Eastern, Orkla India’s flagship spice brand, tops UAE households with strong category leadership and 14% GCC business growth, says 2025 Worldpanel study.
DUBAI: Eastern, the flagship spice brand of Orkla India, has been recognised as the UAE’s No.1 Indian spice brand with the highest household reach, according to the Worldpanel by Numerator Household Panel Study for the year ending October 2025. This accolade underscores Eastern’s strong brand equity across UAE homes and its position as a trusted, multi-cultural kitchen essential.
According to the report, Eastern has achieved deep penetration across diverse households in the UAE, transcending ethnic boundaries, including Indian, Arab, and wider expat communities. Backed by a robust growth strategy, the brand has seen the GCC business grow at a CAGR of over 14% for the financial year ending March 2025.
Ashvin Subramanyam, CEO – International Business, Orkla India: “We are deeply honoured that India has been recognised as the partner country at Gulfood this year. This symbolic gesture reflects not only India’s rising presence in global food systems, but also its deep-rooted cultural ties with the Middle East. With 4.4 million Indians and nearly 2 million Malayalis residing in the UAE alone, the region is a natural growth market for Indian food brands. It is a powerful opportunity for companies like ours to showcase and strengthen our presence.
At Orkla India, through our two flagship brands — Eastern and MTR — we take great pride in being truly local. There is no one-size-fits-all when it comes to Indian cuisine. What a consumer in Tamil Nadu enjoys is vastly different from someone in Gujarat or Bengal. Whether it’s mustard oil-based recipes in East India or coconut oil-heavy dishes in Kerala, our product lines reflect these regional culinary identities. That’s why we don’t believe in standardising Indian food. We honour regional authenticity.
This philosophy extends into our business model. Eastern is now the number one Indian spice brand in UAE households — not just among Indian or Malayali consumers, but across all communities. That’s a testament to the trust, quality, and time we’ve invested in this market for over 15 years.
And innovation continues to drive us. We recently launched an Arabic spice range with 32 products, created not in India, but by a Moroccan chef who lived in Saudi Arabia for over 20 years. The recipes are completely authentic, catering to local Arab tastes. These products are doing incredibly well and reinforce our belief that staying close to the consumer — whether Indian, Emirati, or otherwise — is key.
When it comes to competition, especially from regional players such as Pakistani brands, we welcome it. Competition makes markets vibrant. We each cater to different taste profiles and traditions. There’s room for everyone if you remain true to what you stand for.
Looking ahead, we are targeting double-digit growth. Our GCC business has grown at a CAGR of 14% in the past three years. With evolving consumer preferences and a new generation of experimental and health-conscious buyers, we’re focusing on innovation, accessibility, and digital engagement — particularly for Gen Z consumers.
But we will never abandon our core promise: delivering authentic, regional Indian flavours with high-quality, trusted ingredients. The world is ready for Indian food, and we’re proud to be one of its most passionate ambassadors.”
Orkla India remains committed at nurturing and growing its business in the Middle East with strong consumer insights and deep local presence.
