What began in Brisbane has grown into a globally recognised brand with a loyal international following, driven by Brooke’s distinctive style and community-led storytelling. Celebrated for bold flavours, generous textures, and modern comfort baking, Brooki Bakehouse brings a globally relevant perspective to the collaboration, making it a natural partner for bkry’s experimental, craft-led approach.

Available throughout Ramadan at bkry’s Marsa Boulevard pop-up, the bkry x Brooki collaboration reflects the brand’s ongoing commitment to meaningful partnerships and thoughtful experimentation – bringing together global influence and local craftsmanship in moments designed to be shared and savoured, setting the tone for a collaboration everyone has been waiting for.

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Hospitality

THE BILTMORE VILLAS DUBAI INTRODUCES EXCLUSIVE PRIVATE VILLA STAYCATIONS THIS EID

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The Biltmore Villas Dubai unveils a limited-time Exclusive Private Villa Staycation, inviting guests to indulge in a rare blend of seclusion, sophistication, and resort-style living within one of Dubai’s most prestigious luxury villa resorts.

Conceived for discerning guests who appreciate privacy and understated luxury, the fully serviced villas offer the spaciousness of a private residence complemented by the attentive service and refined amenities of a world-class resort. Each villa is appointed with a private temperature-controlled swimming pool, an in-villa cinema, and secure underground parking with direct access to the residence, all set within a gated enclave with round-the-clock security.

Guests booking during the promotional period will enjoy a curated collection of premium benefits:

  • 25% off the Best Available Rate
  • AED 1,000 daily resort credit
  • Underground secure parking
  • Complimentary 60-minute daily padel session
  • Complimentary daily fitness classes
  • Complimentary daily laundry service

The experience offers an elegant urban retreat where privacy, generous living space, and personalized hospitality come together to create an exceptional staycation in the heart of Dubai.

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