Eastern

Eastern, an iconic brand with its roots from Kerala, has undertaken a 40-year journey of continuous evolution and expansion. The brand forayed from spices and is today a brand of choice in spices for Malayalis in Kerala and across the globe. Eastern expanded its play from spices to larger food segments, leveraging its brand equity and distribution muscle.

Eastern is amongst a select-few brands in the country that engages in direct-to-retail operations, covering a massive 50,000+ outlets in Kerala alone, thereby ensuring agility in operations, product freshness and a unique deep-market connect. Eastern’s expansion onto the global scene has been exceptionally successful, propelled by its localised strategy. The introduction of the Arabic range in the Middle East resonated profoundly with the regional consumers, garnering immense popularity. The brand persistently explores fresh avenues in both domestic and international markets, strengthening its position in the broader foods sector. With products accessible to consumers in over 42 countries, its reach spans far and wide, embodying a commitment to catering to diverse tastes and preferences globally.

With its strategic vision of growing strong, market-leading, regional brands, Orkla India acquired Eastern in 2021, through its Indian subsidiary, MTR.