Kerala’s spice firm set to enter Gulf market

The products will be initially launched in the UAE and then expanded to other countries in the Middle East.

By T. K. Devasia

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Published: Sat 17 Jan 2015, 12:47 AM

Last updated: Fri 26 Jun 2015, 12:10 AM

Trivandrum — Kerala-based Synthite Industries Ltd, the world’s largest producer of value added spices, is set to enter the Gulf market with a range of 100 per cent natural spices, suiting every one’s palate, including the Arabs.

The products will be initially launched in the UAE and then expanded to other countries in the Middle East. While the Indian spices focusing on the Indian community will be launched next month, the Arab spices meeting halal standards may hit the market in May this year.

The firm has set up a separate unit at its headquarters at Kolenchery near Cochin for developing the Arab spices in accordance with Halal standards, said George Paul, managing director, Synthite Group.

The company that has been supplying spices in bulk packets to hotels, caterers and food chains for more than 40 years now made its foray into the retail market six months ago by offering 10 curry spices and spice powders under the brand name ‘Kitchen Treasures’.

Kitchen Treasures CEO, Ashok Mani said the company will offer about 25 products to the Gulf market, including two non-vegetarian pickles. He told Khaleej Times that the company will initially focus on the UAE and then expand to other countries in the Middle East in phases. The company hit the highly competitive retail market after putting in place mechanisms to ensure quality standards from farm to fork level.



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