Masafi extends portfolio with the launch of Premium Basmati Rice

Press release
Published August 3rd, 2011 - 09:37 GMT

Reinforcing its portfolio of pure, natural and world-class products, Masafi – the leading food and beverage brand across the Gulf and Middle East, today announced the launch of its Premium Basmati Rice brand. The launch of the select basmati rice is part of Masafi’s mandate to become a complete FMCG company. 

The 100% natural Masafi Select Premium Basmati Rice is the finest quality basmati offering an unique aroma, authentic taste and pure goodness that is identified with all Masafi products. A rare gift of nature, Masafi Select Basmati Rice is sourced directly from the foothills of the snow-clad Himalayan mountain range in India. 

Each grain of Masafi Rice embodies all the attributes of a true basmati – smooth, pearl, extra fine and extra long. The average grain length of Masafi rice is 8.34mm, compared to other basmati rice which averages around 7mm. 

In comments on the launch, Ms Natascha Edelmann, Head of Marketing, Masafi, said: “We are pleased to augment our world-class product portfolio with the Premium Select Basmati Rice. Since time immemorial, Basmati Rice has been on Royal Menus of various cultures and we are happy to bring Masafi to this elite table. Coming with a superior characteristic taste/aroma, hygienic packaging and sublime taste, the fat-free and healthy Masafi Select Basmati Rice is set to delight gourmets and food connoisseurs across the region and beyond with its delectable aroma.” 

“The all-new Masafi Select Premium Basmati Rice perfectly espouses the brand values that we as a company passionately believe and embrace. The rice is a perfect balance that promises an alluring taste, and promises good health. The launch of our Select Basmati rice brand is a major step in our vision to become a complete FMCG company and conquer more share of consumer hearts in the process,” she added. 

The Masafi Select Premium Basmati Rice is 99 per cent fat free, cholesterol free, gluten free and salt free and offers high nutritional content. The brand team has developed a strong media plan including print, above-the-line, point-of-sale and outdoor advertisements for the campaign, apart from free sampling and special Ramadan offers. 

Reinforcing the company’s reputation for quality and excellence, the Masafi Select Premium Basmati Rice is expected to cast a never-ending spell and an unforgettable experience. For free home delivery, please call Masafi toll free 800 5455; and for more information, please log into

Background Information


Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for over three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. 

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