Evolving consumer landscape is the perfect recipe for Orkla IMEA
As the company serves up new delights
Orkla India, Middle East and Africa (IMEA), the Middle East subsidiary of Orkla India, is a prominent global exhibitor at Gulfood – the world’s largest F&B trade event (February 17 – 21, 2025) in Dubai.
The company owns and markets Eastern and MTR, two household names in Indian cuisine.
With over one million Keralites in the UAE, Eastern launched its preservative-free South Indian 5-Minute breakfast range at Gulfood 2025. The breakfasts can be prepared in three simple steps, offering authentic Kerala flavours across the Middle East, where Orkla IMEA has a strong retail presence in over 14,000 regional stores.
A unique Arabic spice range that caters to Arab consumers’ tastes was also launched at Gulfood 2025.
In an exclusive interview with Middle East News 247 on the sidelines of Gulfood 2025, Ashwin Subramanyam, CEO of the International Business Unit at Orkla India, highlights the company’s role in the Middle East market.
Excerpts from the interview:
What is Orkla IMEA showcasing at Gulfood 2025?
At Gulfood 2025, we present several exciting initiatives, each representing our commitment to innovation and evolving consumer preferences. First and foremost, we have reimagined the Eastern brand identity. We have made it more contemporary and bolder, with a refreshed logo highlighting its significance as a brand asset. We have also incorporated a green leaf into the logo, symbolising our dedication to cleaner labels and healthier recipes.
Our new preservative-free South Indian 5-Minute breakfast range is another highlight. It is designed to save consumers time without compromising on quality. Traditionally, dishes like Kerala’s putty or dosa can take hours of preparation, including fermentation.
We have compressed these lengthy processes into just five minutes thanks to pioneering technology and ingredients. This unique selling point of time-saving without compromising quality is a significant win for us. It has been a two-year journey to perfect this; we are excited to share it with the world. Furthermore, our masala [spice] range is also free from additives, colours, and artificial flavours, aligning with our goal of providing cleaner, healthier options.
Finally, we have refreshed the packaging of our Arabic range. We launched this range four years ago, and it has experienced phenomenal growth since then. The updated graphics reflect our commitment to maintaining momentum and ensuring the Eastern brand resonates with consumers.
How do you see these innovations resonating with consumers?
The Eastern brand traditionally connects with the Malayali community, and our new 5-minute breakfast range directly addresses their needs. Many consumers lead busy lives, so offering a quick and convenient breakfast option has been a significant win.
However, we also look beyond the Malayali cohort, expanding our reach with the Arabic range. This has been particularly well-received among the local Arabic consumer market, which continues to grow.
In addition, our other brand, MTR, caters to the non-Malayali Indian diaspora, offering a variety of South Indian foods and ready-to-heat meals that are perfect for those seeking convenience without compromising authenticity. We also have Rasoi Magic, which serves the Gujarati and Maharashtrian populations with traditional offerings. Our diverse brand portfolio allows us to cater to different sub-ethnic groups with unique culinary preferences.
What is exciting is that the trend towards convenience continues to accelerate. E-commerce, which plays a significant role in driving consumer behaviour, reflects this shift. People want products that are easy to prepare and quick to consume.
In addition to convenience, there is an increasing demand for healthier, cleaner labels—products with fewer preservatives and artificial ingredients. Health and sustainability are key focus areas for us, and we see these trends aligning perfectly with our innovations.
How does the regional market play into your global strategy?
The Middle East and North Africa (MENA) region is critical for international business. This region accounts for 70% of our global turnover. We operate in six countries in this region, and their collective contribution is enormous.
Our growth story began with the Malayali diaspora, but our brands have expanded beyond this group. The Arabic market, in particular, is experiencing rapid growth, and we are seeing an increasing number of non-Malayali consumers embrace our offerings.
Moreover, this region is one of our fastest-growing markets, and we are constantly exploring new opportunities to scale our operations. We are actively evaluating third-party manufacturers and exploring regional sourcing opportunities to improve our efficiencies and ensure we remain agile and responsive to local consumer demands.
How do you stay ahead of trends in such a fast-moving industry?
Staying ahead of trends is a constant challenge, especially in today’s fast-paced world, where trends evolve rapidly. The key to success is spotting trends early and responding with the right products at the right time. At Orkla, we pride ourselves on our ability to adapt quickly, and this agility has been critical in maintaining our market leadership.
The information flow has accelerated in recent years, and trends emerge and evolve faster than ever. Whether it is a shift towards plant-based diets, demand for healthier ingredients, or the rise of convenience foods, Orkla’s nimbleness in adapting to these shifts is our key to success. Our success lies in continuously innovating and responding to these shifts, always keeping the consumer at the centre of our decisions.
How important is the HoReCa sector to your business?
The HoReCa (Hotel, Restaurant, and Catering) sector is integral and strategic to our business. While consumers have increasingly embraced the convenience of ready-to-eat meals at home, dining out remains essential to family life.
Eating out is often a special occasion and a growing trend. The HoReCa channel is vital as it allows us to expand our reach beyond households and engage with the hospitality industry.
At Gulfood, we use the opportunity to meet with key HoReCa players, sample products, and gather consumer feedback. The HoReCa sector drives revenue and gives us valuable insights into emerging trends and consumer preferences. It is an excellent forum for networking and understanding where the food and beverage industry is heading.
What yardstick does Orkla rely on when developing new products?
Product development at Orkla is a meticulous process that underscores our commitment to meeting consumer needs. We start by understanding these needs and creating recipes that reflect those preferences.
We have a robust process for creating both wet and dry recipes. Initially, a chef takes the marketing brief and creates a “wet” dish—essentially, a version of the recipe in its raw, unprocessed form. Once we have that, we begin working on adapting it for large-scale production.
Our focus on sensory experiences is crucial. A great product has to deliver an exceptional experience from the moment the consumer opens it, whether it is the taste, aroma, or overall quality. This is the test of a successful product and keeps consumers coming back.
Where do you see Orkla’s growth in the next few years?
The future looks incredibly promising for Orkla. With our unwavering commitment to innovation, convenience, health consciousness, and clean labels, we believe we can capitalise on the evolving consumer landscape.
We will continue to expand our presence in key markets and explore new opportunities across product lines. Our emphasis on innovation, sustainability, and consumer satisfaction will guide our growth as we look to meet the needs of consumers globally.
As we continue to adapt to market demands, I am confident that Orkla will maintain its position as a leader in the food industry, offering consumers products that are convenient, healthy, authentic, and aligned with the latest trends.
Hero image: Ashwin Subramanyam, CEO of the International Business Unit at Orkla India, at Gulfood 2025, seen with the refreshed brand identity of the Eastern food products brand. Credit: Arnold Pinto
