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  • Through its prolific brand, ‘Date Crown,’ Bait Al Tamur Co have become the largest date distributor in India and looks to further enhance its robust growth mechanism

    Published on January 27, 2022

    Over the years, the eminent date brand has been flourishing in India alongside thriving globally in 35 other countries

    Prominent food wholesaler Bait Al Tamur Co, pioneer of dates trading in the country and having a PAN India presence, has experienced exponential growth over the years. Initially starting with only one type of date, the company today has massively expanded to sell 50 date varieties, becoming the largest importer of wet dates in India.

    Specializing in black dates, the most premium range available globally, Bait Al Tamur Co procures the best quality dates directly and freshly from the farms of the UAE, Iran, Iraq, Tunisia, Jordan, Oman, and Saudi Arabia. While the company forayed into the Indian FMCG sector, seeking to transform the dates market prolifically, it is still committed to producing and trading 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.

    Rajal Ashar – Managing Partner – Bait Al Tamur Co, said, “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.

    Krishnakshi Ashar – Partner – Bait Al Tamur Co, said, “It is essential for a company to keep up with the changing times and evolve with them. At Bait Al Tamur Co, we firmly believe in creating opportunities and putting modern techniques, more competent and new methods in place to timely and successfully cater to the growing consumer market for dates in India.”

    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.

    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. These two substantial pillars behind the smooth and seamless operations of Bait Al Tamur Co in the country aim to scale even greater heights of success in the future.

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