At the World Food India 2025 in New Delhi, Diplomatist Magazine caught up with Sanah Nadi, who is heading the Sales & Marketing division at Nadi Food. Representing the second generation of the family-led brand, Sanah shared Nadi’s inspiring journey from its humble beginnings in Germany to becoming an international food company with a diverse product range loved across Europe, Australia, and beyond.
From Hamburg to the World
Founded in 1994 by CEO Fawad Nadi, Nadi Food began with a simple yet ambitious goal: bringing premium Basmati rice to mainland Europe. Starting out with a chain of supermarkets in Germany that offered Indian, Turkish, Arabic, and Persian food products, the company soon launched its own label—Nadi.
“Within these 31 years, our product palette has expanded to over 50 products,” Sanah shared with enthusiasm. “We’ve always tried to stay true to our roots while meeting global tastes.”
Today, with headquarters in Hamburg, Germany and production facilities in Iran and Afghanistan, Nadi Food has built a reputation for high-quality products that balance authenticity with modern packaging and appeal.
A Rich and Diverse Product Line
Nadi’s offerings span a wide spectrum of kitchen essentials and specialty items. From Iran, the brand sources pickled products, canned goods, pulses like chana dal, dried herbs, traditional sweets, cookies, fruit leathers, dates, and saffron. Afghanistan adds to the palette with premium dried fruits and world-class saffron.
The Nadi brand itself also covers teas, oils, salad dressings, and other daily-use staples, making it a complete food solutions provider for global kitchens.
A First for India
While Nadi Food has been a regular exhibitor at international expos such as Anuga (Germany), Gulfood (Dubai), and Saudi Food (Riyadh) for over a decade, India 2025 marks its first exhibition in the country.
“It feels beautiful to be here. The response has been very warm and kind. India is such a natural fit for us because of our long association with South Asian products and flavours,” Sanah said.
East Meets West
What makes Nadi Food unique is its cultural story. The brand embodies a blend of Eastern heritage and Western business sensibilities. As Sanah explained:
“We are Afghan by origin, but my family has lived in Germany for decades. This gives us a unique perspective to bridge Eastern authenticity with Western standards. In many ways, our company reflects how both worlds are evolving into one.”
Looking Ahead
With its strong roots in Europe and growing reach in Australia and the UK, Nadi Food now has its sights set firmly on Asia—especially India. The company is confident that its combination of authentic flavours, premium quality, and cultural resonance will resonate with Indian consumers.
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