Fairway General Trading LLC

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A subsidiary of FATHIMA GROUP OF COMPANIES (a company with a 46 year old history of multifarious and diversified business activities with over 26 business verticals).  Fairway General Trading LLC is now one of the leading names in the FMCG food distribution business in the UAE.

From the time of its inception the company has grown by leaps and bounds year upon year under the stewardship and visionary leadership of the  Chairman( Moosa Haji E.P.) and  the Managing Director (Sulaiman Haji E.P.) to become one of the leading names in the FMCG food business in the UAE.

In the formative years itself a conscientious decision was taken by the Chairman and M.D. that the company will be a marketing and sales organization and not a traditional trading house.

With this vision and direction provided from the Chairman and M.D the management has worked ceaselessly towards the creation of brand equity for the company, as well as for the brands and agencies acquired/obtained by it for the physical sales and distribution with in the UAE.

Always working in close coordination and guidance of the Principal companies the FMCG trading and distribution business has evolved into one of the leading marketing driven company that nurtures and develops brands as per the brand positioning strategies of the Principals and works relentlessly towards the acquisition of the targeted market share and position the brands aspire and deserves.

The company has now reached a stage, where apart from its own private label in certain core categories, it also represents some of the leading world branded food  and non food products in their respective categories from across the globe ranging from the Americas, Europe, Middle East, Asia, Australia and New Zealand.

Fairway General Trading LLC is a HACCP certified food distribution company and takes immense pride in its people, its infrastructure, its business associates , Principals and the brands and quality of services provided to its customers and the quality of product provided to the consumers.

With warehousing operations in all the major emirates and weighted market universe coverage of 66% spanning across all trade channels and geographical areas within UAE supported by a highly professional sales, merchandising, logistics, marketing, business development and technical support services teams, Fairway General Trading LLC has now become synonymous as the “quality product and service provider” for all Retail and Horeca needs of the UAE.

Association with Fairway General Trading LLC means that your brand is in the safe hands of professionals who share your vision of translating your brand into a high value intangible asset.


To be the leader in the FMCG distribution in UAE and ensure the best products and brands are available from across the globe for the consumers of UAE.


To the consumer : 
Offer highest quality products

To the trade :  Offer highest services standards

To our suppliers :  Offer long term partnership

To our employees : Offer a work environment where people grow & build their careers, where performance is acknowledged and rewarded and where the whole team works with one objective: Delivering quality service-each time, all the time.

To the community : Be an active participant in community welfare projects and Give back to the Society and the Nation

Our Brands:
Kwality Foods,  Karamat, Chandni Chowk, Fairway Diamond, Shabab, Fathima Gold, Fairway Nirmal, Marhaba, Muneera, Delta, Royal Cook, Nadan, White Rose, 111, 111taza, 11, Fariway Mr.Cook, Al Taj, Foodies , Cavallix, Bb By Berlin, Golden Drops, Malabar Emerald, Tdm, Coco And Cmp.