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About General Trading
A trading house built on reliability and long-term partnerships.
Our story
Twenty years of moving goods and building trust
We began as a two-person food trading desk in Jebel Ali. Today, 120 colleagues across Dubai, Mumbai and Istanbul buy, sell and ship goods for importers, retailers and manufacturers worldwide.
Our approach is simple: know the product, know the route and keep every promise.
20+Years in trade
60+Countries served
3,500Shipments a year
800+Active partners
Values
How we work
Reliability
Deliveries on time, every time.
Integrity
Honest pricing and transparent terms.
Quality
Independent inspection as standard.
Partnership
Long-term relationships on both sides.
Timeline
Our journey
- 2004
Founded in Dubai as a food and commodity trader.
- 2009
Export division opens, first shipments to East Africa.
- 2014
Textiles and electronics lines added.
- 2019
In-house customs and freight team established.
- 2026
3,500 shipments a year to over 60 countries.
Leadership
The people behind the business
Anita Rao
Head of Sourcing
Peter Novak
Logistics Director