NEW DELHI: The aromatic Basmati rice is a staple across households in India. According to a recent research study on the global Basmati rice market, the iconic grain is witnessing huge demand owing to its high quality, premium appearance, and distinct taste. India Gate, the flagship brand of KRBL, has been recognised as the world’s No. 1[1] Basmati Rice Brand in a market study conducted by a leading global research company.
The quantitative study by Mordor Intelligence covers research of white and brown Basmati rice category across continents like Americas, Europe, Asia-Pacific, and the Middle East & Africa. The research has been done using methodologies like Primary and Secondary Research, Data Triangulation and Insight Generation.
Mordor Intelligence, a global research company founded in 2014, has been conducting studies providing insights to 4000+ enterprises across 100+ countries across multiple industries.
Commenting on this, Anil Kumar Mittal, chairman and managing director, KRBL Ltd, said, “With a rich industry experience of more than a century, KRBL Ltd has created its place as a world leader in the Basmati rice industry. From the very beginning, our unconditional commitment has been to offer the best quality to our consumers. Today, our flagship brand India Gate Basmati Rice is appreciated worldwide for its premium quality. This latest study recognizing India Gate Basmati Rice as the World’s No.1 Basmati rice brand is testimony to our unwavering commitment to get the best quality basmati on the consumer plates across the world.”
In India, there’s a huge task ahead to convert a largely unbranded loose market into a branded one. Mittal added, “Brand India Gate has tasked itself to drive conversion from unbranded Basmati rice to branded. There is a well-thought-out strategy basis robust consumer and category insights that has been put in place to drive this which include sharp consumer communication, aggressive retail footprint expansion from the current 3 lakh to 5 lakh outlets, distributor expansion in lower population class markets and scaling up digitisation to accelerate efforts in this direction.”
Products in the India Gate Basmati Rice portfolio are available across leading e-commerce platforms as well as offline modern trade and general trade stores. (ANI/BusinessWire India)
[1] As per Secondary Market Research Report, MAT June 2022.