Commercial success through vegetarianism

Dhananjay Datar, Chairman and MD of Al Adil Trading, discusses successful vegetarianism through its range of 8,000+ products

Plant-based diets, vegetarianism and clean ways of eating are often frowned upon, simply because they are "not easily available" in the market. However, Al Adil company proves the exact opposite, with its range of cereals and pulses available in stores across the Middle East. Dhananjay Datar, Chairman and Managing Director of Al Adil Trading, strongly believes in being different when you set yourself in a competitive realm with other businesses. 
In today's technologically advanced world that is bustling with a growing population and with globalisation marking its reach in every nook and corner, branding is an absolute necessity to capture attention.
Whether you wish to sell a handbag, organic vegetables, or even visiting a new restaurant, a brand name gives away its worth and measures a consumer's desire to purchase. How you sell something is more important than what you sell.
Datar has figured the route to vegetarianism in his own unique manner - setting a brand name, which he has accomplished on his challenging, yet mastered list of goals. 
"I have brought changes to my company. People want shine in something, so I give them what is shiny," says the now-multimillionaire who grew from owning three shops to 40 branches across the GCC region. What does he mean by shine? The bling that draws your attention and does not let go off so easily. 
Al Adil is a purely vegetarian company that provides pulses and cereals at reasonable prices, attracting vegetarians with religious customs, as well as those who wish to turn a "new leaf" without having to spend a large amount on organic products. 
"All my shops are 100 per cent pure vegetarian," says Datar. "Even if an item contains egg, I wouldn't keep that item in my store as it is meant to be completely pure vegetarian." 
Most of Al Adil's customers are Gujaratis, Sindhis, Maharashtrian, Punjabis - these Indian groups are vegetarians, thus making them frequent visitors. 
"I want to be different in the market. I am not selling any meat or frozen products, or milk or other items. I sell Indian specialised products," he added. The MD explained further on how there may be many supermarkets in the UAE where you can purchase dry vegetarian products, however, Al Adil ensures there is no mixing with other food groups - pure vegetarian goodness is available at your nearest Al Adil branch. Some of the items available even include ayurvedic products, flour items, and healthy products like multi-diabetic flour.
Despite there being organic sections located in lonely aisles at the back of your favourite supermarkets, shoppers raise their eyebrows at the horrifying prices and move onto other products. It is often debated whether vegetarianism is an ignored concept due to organic pulses, lentils and cereals available at decent prices.
Apart from a meat lover missing their freshly cut steak, one of the reasons why non-vegetarians are reluctant to try vegetarianism could be due to the price factor. Regular vegetarian products may be available, but genetically modified products are not a shortcut to healthy eating.
However, Al Adil Trading offers organic products at the lowest prices, which makes it easier for not just Indian residents in the UAE to access cost-friendly and healthy products, but also other expatriates as well. Al Adil currently operates in the UAE, Oman, Bahrain and Saudi Arabia. The company will be opening its 41st store in Dubai Silicon Oasis on June 27, as well as in National Paints, located in Sharjah. 
The Chairman gives a final message to KT readers who work day and night and neglect maintaining a healthy diet. "Be healthy, eat healthy, do sufficient exercise and don't just work all day to earn money. The money will make its way back to your pocket, but not your health." 
-wknd@khaleejtimes.com