Agthia Group partners with Vikas Khanna
The collaboration aims to promote the group’s Grand Mills Flour
I feel proud that I am at the forefront of the whole international phase of Indian food and constantly innovating with full conviction, just like Agthia Group.”
dubai — Agthia Group, one of the region’s leading food and beverages companies, has appointed acclaimed Michelin Star chef Vikas Khanna as the brand ambassador of its Grand Mills Flour. This was announced at the recent Gulfood 2020 in Dubai as the Indian star visited the stand during a tour of Agthia’s different brands.
Tariq Al Wahedi, CEO of Agthia Group, said: “We are quite happy and proud of our association with chef Khanna. This definitely strengthens our message of providing high quality and high standard of products for the consumer, especially the chakki flour that we produce. Having the product endorsed by a Michelin star chef is something that we’re proud of.”
“At the end of the day, we aim to serve consumer rights and enhance their experience. Chef Khanna’s presence endorses the products and shows that we are on the right track here,” said Al Wahedi.
Innovation at heart
A pioneer in the F&B industry, Agthia Group also has plans to introduce plant-based bottles this year, which will be commercially available for business in two months’ time and demonstrates the group’s strong R&D base.
“In 2015, we realised that we need to be one of the pioneers that drive innovation throughout this region and started to increase our investments into this year after year. We first started by offering two big R&D centres in the UAE — one in Abu Dhabi and one in Al Ain. As of today, we spend almost one per cent of our revenue in R&D, compared to other companies in the region who do not spend enough,” Al Wahedi said.
The packaging of the new Al Ain Plant Bottle is environmentally friendly and made of 100 per cent
plant-based sources, including the cap. The water bottle will further lead consumers towards sustainability as it is biodegradable and compostable within 80 days.
Agthia’s international contribution
has grown over the years, noting two per cent of revenue in 2015, to over 15 per cent today, making it a pan-Arab brand with an expanded market scope. Water contributes about 30-35 per cent of
Vikas Khanna,
Michelin Star Chef
Agthia’s portfolio, with other categories being flour and animal feed. The group is also a market leader in other fast-moving consumables, such as frozen vegetables, tomatoes, dairy and juices, etc.