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KRBL launches India Gate Classic Basmati rice
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Wednesday, 01 June, 2005, 08 : 00 AM [IST]
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S Meghanadan, Mumbai
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KRBL Ltd, the largest dealer and exporter of Basmati rice, launched its latest variant - India Gate Classic - across the country in May. After its launch in Kolkata and Chennai, it was unveiled in Mumbai by renowned actress Gayatri Joshi.
Addressing the press after the launch, Anil Kumar Mittal, Chairman & Managing Director, said, "KRBL Limited is the home of Basmati. India Gate Classic is the consequence of 5 years of diligent research and testing. The USP of this rice is the aroma and its exceptional length, which grows more than 23 mm than the average 14 mm of the typical Basmati."
India Gate Classic is an exotic new class of Basmati - its aroma is delicate, the flavor sweet and delicious, the grains long and fine, when cooked they fluff up to thrice their length (grain length before cooking is 8 mm and after cooking 23 mm), and stay wholly separate. It is priced at Rs 74 (1 kg pack) and Rs 365 (5 kg pack) in Delhi, Gujarat, Rajasthan, Uttaranchal, Madhya Pradesh, Jharkhand and Himachal Pradesh. In the remaining states the price will be Rs 80 and Rs 395 for 1 kg pack and 5 kg pack respectively. The price differentiation is levied keeping in mind the taxation and transportation norms being different in every state.
Anoop Kumar Gupta, Joint Managing Director, KRBL Limited, said, "KRBL is setting industry benchmarks across the value chain. We are researching and developing pedigree seeds and have also pioneered the concept of contract farming to boost the quality and yield of rice. In addition, our company nurtures strong partnerships with farmers for upgrading farm management practices. We feel India Gate Classic will revolutionise the rice industry by its unique characteristics and best quality standards."
"After years of research, the leading scientist from Pusa Institute, Dr V P Singh, developed India Gate Classic variant of Basmati rice, keeping in mind the interests of the farmers as well as the demands of international markets," Gupta added.
KRBL, an ISO 9001:2000 company, is the world's largest exporters of Basmati rice. Set up in 1889, the company has embarked 87,000 acres of land for contract farming in Uttaranchal, UP and Punjab, and was the first in the rice industry to introduce commercial corporate farming in India.
Kolkata: KRBL is planning to make a foray into the business of seeds, rice bran oil and furfural oil by the end of September this year. According to Mittal, marketing of the rice bran oil would start once the Dhuri plant in Punjab started commercial production in September. The Dhuri plant, earlier known as Oswal Agro Furane plant, was acquired by KRBL in December 2003 for Rs 15.80 crore. The Dhuri rice milling plant is the largest in the world and the company would be investing about Rs 70 crore by March next year in refurbishing and re-engineering the plant to achieve international benchmark. It has already spent Rs 100 crore on the plant.
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