From Humble
Beginnings to
Industry Leader
in Oman
B.K. Latheef
Director, KV Group International
After his studies in Kerala, Mr. Latheef first reached Saudi Arabia in 1993 to start a small business. Three years later he joined KV Group in Muscat. From 1996, Mr. Latheef has been working in the company in various capacities and today he is a Director of the company.
Early Beginnings: Mr. Latheef began his entrepreneurial journey in Saudi Arabia in 1993 before joining KV Group in Muscat in 1996.
Mr. Latheef has been contributing immensely to the efforts of his brothers Mr. Abdul Jabbar and Mr. Abdul Vahid to build a company that has today become a business conglomerate contributing to the food security of a nation.
Leadership Role: He has held various positions within KV Group and is now a Director, contributing significantly to the group’s success.
KV Group's remarkable journey in Oman began in the early 1990s with a modest retail operation. Guided by the founders' visionary leadership, and the support of the local sponsors, group rapidly expanded its footprint, establishing itself as a key wholesaler in the Central Fruits and Vegetables Market by 1997.
Known for delivering fresh, organic produce to discerning customers, KV Group supplies major hypermarkets like Lulu and Carrefour, securing its position as a trusted name in the Omani market. In 1990, the launch of Suhol Al Fayha marked a significant milestone, with the brand swiftly becoming a leader in the fresh produce industry. With over three decades of experience, Suhol Al Fayha is recognized for its reliability, quality, and innovation, continually investing in technology and infrastructure to maintain its industry-leading status.
Foundation and Growth: KV Group started as a modest retail operation in the early 1990s and expanded rapidly to become a key wholesaler in Oman’s Central Fruits and Vegetables Market by 1997.
The group's retail arm, Al Fayha Markets, includes various formats such as supermarkets, hypermarkets, and convenience stores, with Anhar Al Fayha incorporated in 2006. KV Group's commitment to responsible retailing is evident in its focus on offering a broad selection of high-quality products, fair prices, and a clean, safe shopping environment. Anhar Al Fayha also caters to hotels, restaurants, and shipping service companies, providing top-notch foodstuff materials and maintaining international standards through a skilled team of professionals.
In 2005, KV Group ventured into organic farming under the expertise of Indian agriculture scientist Giridhar. Today, the group cultivates 180 hectares of land with 64 different organic vegetables, achieving premium market prices. Notably, they set a record yield of 11,000 tonnes of tomatoes in one season and now supply 40% of the Sultanate's fruit and vegetable needs. The group also imports 60% of its vegetables from countries like China, South Africa, and India, utilizing 10 daily cargo flights. With a fleet of 250 vehicles and 1,500 employees, KV Group is well-equipped to meet market demand and has plans to expand into the Kingdom of Saudi Arabia.
Industry Leader: Known for its fresh, organic produce, KV Group supplies major hypermarkets like Lulu and Carrefour and is renowned for its Suhol Al Fayha brand.
Looking ahead, the group is set to launch Fayha Fresh, a fresh juice brand, and plans to introduce cut fruit products. In 2019, KV Group acquired Kuriya Muriya Trading LLC, a well-known distributor of frozen and chilled products. With a strong reputation and advanced infrastructure, Kuriya Muriya has enhanced its operations, serving both retail and wholesale markets under KV Group's leadership.
Another notable division, Al Naseem International Trading & Contracting LLC (Nasplast), established in 2005, specializes in biodegradable plastic packaging materials. Operating a multi-specialty manufacturing facility in Sohar, Oman, Nasplast produces high-quality polythene bags, rolls, and sheets, serving various industries. With a production capacity of 3,600 tons per annum, Nasplast is committed to innovation and quality, supported by a state-of-the-art lab and a dedicated team.
Kovic General Trading, established in 2017, focuses on retail business development in the UAE, collaborating with local farms to distribute produce. Suhol Al Fayha UAE, serving as a sourcing center and wholesale division, has been instrumental in the group's growth, providing consistent supplies of fresh fruits to customers in Oman and the UAE.
Organic Farming: Since 2005, the group has cultivated 180 hectares of land with 64 types of organic vegetables, achieving record yields and supplying 40% of Oman’s fruit and vegetable needs.
KV Group's evolution from a humble retailer to a market leader highlights its dedication to quality, innovation, and customer satisfaction. As the group continues to grow and expand, it remains a beacon of excellence in the industry, setting new standards and achieving remarkable milestones.
Mr. Latheef is married to Muneera Latheef and they have three children. Their eldest daughter is Irfana Latheef who is now married. Their second child, son Irfad Latheef, is doing his second year graduation and the third child, Ameena Latheef is doing her first year degree.
