Prior to the pandemic, the FMCG Industry had been through a couple of challenging years with significant changes in the market that included implementation of VAT (Value Added Tax) and Excise Tax. This had caused aggressive promotional campaigns by manufacturers and retailers to compensate for their sales losses and maintaining market share. The total sales of goods sold through discounts and special offers had reportedly reached approximately 47 percent of total volume sales in the UAE.
However, in FMCG distribution the ‘pain points’ have never changed. It has always been about supplying the right quality product at the right price for the market and at the right time. This is why Quadrant International believes in being consistent. This has happened by creating long term trusted relationships with suppliers and customers. Majority of the company’s suppliers are from its early years and understand requirements for product quality and timely supply.
Driving Excellence
Quadrant International is positioned strategically as an FMCG distributor covering both the retail and foodservice channels. Its customers consist of large private retail chains, National Fuel station C-store chains, 5 & 4 star hotels, Gourmet restaurant chains, National Airlines and Fast Food chains. In terms of Products, exclusivity is one of its most important criteria. The company consciously chooses products to which it can add value and which add value to its distribution portfolio. “In terms of customers, we chase quality not quantity.
From the outset we realized that quality of our customers took precedence over sheer number of customers. We knew our strengths and have leveraged them to build slowly and steadily a customer book comprised of A grade clients spread across modern trade & foodservice channels. In simple terms, we look at quality in everything we do - quality products supplied to quality customers”, mentions Dipu Muralidharan Nair, MD, Quadrant International.
Quadrant International’s portfolio is comprised of a sizeable snack food range imported from Oman and KSA. The Omani manufacturer is one of the very few across the region who manufactures the range using specially selected European origin ‘Low-sugar’ chipping grade potatoes. Its ‘ready to eat’ Popcorn range from KSA is air-popped, gluten free and 100 percent whole grain with no artificial flavours and is an ideal healthy snack for kids or adults. The company’s Crispy Fried Onions are made in the Netherlands from the biggest such factory in the EU.
They are GMO-Free, Halal and Kosher certified and because the factory has its own Onion farms the product is 100 percent traceable from farm to retail shelves. “The other range we do is Indian origin Fruit Puree which is a very versatile product and has multiple applications including preparation of Cocktails and Mocktails, smoothies, dessert toppings, and baking applications”, he adds.
Unique Approach
Quality is paramount for products in the company’s distribution portfolio. It is a HACCP certified company since the early years and is very conscious about the critical control points of its operations including receiving, storage and dispatch which are constantly reviewed, documented and necessary corrections implemented. The company has an approved supplier list which consists of factories which have a high level of automation and have all the necessary certifications including HACCP, BRC, ISO, Halal, and more. “We have a schedule of regular factory visits to ensure adherence to set standards and address any & all compliance requirements- statutory and regulatory”, mentions the MD.
We knew our strengths & have leveraged them to build slowly & steadily a customer book comprised of A-grade clients spread across modern trade & foodservice channels
The company assesses customer needs in detail by asking questions, listening to their requirements, and understanding their pain points. This helps Quadrant International gather information to tailor offerings to their specific needs. Based on the needs assessment, it develops a customized solution proposal for the client. Once the solution proposal is presented to the client, negotiations may take place. This involves discussing terms, pricing, quantities, delivery schedules, and any other relevant details. The goal is to reach an agreement that satisfies both parties and sets the foundation for a mutually beneficial partnership. “After the initial delivery, the focus shifts to building a long-term relationship with the client. This involves providing ongoing customer support, addressing any concerns or issues that arise, and maintaining regular communication”, says the MD.
Future Endeavours
For the future the company will continue with its proven strategy of partnering with reliable, trusted suppliers, supplying high quality products that the market seeks, and delighting customers with service levels. “From this year onwards we are looking to further expand our retail distribution with entry into certain key retailers who have the customer demographic that we seek for our planned future brands and categories. In terms of additions to Product Portfolios we are now looking at health and wellness oriented range of Food and Beverage products from the UK, EU region and the United States”, concludes the MD.
Dipu M.Nair, Founder & Managing Director
Dipu M.Nair, a highly accomplished and dynamic business leader is the Founder and Managing Director of Quadrant International, a leading fast-moving consumer goods (FMCG) company. With 20 plus years background in the industry, Dipu has successfully positioned the company in the UAE’s FMCG sector through strategic vision and operational excellence. Throughout his career, Dipu has demonstrated exceptional leadership skills and an unwavering commitment to driving growth and profitability. With a keen understanding of consumer trends and changing market dynamics, he has spearheaded innovative product development initiatives, resulting in a diverse portfolio of high-quality brands that resonate with consumers across various demographics. His customer-centric approach has strengthened the company's relationships with retail & Foodservice partners and enhanced its distribution networks, ensuring widespread availability of its products. With his extensive industry knowledge, and a track record of delivering exceptional results, Dipu M.Nair continues to lead Quadrant International to new heights, driving innovation, profitability, and customer satisfaction in the UAE’s highly competitive FMCG market.
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