Bradma Group has announced the launch of Zeeba, a premium basmati rice brand from India, in Qatar.
Zeeba, produced by Supple Tek Industries Private Limited, is described as an “aromatic, long-grained and delicately flavoured rice that suits the tastes of people all over the world”.
Bradma Group is a leading importer of rice in Qatar.
Addressing a press conference in connection with the launch of the new product in Doha, Bradma Group executive director Mohamed Hafis said Zeeba comes from the renowned rice-growing area in the foothills of the Himalayas in India. Nurtured in lush green paddy fields, it is known for its “delicate aroma, grain length and delicious taste, and is processed using state-of-art technology and by maintaining strict hygiene and quality control standards”, it was observed.
The rice is available at all leading hypermarkets and supermarkets in 5kg, 10kg and 20kg packs, with 1kg and 2kg options to be introduced soon, according to K L Hashim Mohamed, chairman of the group. 
The new product comes with promotions at hypermarkets and supermarkets, he added.