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The long and rich history of a successful ice cream company in the Arabian Gulf:

PURE ICE-CREAM CO. L.L.C, (PIC) makers of the well known Kwality brand of ICE-CREAMS is arguably the oldest food manufacturing company in Sharjah, United Arab Emirates; definitely one of the first few pioneers in food manufacturing in U.A.E and in the Gulf; in ice creams category the company is the first in the entire region.

The company’s brand Kwality Ice Creams are widely distributed and marketed U.A.E., Oman, Qatar and Bahrain; the ice-creams are also exported to many other countries; well known for its quality and taste, Kwality ice-creams are long time favorites of the region.

Kwality ice-creams have a rich history of being available in the region, along the time oil made its foray into benefiting the economy. Very long back Kwality ice-creams were brought into the region by air planes from Bombay and sold off on the tarmac; at that time cold chains and even electricity were not stable. The pioneering effort of Kwality of India has made this possible - along with a string of ventures in the Gulf. The historical Indian ties with the region in general and U.A.E. in particular is aptly reflected in the history of PIC.

PIC has the distinction of having been started even before the Company Law was enacted in Sharjah and was formed by a direct decree by the Rulers; the Company is a pioneering venture from Kwality of India, in association with HIS EXCELLENCY SHEIKH FAISAL BIN KHALID MOHAMED AL QASIMI. The venture was thanks to the vision of HIS EXCELLENCY the Sheikh to bring industrialization to the region.

PIC started as a joint venture between Kwality Frozen Foods Ltd from India and prominent, well known local business houses. Presently it is fully owned by the well know Graviss Group of Bombay, India (www.gravissgroup.com).

Graviss Group was founded in 1945 and is a pioneer in the Hospitality and Foods business domains. The Group directly employs in excess of 800 people across all the regions in India and the Middle East. The founder of Graviss Group was given an award for lifetime achievement by the Hotel Federation. The innovative group boasts of success in its association with brand names like Intercontinental Hotels, Mayfair Hospitality, Coal Grills, Kwality Ice-creams, Rich’s of U.S.A., Baskin Robbins, Italics and others.

PIC has a solid track record of quality, with a HACCP accreditation (Hazard Analysis and Critical Control Points) from RWTUV, Germany for Manufacturing and Distribution of Ice Creams. PIC also has the HACCP certification locally - qualifying under the stringent and ever watchful Sharjah Municipality Food Control Section.

PIC manufactures every category and variety of ice-creams - 125 product lines, 20 different varieties in the family tubs range, fun items in the impulse range with ice candies, milk ices sticks, chocolate bars and an exciting range of cups, cones, sundaes and exotics. The Kwality signature Kulfie range is a market leader; the Kwality ice-cream cakes and cassatas are all time favorites. Kwality also has an exciting premium range and a health range.

PIC has grown substantially under the Graviss Group and has ambitious plans for growth in the region.

PIC and its brand Kwality ice-creams are a dependable resource in the economy of U.A.E., doing its job well, quietly and competently.

© Copyright 2009.PURE ICE CREAM CO. LLC. All rights reserved.