Dates brand Bait Al Tamur Co seeing 12-15% sales growth YoY

Bait Al Tamur Co, a prominent food wholesaler and pioneer of dates trading in the country and having a PAN India presence, has experienced exponential growth over the years. Started in 1930 by Rajal Ashar's grandfather, Bait Al Tamur Co is currently managed by Rajal Ashar and Krishnakshi Ashar, a father-daughter duo. Rajal Ashar, Managing Partner of Bait Al Tamur Co, in an exclusive interview with Bizz Buzz gives an account of the company's future plans

In 2010, Bait Al Tamur Co leveraged the rise of supermarkets in India by offering consumer packs of its date brand 'Date Crown' - UAE's most premium dates like Fard, Khenezi, Bumaan, amongst others, are packed under this brand and are available in 250 grams to 5 kilos. Constantly innovating, Date Crown has also diversified into date syrup and date paste, a healthier alternative to sugar that can be used as a sweetener for coffee, milk, or as a dessert topping as well as in savoury cooking

Dates are probably the healthiest of all dry fruits. They are good source of antioxidants, fibre, proteins, minerals and a range of vitamins. This fruit can keep diseases at bay, boost brain health and gives a glowing skin. They have naturally highly concentrated nutrients. Dates are the highest food source for potassium. They have 2.4 times higher potassium than bananas. Regular intake of dates has proved beneficial for improving cognitive function and regulating blood pressure. Although dates have a high carb content, they boast a low glycaemic index. The fruit provide about 15 per cent of the nutrition that bodies need

How has the company evolved?

Initially, till 1997, dates were sold as a seasonal product - primarily during winters and Ramadan. However, after conducting an extensive survey, we realized that there exists potential to create a large market in India for premium quality black dates. With this in mind, we endeavoured to introduce black dates in India imported from UAE - making us the first-ever company to do so. Over the years, we further revolutionized the market by appointing distributors for selling our dates."

In 2010, Bait Al Tamur Co leveraged the rise of supermarkets in India by offering consumer packs of its date brand 'Date Crown' - UAE's most premium dates like Fard, Khenezi, Bumaan, amongst others, are packed under this brand and are available in 250 grams to 5 kilos. Constantly innovating, Date Crown has also diversified into date syrup and date paste, a healthier alternative to sugar that can be used as a sweetener for coffee, milk, or as a dessert topping as well as in savoury cooking.

How expanded is the company's presence in the Indian market?

The dates market in India currently has a standing of 1,50,000 tonnes, out of which 40,000 tonnes constitute of the premium market. Our company, Bait Al Tamur Co controls about 60 per cent of the premium market. Our overall sale per year grows by 12-15 per cent each year, and is currently at 35,000 tonnes.

Bait Al Tamur Co has become the industry vanguard through its 'Date Crown' brand. Its dates are the only ones widely available and registered in supermarkets, alongside being available in retail stores and various dry fruit and nut stores across the nation. While festivals are considered peak business seasons, the company witnesses significant demand from numerous Indian States such as Maharashtra, Rajasthan, Gujarat, Uttar Pradesh, Kashmir, Tamil Nadu, Bihar, West Bengal, Andhra Pradesh, Karnataka and the city of Delhi. Building an upward growth trajectory through the years, Date Crown has become a market leader and a household name in India.

What is the USP of the company's brand and how well do you think it will resonate with the Indian consumer?

Our brand aims at giving consumers the best possible products at economical prices. We have products available at varying prices to allow consumers to choose what's best for them. Our company doesn't compromise on quality.

What are your company's plans to grow your brands in the Indian Market?

Presently, we have a PAN India presence in modern trade as well as the traditional markets. We try to increase awareness in the Indian market on the varieties of dates, their benefits and so on. We also plan on launching new products such as date sugar, and date coffee.

How big do you reckon the dates industry in India?

The dates industry in India is a Rs900-crore market. The dates market in India currently has a standing of 1,50,000 tonnes, out of which approximately 40,000 tonnes constitutes of the premium market i.e. the premium varieties of dates.

Which are the main sources for your dates? Do you source any dates from India?

We source our dates from the UAE, Iran, Iraq , Saudi Arabia, Tunisia and Jordan. Presently we don't source any dates from India, but hope to in the near future.

What is your PAN India presence? How international is your company?

Our products are available PAN India, in all leading supermarkets and online. Date Crown is our main brand, which also has a PAN India presence. Date Crown is the only brand in the dates industry which sells up to 17,500 tonnes of dates in a year, in India itself.

Date Crown is present in over 35 countries globally, such as Indonesia, Malaysia, various European countries, GCC countries, Bangladesh, Australia, Sri Lanka and so on.

What are the health and medical benefits of dates?

Dates are probably the healthiest of all dry fruits. They are good source of antioxidants, fibre, proteins, minerals and a range of vitamins. This fruit can keep diseases at bay, boost brain health and gives a glowing skin. They have naturally highly concentrated nutrients. Dates are the highest food source for potassium. They have 2.4 times higher potassium than bananas.

Regular intake of dates has proved beneficial for improving cognitive function and regulating blood pressure. Although, dates have high carb content, they boast a low glycaemic index. The fruit provide about 15 per cent of the nutrition that bodies need.

They are safe and healthy food that exceeds standards. No allergy or poisoning has been reported due to dates ever. While the company forayed into the Indian FMCG sector, seeking to transform the dates market prolifically, it is still committed to producing and trading in safe food. It holds an HACCP (Hazard Analysis Critical Control Point) certification and is affiliated to Al Foah LLC - the largest dates and date products factory the world over and a government company that strictly adheres to the highest international food hygiene and safety protocols during the packaging process of dates. Not only that, but being the sole distributor for Al Foah LLC distinctly sets Bait Al Tamur Co apart from most other date-sellers in India.

How important is pricing in a price-sensitive market like India?

Pricing is a very sensitive issue in the Indian market. Most consumers have a budget and if the prices increase they generally move to another brand that fits in their price range. Due to this factor consumption tends to reduce.

What is the forecast for the company in the next three years?

We plan to launch and create awareness for date syrup and dates sugar as a healthy alternative to sugar. We are also planning to launch 'date coffee.'