OREANDA-NEWS. To expand the scale of its operations in Islamic countries, Ajinomoto Co., Inc. (Ajinomoto Co.) will establish an office in Lahore,1 Islamic Republic of Pakistan (Pakistan) in July 2014 and begin local surveys and support for advertising and sales activities for umami seasoning AJI-NO-MOTO(r) in anticipation of full-scale market entry with the establishment of a local corporation in 2015.

Ajinomoto Co. has been conducting import sales of umami seasoning AJI-NO-MOTO(r) in Pakistan since the 1970s. Today, umami seasoning has made inroads into eating habits in Pakistan, where it is used in stews prepared by catering services and dishes such as dhal (lentil) soup and karahi (meat and vegetable curry) prepared at home. The market for umami seasonings in Pakistan has grown by 15% annually over the past five years (2009-2013) and is expected to continue growing.

Pakistan's population is currently around 180 million and is forecast to increase.2 Moreover, the country is a promising market for the food products business of Ajinomoto Co., with a rich food culture influenced by its neighboring countries and regions: China to the north, India to the east and the Middle East to the west. In addition, Pakistan has many traditional marketplaces where small and medium-sized retail shops are gathered, similar to the ASEAN countries. Ajinomoto Co. plans to accelerate the expansion of its food products business in Pakistan by starting with umami seasonings and introducing marketing methods that it has developed in ASEAN countries, thus enabling the rollout of more highly processed seasonings and processed foods.

The United Nations forecasts that the population of Pakistan will increase to approximately 275 million in 2050.

The Ajinomoto Group aims to become a "Genuine Global Specialty Company" under its FY2014-2016 Medium-Term Management Plan. The overseas consumer foods business has made opening new markets in Islamic countries one of its growth driver strategies, and full-scale market entry in Pakistan through this establishment of the Lahore office will be key in accelerating this strategy. In addition to determining the products to be sold, sales methods and the form of investment when a local corporation is established in 2015, the office will support advertising and sales promotion activities for umami seasoning AJI-NO-MOTO(r) currently sold in Pakistan.

The Ajinomoto Group aims to be a global food company that contributes to well-being through providing more delicious, higher-quality products adapted to local food cultures and customs.