Sufi Group eyes edible oil unit in Dubai
dubai — Pakistan’s premier consumer brand Sufi Group plans to establish its base in Dubai to expand its presence in Gulf, Europe and North America, its top official says.
Tariq Ullah Sufi, chief executive of Sufi Group of Companies, is also seriously considering to set up edible oil production unit in Jabel Ali Freezone or Saudi Arabia to launch its popular brand in the region.
“We have already been exporting edible oil to Afghanistan and now plans to introduce the product in the region with a different strategy to survive in a competitive market such as Dubai,” Sufi told Khaleej Times at Gulfood, which concluded on Thursday.
Established in 1952, the Sufi Group of Companies features among the top five enterprises in Pakistan with an annual turnover of Rs20 billion. Its product portfolio includes edible oils, detergents, homecare, beverages, ready-tocook and cooked meals. “We are expecting to start this edible oil production unit by early next year,” Sufi said. To a question, he said Dubai is an ideal place to establish the group’s base because of large Pakistani and Indian community – the prime target of the group’s latest range of ready-to-cook and fully cooked chicken products, which were introduced at Gulfood. “The UAE enjoys a good reputation for business and is a gateway to the rest of the world. We did soft launch last year and received tremendous feedback from the consumers. The uniqueness of Sufi products is its traditional Pakistani and Indian flavours,” he said. To a question, he
The UAE enjoys a good reputation for business and is a gateway to the rest of the world Tariq Ullah Sufi, CEO, Sufi Group of Companies
said the group’s latest product range under ‘Simply Sufi’ brand will be available at Safeer Group Hypermarkets, Nesto, Pakistan Super Markets, Union Co-op and Dubai stores, amongst others. The brand will soon available at Lulu Hypermarkets and Carrrefour Stores. — muzaffarrizvi@khaleejtimes.com