Taste, Trust and Tradition: Asia meets Austria and Beyond
Interview with Joseph Abraham, CEO of MULACKAL Handel Ges.mbH
For more than three decades, Joseph Abraham has been shaping the Austrian and European Kitchens market for Asian food products through his family-run company, MULACKAL. With a portfolio of more than 3,000 items and a strong commitment to quality, logistics, and sustainability, MULACKAL has become a trusted name for authentic ingredients and modern convenience in Asian cuisine.
European Business: Mr. Abraham, for over 30 years you’ve been importing Asian food products to Austria through your company, MULACKAL. How would you define your current strategic position within the European market?
Joseph Abraham: Our portfolio now includes more than 3,000 products – from coconut milk and rice to spices and seafood. This allows us to offer European consumers an exceptionally wide range of authentic ingredients and ready-to-use products from across Asia. Our goal is to make the full spectrum of Asian cuisine easily accessible in Europe.
European Business: How open are European consumers to these kinds of products nowadays?
Joseph Abraham: Over the past three decades, we’ve seen a continuous increase in demand. For example, in the early days of our company, many consumers in Austria saw rice as a generic product.
But Basmati, with its aroma and quality, quickly stood out. What started with importing one shipping container of Basmati a year has grown to five containers per month – proof of how much consumer awareness has evolved. Besides, as a responsible importer, product safety has always been a top priority for us. That’s why we have a rigorous three-stage quality control process in place: The products are first inspected in their country of origin before export; then again at the European port of entry such as in Bremerhaven, Germany; and finally, a third time at our facilities in Austria. This ensures that every item we sell meets the strict safety and quality standards required in Europe and is 100% safe for consumption.
European Business: Managing this supply chain must involve considerable logistical complexity – how do you ensure smooth operations?
Joseph Abraham: The logistical challenges have definitely grown in recent years. Before the Covid pandemic, shipping from India to Europe typically took 25 to 30 days. That duration has more than doubled in some cases, now averaging between 45 and 75 days. At the same time, transport costs have risen significantly. Fortunately, MULACKAL benefits from a highly experienced and well-coordinated team that can find efficient solutions to even the most complicated logistics issues. We also maintain close partnerships with our producers and other stakeholders in the countries of origin – not only to uphold quality standards but also to streamline the entire supply chain as much as possible.
European Business: What product trends are you currently observing in the market?
Joseph Abraham: While our timeless classics like rice, seafood and spices remain ever-popular, we’ve seen a significant rise in demand for ready-to-eat meals, especially among younger generations. Products like our fully cooked Tikka Masala, which is already packaged in India, only need reheating before they’re ready to enjoy – perhaps with some fresh naan bread. Here too, we work closely with our local partners to meet the high quality expectations of the European market. Our Brands. Our Pride. Our own brands – MULACKAL, MIJIA, SUMIKO and DOSTI – have earned trust across Austria and Europe for years. Known for authentic taste, unmatched quality, and sustainable values, they embody our passion for excellence. Their ongoing success is a testament to the MULACKAL legacy – and our drive to lead through innovation.
European Business: How important is sustainability for your business?
Joseph Abraham: Sustainability has always been a core principle for us. We exclusively offer highest quality EU-approved products, because we believe that providing our customers with the best possible experience starts with product integrity. While some competitors focus on moving goods quickly and cheaply, our philosophy has consistently prioritized both quality and environmental responsibility. It has been important for me to pass this mindset on to the next generation at MULACKAL as well – to my daughters and son-in-law, who are now actively involved in our family business. But our commitment doesn’t stop at the product level. Saving energy – protecting our future and planet. Our 5,000 m² office and storage facility in Vienna now operates nearly CO₂-free – powered by integrated thermal energy for the entire building, generated from our deep-freeze systems since 2014, and supported by a 350 kW solar power plant installed in 2024.
In 2015, MULACKAL was officially awarded by the Austrian Federal Ministry as part of the klimaaktiv program for its contribution to achieving Austria’s national climate protection goals.
Sustainability isn’t a trend – it’s our responsibility.