Orkla's Eastern Strengthens UAE Leadership As Demand For Spices And Convenience Foods Surges

Orkla India is sharpening its regional growth strategy as its flagship GCC brand Eastern consolidates its position as the UAE's No. 1 Indian spice label, backed by rising household penetration and strong double‐digit revenue growth. The company says the UAE now forms the“tip of the spear” of its global expansion ambitions, driven by a rapidly evolving consumer base and a widening multicultural appeal.

In an interview, Ashvin Subramanyam, CEO – International Business, Orkla India, said the GCC accounts for nearly 70% of the company's international sales, with the UAE alone contributing more than one‐third.“We are seeing very strong double‐digit growth here,” he said, noting that Orkla's GCC business has grown at over 14% CAGR in the past three years, a trajectory the company expects to accelerate.

While Eastern initially built its UAE footprint on the strength of the Malayali and wider Indian diaspora, the brand has since expanded across Arabic and Emirati households. Partnerships with major retailers such as Union Coop and Sharjah Coop have helped mainstream the brand beyond its traditional consumer base. The company recently received data confirming Eastern as the UAE's No. 1 Indian spice brand in household reach, a milestone also highlighted in the company's January 23 Gulfood announcement.

Subramanyam attributes this cross‐cultural acceptance to Orkla's deep culinary research capabilities.“Food goes to the heart of a culture, and we invest heavily in understanding cuisines at a very detailed level,” he said. Orkla's Cuisine Centre of Excellence studies regional dishes, reverse‐engineers flavour profiles, and guides innovation across spice blends, meal solutions, and convenience foods.

This approach has enabled Eastern to expand beyond Indian flavours into a growing Arabic spice range, supported by locally tailored communication and product development. The company is also focusing on younger consumers seeking convenient formats without compromising authenticity-evident in innovations like Eastern's“5‐Minute Breakfast” range, which recreates Kerala staples in ready‐to‐prepare formats.

According to Orkla's Gulfood briefing, the brand's regional reach now spans 16,000+ outlets, with innovation, distribution expansion and consumer insight–led marketing forming the core of its growth strategy.“Our goal is clear-to lead with scale, adaptability and innovation, always keeping the UAE and GCC consumer at the heart of our initiatives,” Subramanyam said.

Looking ahead, Orkla plans to outpace its historical growth rate. The UAE's dynamic food landscape-shaped by global trends, health‐driven preferences and demand for clean‐label offerings-presents fertile ground for faster expansion. The company is doubling down on research, convenience‐led categories, and region‐specific flavours to stay ahead of shifting expectations.

Subramanyam also emphasised the role of platforms such as Gulfood, calling it one of the region's most influential catalysts.“Innovation often happens through the positive collision of ideas. Events like this make that possible,” he said, noting the growing international visibility the fair brings to regional brands.

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