Home

About Tru Brands

Tru Brands is a dynamic consumer products company representing some of the world’s most trusted and beloved names in household, kitchenware, and lifestyle essentials. Our portfolio proudly includes KAI – Japan’s iconic brand of precision knives and grooming products; Jimmys – India’s fastest-growing ready-to-drink beverage brand redefining mixology; Milton – a household name renowned for innovative thermoware and kitchen storage solutions; and Hawkins– a heritage brand synonymous with high-performance pressure cookers and cookware & Firefox ( Hero Group company) for their road / mountain bikes etc.

With over 30 years of combined experience in the Retail and FMCG segments, Tru Brands brings deep market insight, strong partnerships, and operational excellence to every collaboration. As an ISO 9001:2015 compliant company with its head office in Dubai, we are committed to delivering quality, innovation, and trusted global brands to homes across the Middle East and beyond.

At Tru Brands, the Fast-Moving Consumer Goods (FMCG) sector is at the heart of our business. We specialize in bringing trusted, high-quality everyday products to consumers across the Middle East, representing globally recognized names such as Kai, Jimmys, Milton, and Hawkins.

With over 30 years of combined experience in retail and FMCG, our team understands the region’s evolving consumer behavior, market dynamics, and distribution networks.

At Tru Brands, distribution is the backbone of our operations. We specialize in building efficient, reliable, and scalable distribution networks that connect global manufacturers with retailers and consumers across the Middle East. With experience in managing diverse retail and FMCG channels, we ensure seamless product flow, market reach, and consistent availability.

Tru Brands is committed to delivering excellence through strategic partnerships, timely deliveries, and strong market presence.

At Tru Brands, we provide forward-thinking consultancy designed to help brands thrive in the fast-evolving Middle Eastern market. Our expertise spans market entry, brand growth, retail expansion, and distribution strategy, empowering businesses to unlock their full potential. With decades of hands-on experience and deep regional understanding, we deliver insight-driven, actionable solutions that turn opportunities into success stories. From strategy to execution, Tru Brands partners with companies to create meaningful impact and long-term value in every market we serve.

P O Box: 1248 I Dubai I United Arab Emirates