In 2003, Pran, a leading food processor and conglomerate in Bangladesh, made its first foray into the United Arab Emirates (UAE) market.

The company purchased a second-hand car from a shop in Sharjah for 15,000 dirhams (around Tk 5 lakh) and hired one Bangladeshi employee to run its operations.

The modest business model meant the company could offer only three products: a lychee drink, chanachur, and puffed rice.

"The early days of the business were quite challenging, as Bangladeshi products had no presence in the UAE market, which was dominated by Indian and Pakistani items," Ahsan Khan Chowdhury, chairman and chief executive officer of Pran-RFL Group, told The Daily Star.

However, those days are firmly in the past. Currently, Pran has expanded its range of offerings in the UAE market to 950 items, demonstrating the brand's strong presence in the Middle East.

From small grocery stores to supermarket chains, Pran's diverse range of products has become a household name among the South Asian diaspora and beyond, with sauces, noodles, juices, spices, mustard oil, coconut water, biscuits, and puffed rice being the most in-demand items.

"Now, more than 1.5 million Bangladeshis in the UAE are our customers. When we started our business in the UAE, expatriate Bangladeshis were our initial target demographic. Once we reached them, we targeted South Asians and local consumers," Chowdhury said, adding that many Nepalis, Arabs, and Filipinos now regularly enjoy their products.

In the 2023-24 fiscal year, Pran exported products worth $245 million to the UAE through its dealer, Emerging World Group, a Dubai-based company that markets Pran's products across the Middle East, Europe, Africa, America, and Oceania.

Emerging World Group has expanded its workforce to 735 employees and operates a fleet of 350 vehicles, ensuring the smooth sales, marketing, and distribution of products.

Chowdhury mentioned that Emerging World is working on securing a large bank loan. If approved, there are plans to establish a manufacturing unit in Dubai.

At present, most products are imported from Bangladesh, while some are sourced from contracted manufacturers in other countries, he added.

Chowdhury believes Pran's commitment to quality and affordability has played a significant role in its rapid growth.

During visits to multiple hypermarkets and supermarkets — including Nesto, Al Madina, and Mark and Save in Dubai, Ajman, Sharjah, and Sanaiya — on Tuesday, it was seen that Pran products were prominently displayed on shelves.

Mohammad Sajjad Hossain, marketing manager of an Al Madina outlet, said they have been selling Pran products for nearly eight years and currently offer 240 items.

He added that Pran's customer base includes not just Bangladeshis but also consumers from India, Sri Lanka, Pakistan, Nepal, Bhutan, and various Middle Eastern countries.

An official at a Nesto store said they have been selling Pran products for many years and now offer 82 items. Due to customer satisfaction, sales of Pran products are increasing, he added.

COMPETITORS, PROSPECTS AND CHALLENGES

However, competition in one of the world's most luxurious destinations is stiff.

In the beverage market, Pran's competitors include Rani, PepsiCo, Coca-Cola, and Star. In the spice category, the main competitors are Pakistan's Mehran and Shan, along with South Indian companies like Vijaya. In the noodles segment, key competitors include Indomie, Maggi, and Buldak.

"We are the market leader in mustard oil, although some small Indian companies are entering the competition," Mizanur Rahman, executive director of export at Pran Group, told The Daily Star.

"There is also a huge opportunity for us to expand in the Bangladeshi, Indian, Filipino, African, and mainstream Arab markets. To achieve this, we are focusing on product promotion and developing products tailored to their needs," he said.

"We have prepared products specifically for Filipino, Thai, African, and Arab communities based on their preferences.

"We are optimistic about performing well in these segments in the coming days. This is a $46 billion market, and the main challenge is branding.

"The more we promote our country, the more confidence we will gain from mainstream customers. The governments of Turkey, China, and India are investing heavily in branding."

Currently, Pran has expanded its range of offerings in the UAE market to 950 items, demonstrating the brand's strong presence in the Middle East

Rahman further stated, "We need to work on product quality, pricing, packaging, and promotion to strengthen our position in the market."

To that end, Pran-RFL Group chairman and CEO Chowdhury is showcasing a variety of products at the ongoing Dubai Gulf Food Fair.

He said they attended the fair to introduce new products and attract new customers.

"This time, we gained some customers from Libya and Iraq. These two countries could be good markets for Bangladesh," he remarked.

Pran products are now exported to 145 countries worldwide. In 2024, the company exported goods worth $377 million.