Management office
Dubai
Golden Rise Trading L.L.C.'s management office is based in Dubai, UAE — overseeing sourcing, quality standards and distribution across the region.
Purity · Heritage · Distinction
Premium Indian pantry staples, sourced direct and finished with distinction.
Five categories, 200+ everyday essentials — every one held to the same standard, from grower to pack.
Shelved in 1,000+ stores across the UAE & UK
Lulu HypermarketUnion CooperativeAbu Dhabi CooperativeA/B SupermarketsAmazon.aeNoon
Our range
Five categories, one standard
From basmati to besan, every Nitra pack is sourced direct, graded batch by batch and finished with the same care.
Purity. Aroma. Excellence.
Rice
Basmati for biryani and pulao, and everyday rice from across India.
12 products→
Purity. Protein. Perfection.
Pulses & Lentils
Dals, beans, chickpeas and peas — cleaned, graded and ready for the pot.
16 products→
Purity. Flavour. Tradition.
Pantry Essentials
Whole and ground spices, chakki-fresh atta, besan, oil, sugar and saffron.
48 products→
Purity. Taste. Everyday.
Condiments
Chutneys, cooking pastes, mayonnaise, ketchup and fruit jams.
34 products→
Purity. Comfort. Tradition.
Ready-made & Snacking
Heat-and-serve curries, tea-time rusk and khari, nuts and dry fruits.
23 products→
Our story
Built on a simple observation
Nitra was launched in the UK in 2021, built on a simple observation: the everyday Indian pantry — rice, pulses, spices, flour and more — deserved better than commodity treatment, even though families rely on it every single day.
Nitra is a premium Indian food brand with 200+ products across five categories, operated by Golden Rise Trading L.L.C. across the UAE, GCC and Europe.
Warehouse & UK operations
United Kingdom
Nitra's warehouse and UK operations run out of Park Royal, London — the base for European distribution and quality control.
2021
Launched in the UK
200+
Products
1,000+
Stores
UAE
Market
GCC · Europe
Market
To carry the standard of a royal kitchen into everyday homes — sourcing directly from trusted growers, and finishing each product with the purity, care and craftsmanship worthy of the tables we serve.Our purpose
Our standard
Quality you can trace
Purity
Every batch graded and tested before it reaches a shelf.
Heritage
Recipes and regions honoured across every range.
Integrity
Direct sourcing, no unpredictable middlemen.
Distinction
A finer choice, pack to plate.
Care
For the families we feed and the growers we buy from.
We ensure every supplier conforms to European Union food health and safety regulations. Every batch is coded at source, so quality can be traced back through every stage of the journey.
01
Direct sourcing
We buy from growers and mills we know, cutting out layers of middlemen and unpredictable quality.
02
Quality control
A dedicated team inspects and grades every batch against EU food safety standards before it's packed.
03
Batch traceability
Every pack carries a batch code, so any product can be traced back to its source and processing date.
From the Nitra kitchen
200+ recipes made with Nitra
Spices & Masalas
After-Meal Shajeera Tea
Spices & Masalas
Ajwain Paratha
Spices & Masalas
Ajwain-Spiced Fritters (Pakoras)
Chutneys & Pastes
All-in-One Chutney Vegetable Wrap
Snacks, Bakery, Nuts & Dry Fruits
Almond & Saffron Kheer
Chutneys & Pastes
Baked Pasta with Vegetables
Chutneys & Pastes
Base Curry Gravy
Rice
Basmati Pilaf with Almonds & Raisins
Rice
Basmati Rice Salad with Lemon & Herbs
Spices & Masalas
Bengali Panch Puran Vegetable Curry
Flour, Sugar, Oil & Saffron
Besan Chilla (Savoury Gram Flour Pancake)
Chutneys & Pastes
Bhelpuri Chutney Corn Chaat
Spices & Masalas
Black Cardamom Pulao
Pulses & Lentils
Black-Eyed Pea & Vegetable Stew
Mayo, Ketchup & Jams
Black Pepper Mayo Dip with Roasted Potatoes
Mayo, Ketchup & Jams
Black Pepper Mayo Grilled Vegetable Sandwich
Spices & Masalas
Black Pepper Paneer
Pulses & Lentils
Brown Lentil & Vegetable Soup
Good to know
Frequently asked questions
Where can I buy Nitra products in the UAE?
Nitra products are available on Amazon.ae and Noon, and in stores including Lulu, Union Coop and Abu Dhabi Coop, among others. You can also order through WhatsApp from the Nitra website. Availability of individual items varies by store.
Who makes Nitra Foods?
Nitra is the premium consumer brand of Golden Rise Trading LLC, a Dubai-based importer and exporter of food staples. The Nitra brand was launched in the UK in 2021. The family business behind it traces its roots to a spice mill founded in India in 1975 and today supplies rice, pulses, spices and pantry products to customers in many countries.
Are Nitra products vegetarian?
Yes. Nitra's range, including the eggless mayonnaise and the ready-to-eat products, is vegetarian, and every recipe on the Nitra website is vegetarian. Many recipes are also marked vegan. Check each product label for full ingredient details.
Which rice is best for biryani?
Long-grain basmati is the usual choice for biryani because the grains stay separate and lengthen when cooked. Aged raw or steam basmati gives more aroma; 1121 sella holds its shape best in large pots and long dum cooking. For Malabar-style biryani, the short-grain jeerakasala (kaima) rice is traditional.
How much uncooked rice per person?
Allow about 60 to 75 grams of uncooked rice per adult as a side dish, and 90 to 100 grams when rice is the main dish, such as biryani or pulao. One cup of uncooked basmati (about 180 to 190 grams) typically serves two to three people.
How much rice do I need per person for biryani?
Plan roughly 75 to 100 grams of uncooked basmati per adult for biryani served as a main dish. For 10 guests that is about 0.75 to 1 kg of dry rice; for 50 guests, about 4 to 5 kg. Increase slightly if the biryani is the only dish.