Exhibiting at International Food & Drink Event (IFE) 2025

Setara Ltd is a UK-based importer, distributor, and wholesaler of premium Basmati rice, specializing in authentic, long grain varieties sourced from the fertile plains of the Indian subcontinent. Headquartered in London, Setara has established itself as a trusted name in ethnic and mainstream food distribution channels across the United Kingdom and select European markets. The company is committed to delivering consistently high-quality rice products that meet the standards of both professional kitchens and home consumers.

Core Business and Product Portfolio

Setara’s business centers around importing, branding, and distributing premium-grade Basmati rice. The company's curated product range includes:

• Setara Supreme – Extra Long Grain Basmati Rice with aged aromatic grains ideal for gourmet cooking
• Setara Golden Basmati Sella – Parboiled Basmati Rice with a firmer texture and rich golden color, preferred in professional catering
• Setara Classic – Premium Extra Long Grain Basmati Rice known for its softness and length
• Setara Brown – Whole Grain Basmati Rice for health-conscious consumers seeking higher fiber content

These rice variants are packaged in a variety of retail and bulk formats, catering to households, restaurants, and wholesale buyers.

Unique Selling Proposition (USP)

• Single-Origin Sourcing: Rice is sourced from trusted farming regions in Punjab (India and Pakistan), known for producing some of the world's best Basmati
• Aged Rice Selection: Products are made from aged rice (up to 24 months), enhancing aroma, elongation, and non-stickiness after cooking
• Strict Quality Control: Multi-level quality inspections from procurement to packaging ensure purity and consistent grain size
• Cultural Authenticity: Packaging and branding reflect South Asian culinary traditions, appealing to diaspora communities and ethnic retailers

Market Reach and Distribution

Setara products are available throughout the UK in:

• Independent ethnic supermarkets
• Asian food wholesalers
• Cash & carry networks
• Selective online retail platforms

The brand also maintains a presence in niche European markets catering to South Asian and Middle Eastern consumer bases.

Operational Strength and Supply Chain

Setara Ltd leverages an efficient import and warehousing system to manage logistics and ensure product freshness. Key operational capabilities include:

• Containerized Imports: Regular shipments from rice mills in South Asia
• UK Warehousing & Fulfillment: Facilities near London for rapid distribution
• Private Label Services: Offers custom branding solutions for partners and wholesalers

Brand and Customer Engagement

Setara operates under its flagship brand “Setara,” which translates to “star” — reflecting the brand’s premium positioning in the rice segment. The company maintains active communication and customer engagement through:

• Social Media Channels: Used to share recipes, health tips, and product spotlights
• Community Engagement: Sponsorships and participation in cultural events such as Eid bazaars, Diwali melas, and halal food festivals

Certifications and Quality Assurance

While not explicitly listed online, Setara’s operational profile and distribution channels indicate likely adherence to:

• FSA UK food safety and import regulations
• Halal Certification for retail sale in Muslim-majority neighborhoods
• ISO-aligned procurement standards through partner mills in South Asia

The company may also conform to EU import norms and food packaging regulations where applicable.

Customer Feedback and Retail Impact

• High Shelf Turnover: Known for quick movement in ethnic grocery stores due to flavor consistency and trusted heritage
• Consumer Loyalty: Repeat purchases driven by aroma, fluffiness, and authenticity
• Positive Online Sentiment: Users praise the length, grain separation, and fragrance of the rice after cooking

Testimonials from store owners suggest Setara’s product is “on par with leading brands but more competitively priced.”

Strategic Outlook and Future Plans

• Portfolio Expansion: Potential to diversify into ready-to-cook rice blends and flavored rice lines
• Retail Growth: Focus on expanding presence in mainstream UK grocery chains
• Geographical Expansion: Exploring opportunities in Ireland, France, Germany, and Scandinavia via ethnic food importers

Setara Ltd continues to uphold the culinary tradition of premium Basmati rice while delivering modern distribution and branding excellence. With a focus on quality, authenticity, and community, Setara is positioned as a reliable supplier in the competitive rice category of the UK’s FMCG and ethnic food market.