Orkla India’s flagship brand Eastern has solidified its position as the UAE’s leading Indian spice label, with company executives identifying the Emirates as the strategic spearhead of their global expansion ambitions. This market dominance comes amid surging consumer demand for both traditional spices and modern convenience foods across the Gulf region.
According to Ashvin Subramanyam, CEO of International Business at Orkla India, the GCC accounts for approximately 70% of the company’s international sales, with the UAE alone contributing over one-third of this revenue. The company has demonstrated remarkable growth with a 14% compound annual growth rate over the past three years, a trajectory management expects to accelerate further.
Initially popular among the Malayali and broader Indian diaspora, Eastern has successfully transcended cultural boundaries to gain significant traction in Arabic and Emirati households. Strategic partnerships with major retailers including Union Coop and Sharjah Coop have been instrumental in mainstreaming the brand beyond its traditional consumer base. Recent market data confirms Eastern’s position as the household reach leader among Indian spice brands in the UAE.
The brand’s cross-cultural success stems from Orkla’s sophisticated culinary research capabilities through its Cuisine Centre of Excellence. This dedicated facility conducts in-depth studies of regional dishes, reverse-engineers flavor profiles, and drives innovation across spice blends, meal solutions, and convenience food categories.
This research-driven approach has enabled Eastern to expand beyond Indian flavors into a growing Arabic spice range, supported by locally tailored marketing and product development. The company has particularly focused on younger consumers seeking convenient formats without compromising authenticity, exemplified by innovations like the “5-Minute Breakfast” range that recreates Kerala staples in ready-to-prepare formats.
With a distribution network spanning over 16,000 outlets, Orkla’s growth strategy centers on innovation, expanded distribution, and consumer insight-led marketing. The UAE’s dynamic food landscape—characterized by global culinary trends, health-driven preferences, and demand for clean-label offerings—provides fertile ground for accelerated expansion.
Industry events like Gulfood have served as significant catalysts for the brand’s regional visibility and innovation efforts. Subramanyam emphasized the importance of such platforms in fostering the “positive collision of ideas” that drives culinary innovation and international recognition for regional brands.