UAE's health food segment gets a boost with India Gate's Quinoa entry
Source: Matrix PR , Author: Posted by BI-ME staff
Posted: Thu October 5, 2017 11:15 am

UAE. India’s most popular basmati rice brand, India Gate, has expanded its foray into the United Arab Emirates’ (UAE) niche health food segment with the launch of India Gate Quinoa - a healthier option that has been recognised by the United Nations as tomorrow’s super food.

India Gate Quinoa, a product of KBRL Group - the world’s largest rice millers and basmati rice exporters, comes against a backdrop of a rising demand for a wide range of healthy products that cater to large and diverse consumer groups in the region.

According to the brand’s spokesperson, India Gate Quinoa’s entry into the UAE’s relatively small but lucrative healthy food category is also partly in response to the ballooning special health conditions, such as obesity, diabetes, and mental health, which according to the World Health Organization affect 20 to 30 percent of the people in the Middle East.

The emergence of these lifestyle conditions has significantly caused a shift in the demand for special foods with health benefits in the regional market with India Gate Quinoa’s debut into the mix expected to jolt the segment’s popularity.

“The entry of India Gate Quinoa is not only part of our brand portfolio growth agenda, it is also an integral part of our long term commitment to offer healthier food products to our consumers. We are indeed pleased to be part of a growing health food segment in the UAE by giving the consumers healthier options that are easy to cook and also adaptable to various tastes and cuisines. All of our product diversification objectives will be based on our mission to service both ends of the value chain-the farmers and the consumers and Quinoa is the another step in that direction.” said Priyanka Mittal, Director, KRBL Limited.

Now available countrywide, India Gate Quinoa is rich in protein, high in fibre, naturally gluten free, and perfect for a vegan lifestyle. It is also suitable for people with wheat intolerance and comes highly recommended as a richer alternative to couscous or pearl barley.

“The beauty about India Gate Quinoa is that it is the highest source of vegetable protein.   It’s high iron concentrate increases oxygen supply in the blood to keep one energized, improves digestion, aids muscle growth with its high protein content, helps the nervous system, and boosts weight loss as well as fight illnesses due to its high antioxidant count.” added Priyanka Mittal, Director, KRBL Limited.

The introduction of India Gate Quinoa into the UAE market comes in the wake of flourishing UAE-India trade ties, with India ranking top among countries that export to the UAE, accounting for 9.2 percent of all exports to the second largest Arab economy.

In 2014, the total volume of foreign trade between the two countries amounted to US$60 billion further solidifying UAE’s position as India’s primary trade partner in the Middle East and North Africa regions. These trade exchanges are however expected to grow further and hit the US$100 billion mark in 2020.

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Photo Captions:
1. (above)  Quinoa dish
2. (inset)    For illustrative purposes (File photo)

About India Gate and KRBL Group
India Gate, a benchmark in quality food standards, is a KRBL Group flagship brand. As a global food brand, India Gate continues to earn respect and patronage among consumers world over.

Apart from the newly introduced Quinoa, India Gate also specializes in brown rice and is known in the region for its highest selling India Gate Classic Basmati rice. 

KRBL’s journey started over 120 years ago as a company that engaged in grain marketing and agro processing. It was later incorporated in 1993 with the objective of processing paddy and with its vast experience and expertise, the miller is now synonymous with basmati rice – favorably positioning Indian basmati on the global food map.

As the world’s largest basmati miller and exporter, KRBL is currently present across all the basmati eating regions such as Asia, Middle East, Europe, USA, Canada, and Africa. KRBL is known for its seed development and farmer engagement program and the trust it has earned by implementing the fastest- scalable lab-to-market Public-Private Partnership project with the synonymous 1121 grain. 

KRBL has won many accolades throughout the years with its most recent award being the awarded the coveted APEDA Award Golden Trophy for the largest exporter of Basmati rice.  Additionally, it has received in 2016 Guinness World Records for the heaviest bag of rice. In 2015, it received the prestigious NAAS India Silver Jubilee Award for Basmati rice trade development.



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