Multiplex secures 3PL deal with Indian FMCG giant Hamdard Laboratories

Indian FMCG giant Hamdard Laboratories contracts Multiplex for distribution of RoohAfza soft drink in UAE.
Fmcg, Multiplex, Logistics, 3pl, Ramadan

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Hamdard Laboratories, a 111-year-old Indian FMCG company has launched its flagship drink brand RoohAfza in the UAE market.

The launch is the brand’s first entry to the UAE market, with plans to introduce other popular brands within the year.

According to Mansoor Ali, chief sales and marketing officer for Hamdard, the next product to be distributed in the UAE will be Safi, the skin cleanser and blood purifier from Hamdard.

“We’ve contracted Multiplex for our national logistics in the UAE,” Ali told Logistics Middle East on the sidelines of Gulf Food in Dubai. “We send the stock via ocean freight from India to their central warehouse in Jebel Ali and the retailers order directly from them.”

Multiplex’s fleet of delivery vans will run on a set route delivering various FMCG goods, including RoohAfza, to all major supermarkets and convenience stores in the country.

“Now was the right time to make this announcement because we wanted to get out logistics in place ahead of Ramadan,” said Ali. “Between now and March we’re going to be getting the stock in place in the UAE because after March the real rush begins.”

Ali wasn’t able to discuss the volumes involved in the contract, but he did say that Hamdard Laboratories expects to double its annual turnover in the UAE market next year.

The food and beverage and skin care giant has aggressive expansion plans in the UAE. By next year it plans to introduce other products such as Roghan Badam Shirin, Joshina, Sualin, and Cinkara tonic.

“RoohAfza enjoys a 45% market share in India within its category. With Multiplex International as strategic partners for UAE, we have already made inroads into the market by forging critical relationships with the modern and general trade,” said Ali. 

“Consumer activation and awareness through sampling will be key, as we intend to have a large chunk of the UAE population actually experience the magic of Indian RoohAfza,” he added.