Dubai, United Arab Emirates, January 26, 2026 – Eastern was reported as the UAE’s No. 1 Indian spice brand with highest household reach, according to the Worldpanel by Numerator Household Panel Study in UAE for MAT October 2025. This milestone underscores Eastern’s deep-rooted presence in UAE kitchens and its strong position in a category built on trust and familiarity. Eastern is Orkla India’s lead brand in the GCC.
Prerna Tiku, Chief Marketing and Growth Officer – International Business, Orkla India,
Orkla India’s GCC business, led by the brand Eastern, grew at a strong CAGR of over 14% over three years for the financial year ended March 2025. To sustain this momentum, Orkla India plans to strengthen Eastern’s portfolio by widening its play in spices and convenience foods, driving relentless innovation, supported by robust distribution expansion across the region with 16000+ outlets covered.
The brand Eastern, through its strong market presence in UAE, is enjoyed in a diverse set of consumer homes, spanning age groups and ethnicities. Eastern’s portfolio includes not only Indian spice blends but also a specially curated Arabic spice range to cater to Arabic cooking needs. The Arabic segment continues to see strong growth, supported by a wide range and locally relevant communication. Another key task Eastern brand is committed to is to make Kerala delicacies more accessible to younger consumers leading a busy lifestyle. The brand launched innovations such as the ‘5-Minute Breakfast’ range to deliver the same loved Kerala taste in a convenient format. These additions reflect Eastern’s commitment to not only preserve culinary heritage but also introduce new categories and innovate for the region. Such innovations are a result of Orkla India’s deep cuisine understanding through its Cuisine Centre of Excellence and state of the art Food Technology.
Commenting on this evolution, Ashvin Subramanyam, CEO – International Business, Orkla India, said:
“With Orkla India now listed on Indian stock exchanges, our International Business division is entering a new and exciting phase of growth. And Eastern’s strength in UAE and the wider GCC region is a testament to the trust we’ve built over decades. These two powerful tailwinds will allow us to further grow and delight more and more consumers in UAE and the wider GCC markets with recipes and solutions that make meal-time joyful. Our goal is clear- to lead with scale, adaptability, and innovation, always keeping the local UAE & GCC consumer at the heart of all our initiatives.”
Orkla India remains committed at nurturing and growing its business in the Middle East with strong consumer insights and deep local presence.
Emphasising the role of innovation in driving growth, Prerna Tiku, Chief Marketing and Growth Officer – International Business, Orkla India, said:
“In a market where many brands offer similar products, having a clear and meaningful consumer benefit is critical. Household reach is an especially important metric for us, because it reflects how deeply a brand is embedded in everyday cooking and trusted by consumers.”