Mission Statement
To be the best-selling rice brand while keeping the health of consumers in mind; we are committed to providing export quality products with customer satisfaction at your doorstep and build a growth-oriented company that creates value for the end-users. Vision Statement
To be the company that encourages providing healthier food to families all around the world, and creating unmatc
hed value for our consumers by giving them freedom of choice in different varieties of rice with excellent service. Our Story
Modern Tannery, a leather factory was founded by “Late Hafiz Manzoor Hussain” and the business started after the independence of Pakistan. The roots of this business are very strong and deep as it is a business passed down from one generation to another. When his son “Shaikh Mahmood Hussain” and his brothers took over his father's business so he decided to change the business nature from manufacturing to a trading business. So, he left his leather factory in Hyderabad and started his separate trading business in Karachi on his father name “Manzoor Enterprises” in 1992. The business flourished, this company has seen different aspects of life and did a good trading business with well-known brands Al-Noor Rice, Falak Rice, and Engro Food. Shaikh Mahmood Hussain wanted his son Shaikh Abdul Rehman Mahmood to be a part of the business and run this trading business. It used to be a trading company, but he needed something new, something innovative, something different. So, he came up with the idea “why not start their own product brand?” He started establishing his rice brand while keeping the health of consumers in mind; he named his rice brand “Asian International Rice”, step by step they started distributing products in different stores. Currently, they are providing export quality products with customer satisfaction at customer’s doorstep digitally and traditionally through different stores in Karachi but there is still so much that he wants to achieve.
