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“Eventually, we plan to identify footprint over the globe”
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Monday, 14 June, 2021, 08 : 00 AM [IST]
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 Knam Foods is among the multiple businesses of a nationally and internationally acclaimed group with a cumulative turnover of Rs 700+ crore per annum. It markets and distributes GRM manufactured Basmati and non-Basmati rice.
The company has plans to expand its product portfolio beyond rice, including barley, quinoa and couscous in the future. Amit Goel, founder, Knam, shares his vision for the company, plans majorly covering the Middle Eastern and European Markets and more in an email interaction with Ranjana Sharma. Excerpts:
What are the different and innovative products offered by you?
Knam Group, a nationally and internationally acclaimed group of multiple businesses that has a cumulative turnover of Rs 700+ crore per annum is now venturing into the food space as Knam Foods. It will be distributing premium quality Basmati and non-Basmati rice under three brands Knam, Andaaz and Naman. Under the Knam brand there will be Gold Sapphire - Extra Long Basmati Rice, Blue Sapphire - Premium Basmati Rice, Everyday - Authentic Basmati Rice and Brown Rice - Health expert Choice Royal -XXL Basmati Rice; Andaaz which belongs to Royal XXL will have Traditional - Basmati Rice, Chef Choice - Basmati Rice, Sehat - Brown Rice, Shahi - Biryani Special Rice and Lazeez - Biryani Special Rice; and Naman will have Super Tibar- Basmati Rice, Super Dubar- Basmati Rice, Rozana -Premium Rice and Kheer Special- Basmati Rice.
Are your products available online or offline?
Currently we are retailing both offline and online at Knam Foods as well as Shopclues and a couple of supermarkets, e.g., Mall 91. We are also in talks to get onboard with multiple ecommerce platforms like Amazon, Flipkart, Bigbasket, Grofers, etc. In the coming months, we are getting live on Amazon.
What are the precautions taken by the company to tackle Covid-19 threat, while delivering the products?
This pandemic had an immense effect on the sustainability and safety of food, as we know rice is our essential food hence it certainly needs to pack smartly. Both ultra-modern machines and new technology are embedded while packaging. We are well-focussed to sustain commodity pricing, to concentrate on ads and testing, and wisely streamline premium products to assist customers. It ensures contactless delivery, and sanitises the goods along with ATM buttons and screens.
What goes into quality and innovation while manufacturing the products?
Each grain is processed to meet the international standards of rice production. From paddy separation to rice packaging, every step is beady-eyed for ensuring perfection, and only quality-assured rice is forwarded to the market.
As you are in to rice processing and being a global exporter of Basmati and non-Basmati rice, how are you working under the new norms?
So as to begin this company, the new players have an incredible point of view. Knam Foods, by means of different ecommerce sites, we are good to go to join traditional and online retailing in India and cause everybody to explore our grains' organic flavours under the new norms. Eventually, we plan to identify footprint over the globe, essentially covering the business sectors of the Middle East and Europe.
During Covid-19 how is your company dealing with export facilities and what all precautions you are taking while exporting the products?
Amid the circumstances where modern techniques are failing to suppress the current virus outburst, we have lately launched SGS-certified and NABL India and the US Environmental Protection Agency (USEPA) approved antimicrobial copper film that is self-sanitising and can be highly used in large-touch point places which includes handrails, ATM buttons and screens, and many others. It can detect and kill about 99.99 per cent of viruses in less than 5 minutes.
What are your key short term and biggest long term challenges post-Covid-19?
Change in consumers' spending habits due to inclination towards savings; Trust building towards Covid-19 safety measures; Lower number of available field staff due to migration; Government policies and restrictions on activities.
Has your company been affected by Covid-19?
Since most of the countries are under lockdown, buyers across the world are springing to avoid human touch and the retailers are going to have to adapt to the same. With the relaxations, the situation is getting better and the retailers are getting used to the new normal. However, we have adopted practices to overcome the situation.
What about plans such as expansion, diversification, and collaboration and so on?
In the near future, we are planning to expand product portfolio beyond rice by including a new range of products like wheat flour, barley, quinoa and multi grain flour. We are planning to enter into traditional and online retailing in India through multiple ecommerce platforms and supermarkets and have everyone experience the organic flavours of our grains. We eventually envision marking footprints all across the globe, majorly covering national and international markets like the Middle-Eastern and European markets.
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