Dubai: By investing Dh6 million in a new processing plant and head office in Al Qusais, the Nellara Group has moved closer to its growing consumer base here.
The maker of spices and flavours, a staple in southern Indian cuisine, is also working on a parallel strategy to find favour with other consumer demographics.
"If you have good spices, you'll have good dishes," said Shamsudheen, managing director of the Nellara Group.
"No meal is considered to be complete without the tangy and delectable flavour of ‘masala'."
While this sentiment will instinctively find favour with the vast resident base in the Gulf hailing from southern India, the Nellara Group, with more than 300 varieties of food ingredients, now wants other nationalities to be swayed by the same flavours.
According to Shamsudheen, spice usage is growing year-on-year due to demand among Arabs, who have started to savour spicy foods as never before.
"The Gulf contributes 75 per cent to our [overseas] business and 25 per cent, the UAE represents about 25 per cent while Saudi Arabia's share is 20 per cent," said Shamsudheen.
The Group now operates a processing and packaging plant in Ajman. There is even a fragrance retaining processing flavour lock system in place.
With turnover of more than Dh200 million, Shamsudheen confirmed plans to set up a holding company shortly.
"As demand for spices, rice and wheat products, and pickles are picking up not only in the Gulf but also globally, we need to cater to the growing demand," he said.
Apart from spices, it has extended the product category into rice and wheat, which are sourced from India and processed here.
"We started the business in 2004 when we realised the quality of spices you get in the market are not up to the mark. This forced us to start our own processing and packing plant. That is how Nellara was born as a family-owned business."
