Fish Fry Dry partnered with UNBX Global under the GMEA (Global Market Entry & Acceleration) Program in a strategic alliance to develop its presence in the UAE and broader Middle East region. In this venture, the two aim to strengthen the export position of the brand and implement a formal entry strategy for one of the fastest-growing consumer markets in the region.
Fish Fry Dry provides ready-to-eat dried fish in the form of conventional preservation technology and advanced drying technology. Through humidity, air flow, and moisture management, the company supplies high-quality products that preserve the original taste of fresh fish but conform to current standards of safety, shelf life, and convenience.
With global demand for high-value natural and convenient seafood products still on the upswing, the Middle East represents a potential growth area. There has been increased interest in premium dried fish products from the region based on a huge expatriate community, changing consumer patterns, and increasing modern retailing infrastructure.
A key impetus for this change is the wide presence of South Indian and coastal communities across the UAE and Middle East. These communities have a strong cultural predisposition towards seafood, especially dried fish. Secondly, the coastal flavors in Fish Fry Dry’s products are a natural sell in these markets.
The affordability of the product and also its convenience, either as a flavor-filled snack or as a tasty accompaniment to a plain meal, add greater appeal to it across various consumer segments.
With this alliance, UNBX Global will provide Fish Fry Dry with market research, product registration, logistics, warehousing, and distribution channel establishment. The goal is to facilitate a hassle-free market entry and establish a viable presence across the UAE’s major retail and HORECA channels, as well as neighboring markets.
The GMEA Program aims to enable Indian brands to develop strategically through access to markets, regulation assistance, and go-to-market execution in foreign markets. For Fish Fry Dry, the alliance represents an important step towards having its products on international shelves with regular quality and brand recognition.
Through its partnership with UNBX Global, Fish Fry Dry will emphasize compliance, regional localization of label and packaging, and strategic partnerships in distribution to meet regional demands. The initial part of the expansion will center on the UAE, then go for phased expansion to other markets in the region.
Commenting on the partnership, Wasim Khan of UNBX Global said, “The Southeast Asian countries are utilizing their coastlines brilliantly through maritime and seafood industries. With India’s vast coastline, it’s about time we accelerate. We saw, we tasted, and we were sold, this association is one of the most exciting ones for us.”
This partnership is a sign that Fish Fry Dry aims to broaden its footprint in foreign markets through systematic, partnership-driven strategies rather than piecemeal exports.
