Brooks General Trading Co. L.L.C. is an established and a reputed company in Dubai primarily engaged in the trade of dry fruits. Founded in 1987 by Mr. Shamlal Chhabria, who had the prescience and vision of the emerging opportunities in dry fruit trade, leveraging Dubai as a “state of the art infrastructure” platform to conduct cross border business. Today, the strong foundation is being enhanced and embellished by his son Vishal S. Chhabria who is taking the company to new heights and has become a prominent trader in Dubai, known for the impeccable dry fruit quality, robust business partnership, strong and fair commercial acumen and most importantly an ability to conduct business with excellence and integrity. The company has a famous BRAND: DC BROOKS which is popular in India and has a motto: WE BELIEVE IN QUALITY. WE CARE AND IT SHOWS.
Key revenue drivers include, but are not limited to, dry fruits like almonds and pistachios. In 2007, Brooks Dubai embarked on an aggressive product line expansion strategy and added spices such as cloves, cassia, black pepper and turmeric to their business line. Under Vishal S. Chhabria’s leadership and proven commercial acumen, the enterprise has steadily grown in line with Dubai’s phenomenal transformation in to a modern and business friendly global trading hub for the 21st century.
The primary merchandise product line for Brooks Dubai for import and export includes: pistachios (in shell), pistachio kernels, almonds (in shell), almonds kernels, walnuts (in shell), walnut kernels, cashews, prunes, raisins, figs, popcorn kernels, cardamom, black pepper, cumin seeds, dry ginger, cassia, coffee beans and cloves. At the time of inception, the company was importing 25 containers p.a. of almonds, but thanks to entrepreneurial zeal and the ability of Vishal S. Chhabria to forge new and highly remunerative business partnership in addition to the large and growing regional country and consumer demand, this number exponentially increased to over 250 containers p.a. in short amount of time.
Today Brooks Dubai is one of the most preeminent and leading quality exporters of dry fruits and spices to countries including the GCC, India, Pakistan, Singapore and the Federation of Russia. Launched in 2011, Russia represents a phenomenal success story and a case study for the company. Brooks Dubai has garnered a 15% market share in Russia for almonds and pistachios in a short span of 5 years due to a strong business focus, distribution partnership strategies, business vision predicated upon cost, quality and turnaround time and most importantly creating significant buyer and consumer confidence.
In 2016, the company became one of the largest buyers of cloves from ZSTC (Zanzibar State Trading Corporation) which are subsequently exported to India. This is a testament to the strong “Business to Government” focus demonstrated by the company which reassured the Government of Zanzibar about their credentials and led them to be names amongst the large Government partners. In addition, aa part of the aggressive regional and global trading expansion strategy and product line diversification, under Vishal S.Chhabria’s astute leadership, the company has embarked upon dry fruits procurement directly from farmers leveraging robust and reliable representative partnership across the globe In key markets including the U.S., China, Australia, Tanzania, India and Vietnam.
In 2016, the company has diversified into the walnut business and has a successful business of 24 countries with 480 tons including shell and kernels.
Brooks Dubai has robust infrastructure designed to deliver on their exceedingly growing trading partnership and business volumes, which included a first of its kind, fully owns 20,000 sq. ft. cold storage facility for merchandise, in addition to a ‘state of the art’ 10,00 sq. ft. dry warehouse for non-refrigeration merchandise requirements. In 2017, as part of aligning infrastructure with business expansion, the company is in discussion to expand its logistical presence by procuring and additional 50,000 sq. ft. in the DIP or DIC area. In addition, the company recently opened a modern, contemporary retail/wholesale store in Al Ras, Dubai with the primary objective of supplying to supermarkets all over Dubai. The team is highly motivated, business oriented and there has been no staff attrition over the past 10 years. This is a testament to the company being seen as the “Employer of Choice” in this industry and there is strong and firm commitment to employee welfare by way of customised rewards and benefits and professional development. Over the past 10 years, the team has been suitably and adequately skilled and trained in order to enhance potential, which is evidenced by the multi-fold business growth Brooks Dubai has witnessed over the past decade.
Brooks General Trading Co. L.L.C’s Managing Director Vishal S.Chhabria is a dedicated and consummate entrepreneur, who is responsible for leading the global operations for the company and driving the mission strategy. He joined the business at a young age of 26 and single-handedly transformed the company into a Limited Company with a charter designed to deliver “market leading trading partnership” and quality products, which resonate with consumers across the globe. In just a decade, the company has exponentially grown the business and global footprint, designed to serve customers by establishing local market presence in Dubai, Mumbai and Russia, with view to establish an office in California, U.S.A in the coming years. To continue to move forward by creating a strong presence in key markets in the region and across the globe.
The company has delivered exceptional financial results, growing the revenue line from 298 million in 2014 to 390 million approx. in the year 2016. This is a very robust business performance especially in the context of the strong headwinds driving macro-economic volatility and recent geo-political developments creating business uncertainty in the region.
Brooks General Trading is embracing clean and renewable energy to actively support Dubai Government’s mission and has now embarked upon utilising solar panels as its primary source of energy. The company will implement solar panels in its cold stores as its main source of energy, which will not only support the clean energy initiative, but also deliver significant cost optimisation. By developing solar panels, driving change and supporting the environment, delivering business results in an optimal manner, Brooks General Trading is being a harbinger of change and a role model for companies and enterprises in the region. This is clearly a defining moment and an inflection point for the business and industry, which will deliver a pollution free environment to the communities, societies and people. This also mitigates the risk of disproportionate dependence on foreign sources, which are impacted by the current geo political/macro-economic environment.
Going forward, as part of the 2020 business expansion strategy, Brooks General Trading is aggressively evaluating, creating and packaging infrastructure for the entire product line for retail consumption. In addition, the company is strongly focusing on leading regional market trends relating to consumer behaviour and product references and appeal, with a view to craft a product proposition targeting small local business vs larger retail chains. Creating a product strategy via distribution in the larger market will deliver exponential revenue growth and create significant brand presence and build business differentiation across the current competitive landscape.