Irfan Kaniyattayil
Executive Director and partner
Al Oufuq Al Wadhih Trading Co LLC
Muscat, Sultanate of Oman
One of the emerging names in the FMCG industry in Oman is Irfan Kaniyattayil, the Executive Director and partner of Al Oufuq Al Wadhih Trading Co LLC. With entrepreneurship in his blood, this young businessman leaves no stone unturned to gauge the pulse of customers and with a hawk’s eye he analyses market trends to launch new products and expand the ambit of his company with which he has been associated for the past 18 years.
A Journey That Began in Peravoor
Irfan is from Peravoor in Kannur District and he is the son of Abdul Majeed, a veteran entrepreneur having more than three decades of experience in the Sultanate, and Shareefa, a homemaker. He did his BBA at Irshadiya College in Feroke, Kozhikode and during his student days, he was very much involved in social causes. He used to interact with activists such as Medha Patkar, Mayilamma and so on and visited the sites of the Narmada Bachao Andolan and anti-Coca-Cola agitation in Plachimada to show solidarity.
It was in 2008 that he came to Oman and joined Al Oufuq. It was his first visit to the Sultanate on a work visa as his previous jaunts were to visit his father who was doing business there.
Recognising his vision, innovation and razor-sharp strategies, he was promoted as Sales Head in 2010 when he was just 22 and there were 10-18 staff working under him. Irfan proved his mettle by increasing sales by 30 percent and ensuring proper payment to suppliers. It was because of his hard work and strategies that the company became non-reliant on banks in line with Shariah practices regarding finance. He also placed utmost emphasis on the quality of products and introduced new trading practices. He was also keen to understand the changing taste of customers and the fluctuations in the market. Gradually, he went up the ranks to become the partner of the firm, which now has 72 employees, including Omanis.
Al Oufuq in a Nutshell
Within a short span, the company has earned a coveted place in the Omani market by selling a whole gamut of top quality fast moving consumer goods and hospitality products. It has always ensured that its portfolio remains comprehensive. The three hallmarks are commitment to quality, reliable distribution network, customer-centric approach and sustainable growth.
There are two primary distribution hubs in Muscat and Salalah apart from having additional sales depots in Buraimi, Kasab, Kaburah and Ghala. There is a team of more than 60 dedicated professionals to ensure the timely supply of commodities. It has a diverse fleet of trucks and vans to ensure the timely delivery of goods across the country. From small vans for deliveries in local areas to large trucks for transporting goods in bulk to faraway destinations, the company has the right vehicle to suit the purpose. The company also gives priority to learning and development of the sales team so that they remain competitive. There are rigorous training programmes that helps them keep abreast of the market trends and sales techniques. They ensure long-lasting partnerships with clients and partners across the nation.
The brands from their stable include: Ajmi, Amis, Toy Box, Tasty Malabar, Kustie, Kozhikodens, Sera, Bakers, Primiyo, KML, Baraka, Azhagi, Bembo, Itc, Kellogg’s, Lale, Toy Mix, Ruwahi, Sapphire, Chico Milko, Coco Candy, Golden Mark and Tasty Food. The company is going to introduce some bigger brands in confectionary to expand sales in modern and traditional trade before the end of 2026.
Journey of Innovation
It was in 2016 that Irfan started his own agency in Muscat. He credits his partner Mr Abdul Rasheed for the success of the venture. The same year, he began to sell their signature products in the Oman market. It was in 2016 that he started his own product named Tasty Malabar. Two years later, Ajmi hit market shelves. Then he focussed on confectionary items and in 2019, Toy Box was introduced.
He then went on to start an exclusive agency for Kellogs Noodles. All his choices were based on careful market analysis, customer tastes, and other data. He was also successful in tweaking the Omani palate by popularising Kerala delicacies such as banana and tapioca chips. Slowly, the focus of the company is shifting non-food products.
Family and Passions
Irfan believes that relationship is the key to success both in personal and business life. He is passionate about travel and has visited 48 countries so far. More than globetrotting, each journey to a particular destination is also about understanding new products and finding ways to expand the business. He also makes it a point to attend trade expos around the world. Irfan is supported by his better half, Fayisa, a Commerce graduate. They have three sons and a daughter. Their eldest son Muhammad is in Class IX. The second son Hamdan is in Class VI and the third Yahya is in Class I. Their daughter Leya is one and a half years old. Irfan is in the SMC of Indian School Darsait and the head of HSE, Transport and Alumni. Deeply committed to social causes, he is also in the Central Committee of Pravasi Welfare and is the head of Women’s Empowerment.
Contact Information
Mobile: 7907437773
