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NITRA — our premium retail brand

NITRA was launched in 2020 targeting the premium UK retail market with health-conscious, vegan-focused food products. The expansion roadmap runs UK first, then the GCC from 2022, then Europe and beyond.

Now showing

Zaiqa-E-Hind Premium Basmati Rice

The brand

Premium pantry, properly made

NITRA carries the same commodities Golden Rise trades in bulk — cleaned, graded, packed and put on the shelf under our own label. Because we own the sourcing, the brand can hold every batch to one standard rather than buying whatever the market offers that month.

2020 — NITRA established in the UK as a premium vegan and health food label
2022 onwards — strategic expansion from the UK into the GCC and European markets
Product range — 100+ SKUs across pulses, rice, spices, flour, tea and sugar
Market position — premium and mainstream retail segments across all markets
Health-focused — a vegan and health-conscious range from the outset, not a later reformulation

NITRA on shelf — **On shelf in the UAE**NITRA products across A-class and B-class supermarkets.

Featured

Flour

India’s finest Chakki Fresh Atta

Stone-ground the traditional way, so the wheat germ stays in the flour rather than being milled out of it. Softer rotis, and the taste people notice.

Chakki stone-milled, not roller-milled
Packed at our own unit at Ras Al Khor, Dubai
1kg · 2kg · 5kg · 10kg retail packs
Stocked across UAE supermarkets and cash-and-carry

Watch the film Stock this product

2020Launched in the UK

2022GCC expansion

100+SKUs

1,000+UAE retail outlets

6Product categories

Expansion roadmap

UK, then the Gulf, then Europe

A deliberate sequence rather than an opportunistic one — prove the brand in a demanding retail market, then take it into the Gulf where the group already has distribution.

Stage one · 2020

United Kingdom

NITRA established as a premium vegan and health food label for the UK retail market, run through Nitra Foods Ltd. in London.

Stage two · 2022 onwards

GCC

Strategic expansion into the Gulf, using Golden Rise's existing UAE distribution to reach over a thousand outlets.

Stage three

Europe and beyond

Continued expansion into European markets, targeting both premium and mainstream retail segments.

Consumer packaging

The NITRA range

51 lines across seven categories — basmati and non-basmati rice, flour, sugar, ready to eat, bakery, and the condiment range.

All products51 Basmati Rice4 Non-Basmati Rice11 Flour1 Sugar1 Ready to Eat12 Rusk & Khari6 Mayo, Ketchup & Jams16

zaiqa-e-hind.jpgBasmati Rice

Basmati Rice

Zaiqa-E-Hind

5kg · 10kg · 20kg · handle packs

khaas.jpgBasmati Rice

Basmati Rice

Khaas

5kg · 10kg · 20kg · handle packs

amber-1121-sella.jpgBasmati Rice

Basmati Rice

Amber 1121 Sella

10kg · 20kg

imperial-basmati.jpgBasmati Rice

Basmati Rice

Imperial Basmati

10kg · 20kg

sona-masoori-gold.jpgNon-Basmati Rice

Non-Basmati Rice

Sona Masoori Gold

18kg

sona-masoori-silver.jpgNon-Basmati Rice

Non-Basmati Rice

Sona Masoori Silver

18kg

sona-masoori-parboiled.jpgNon-Basmati Rice

Non-Basmati Rice

Sona Masoori Parboiled

18kg · 10lbs · 20lbs

ponni-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Ponni Rice

Retail pack

surti-kolam-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Surti Kolam Rice

Retail pack

jasmine-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Jasmine Rice

Retail pack

idli-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Idli Rice

Retail pack

palakkadan-matta-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Palakkadan Matta Rice

Retail pack

jeerakasala-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Jeerakasala Rice

Retail pack

biryani-rice.jpgNon-Basmati Rice

Non-Basmati Rice

Biryani Rice

Retail pack

white-rice.jpgNon-Basmati Rice

Non-Basmati Rice

White Rice

Retail pack

chakki-fresh-atta.jpgFlour

Flour

Chakki Fresh Atta

1kg · 2kg · 5kg · 10kg

refined-sugar.jpgSugar

Sugar

Refined Sugar

1kg · 2kg

dal-makhani.jpgReady to Eat

Ready to Eat

Dal Makhani

Ready to eat

dal-tadka.jpgReady to Eat

Ready to Eat

Dal Tadka

Ready to eat

chana-masala.jpgReady to Eat

Ready to Eat

Chana Masala

Ready to eat

shahi-rajma.jpgReady to Eat

Ready to Eat

Shahi Rajma

Ready to eat

paneer-butter-masala.jpgReady to Eat

Ready to Eat

Paneer Butter Masala

Ready to eat

paneer-makhni.jpgReady to Eat

Ready to Eat

Paneer Makhni

Ready to eat

palak-paneer.jpgReady to Eat

Ready to Eat

Palak Paneer

Ready to eat

kadhi-pakoda.jpgReady to Eat

Ready to Eat

Kadhi Pakoda

Ready to eat

aloo-matar.jpgReady to Eat

Ready to Eat

Aloo Matar

Ready to eat

bhindi-masala.jpgReady to Eat

Ready to Eat

Bhindi Masala

Ready to eat

pav-bhaji.jpgReady to Eat

Ready to Eat

Pav Bhaji

Ready to eat

veg-biryani.jpgReady to Eat

Ready to Eat

Veg Biryani

Ready to eat

wholewheat-rusk.jpgRusk & Khari

Rusk & Khari

Wholewheat Rusk

Bakery

milk-rusk.jpgRusk & Khari

Rusk & Khari

Milk Rusk

Bakery

jeera-rusk.jpgRusk & Khari

Rusk & Khari

Jeera Rusk

Bakery

cardamom-rusk.jpgRusk & Khari

Rusk & Khari

Cardamom Rusk

Bakery

butter-khari.jpgRusk & Khari

Rusk & Khari

Butter Khari

Bakery

jeera-khari.jpgRusk & Khari

Rusk & Khari

Jeera Khari

Bakery

mayo-classic.jpgCondiments

Condiments

Mayo Classic

Condiments

mayo-eggless.jpgCondiments

Condiments

Eggless Mayo

Condiments

mayo-garlic.jpgCondiments

Condiments

Mayo Garlic

Condiments

mayo-olive-oil.jpgCondiments

Condiments

Mayo Olive Oil

Condiments

mayo-peri-peri.jpgCondiments

Condiments

Mayo Peri Peri

Condiments

mayo-black-pepper.jpgCondiments

Condiments

Mayo Black Pepper

Condiments

mayo-lemon.jpgCondiments

Condiments

Mayo Lemon

Condiments

mayo-ketchup.jpgCondiments

Condiments

Mayo Ketchup

Condiments

tomato-ketchup.jpgCondiments

Condiments

Tomato Ketchup

Condiments

jam-strawberry.jpgCondiments

Condiments

Strawberry Jam

Preserves

jam-mango.jpgCondiments

Condiments

Mango Jam

Preserves

jam-mixed-fruit.jpgCondiments

Condiments

Mixed Fruit Jam

Preserves

jam-pineapple.jpgCondiments

Condiments

Pineapple Jam

Preserves

syrup-strawberry.jpgCondiments

Condiments

Strawberry Syrup

Syrups

syrup-caramel.jpgCondiments

Condiments

Caramel Syrup

Syrups

syrup-chocolate.jpgCondiments

Condiments

Chocolate Syrup

Syrups

Pack sizes vary by market. Case pack, barcodes and full specification sheets are issued to listed accounts.

In market

NITRA in store

Shelf presence across A-class and B-class outlets in the UAE, and the packing lines behind it.

NITRA shelf display — **The display wall**Every line we pack, together at our Dubai office.

**Pack detail**Print, seal and finish across the pulses and rice lines.

**Packing line**Filling and sealing at Ras Al Khor.

Trade exhibition stand — **Gulfood**Our stand at the Dubai World Trade Centre.

Sales team — **In store**Khaas basmati alongside the rice range in a UAE supermarket.

Full range — **On the shelf**Chakki Fresh Atta stacked in a UAE supermarket.

Portfolio

Seven categories, 100+ SKUs

Premium long grain

Basmati Rice

Zaiqa-E-Hind, Khaas, Amber 1121 Sella and Imperial, in 5kg, 10kg and 20kg, with handle packs.

Everyday staples

Non-Basmati Rice

Sona Masoori in gold, silver and parboiled, plus Ponni, Surti Kolam, Jasmine, Idli, Palakkadan Matta, Jeerakasala and biryani rice.

Milled

Flour

Chakki Fresh Atta, stone-milled for everyday roti.

Staples

Sugar

Refined sugar in 1kg and 2kg retail packs.

12 dishes

Ready to Eat

Dal makhani, dal tadka, chana masala, shahi rajma, paneer butter masala, palak paneer, pav bhaji, veg biryani and more.

Bakery

Rusk & Khari

Wholewheat, milk, jeera and cardamom rusk; butter and jeera khari.

16 lines

Mayo, Ketchup & Jams

Seven mayonnaise variants including eggless, plus ketchup, four fruit jams and three dessert syrups.

Across the range

One standard

Every line procured, cleaned and packed through the same supply chain, held to the same specification batch to batch.

Route to market

Retail and online channels

Over a thousand outlets across the UAE, plus direct-to-consumer and marketplace channels.

Retail — 1,000+ outlets

Lulu Hypermarket Union Cooperative Abu Dhabi Coop A-class supermarkets B-class supermarkets

Online

Noon.com · primary e-commerce amazon.ae nitrafoods.ae · D2C nitrafoods.com · D2C

NITRA operates under Nitra Foods Ltd. in the United Kingdom, with UAE distribution through Golden Rise Trading L.L.C.

Private label

We will pack under your brand

Your artwork, our lines

Retail packing on the same lines that run NITRA, using our film and our filling and sealing equipment.

Start with one SKU

Minimum order set by SKU rather than by category, so a retailer can trial a single line before committing.

Same sourcing behind it

Origin-backed product with the same batch record as our own brand, without you building a sourcing desk.

NITRA — our premium retail brand

Premium pantry, properly made

India’s finest Chakki Fresh Atta

UK, then the Gulf, then Europe

United Kingdom

GCC

Europe and beyond

The NITRA range

NITRA in store

Seven categories, 100+ SKUs

Basmati Rice

Non-Basmati Rice

Flour

Sugar

Ready to Eat

Rusk & Khari

Mayo, Ketchup & Jams

One standard

Retail and online channels

Retail — 1,000+ outlets

Online

We will pack under your brand

Your artwork, our lines

Start with one SKU

Same sourcing behind it

Want NITRA on your shelf?