Manoj Godara, Chandigarh 12th June 2009. Kohinoor Foods Limited – the most trusted, preferred and the only Superbrand Basmati Rice, has taken a step towards re-organizing the entire Basmati Rice industry in India. For the first time in the industry, 3 different government approved basmati rice is presented in their truest form to its consumers. Kohinoor brings these different varieties of “true basmati” in 3 new avatars – Platinum, the Authentic Traditional Basmati Rice; Gold, the Extra Long Basmati Rice & Silver, the new generation Super Basmati Rice.
While addressing media here in Chandigarh Mr. Gurnam Arora, the Joint Managing Director, Kohinoor Foods Ltd said “Today in the market, Basmati Rice is available to consumers for as low as Rs.25 to Rs.30 per kg (which are usually the Brokens or even the non-Basmati that gets sold with the name of Basmati) to as high as Rs.120 to Rs.150 per kg (which are the good quality branded & packaged Basmati). Without any doubt, this brings out the fact that there has to be some major difference in between something that varies in prices to such a great extent. Since this product is made available to consumers at so many different levels of prices, we feel, in this highly cluttered market, today, a normal Indian consumer is almost unaware of what a real basmati is.
“We have taken a step towards re-aligning the Indian Basmati Rice industry. Being the leader in this industry, we feel it is our duty to bring basmati in its truest form to its consumers. With the introduction of Kohinoor’s Platinum, Gold & Silver, we intend to educate the consumers that the real Basmati Rice comes in 3 different varieties (Traditional, 1121 & Pusa) and all three of them are government approved” added Mr Arora
These three different varieties Kohinoor also have their unique features like the Platinum is the age-old, rare variety of Traditional Basmati Rice which is grown only in the foothills of Himalayas, the Gold is the Extra Long Basmati Rice which is the longest basmati rice available on earth and the Silver is the new generation Super Basmati Rice which has all the qualities of Traditional Basmati Rice and yet it yields more than that. And after they are carefully picked from the fields, at Kohinoor, they are processed and aged in such a way that every grain of Kohinoor brings out the real taste, flavour & aroma of a true basmati.
Commenting on the marketing strategies of Kohinoor Foods Limited, Mr Arora said, “Kohinoor has always done things differently and has always tried to organize the rice industry as much as possible. Long time back, we had introduced convenient packs of rice in the Indian rice industry (1kg & 5kg at the time when rice used to be sold only loose from jute bags) and this time it is the introduction of Platinum, Gold & Silver – basmati in their truest form”
Elaborating the other expansion plans of the company Mr Arora added, “Operating in the basmati rice business for almost two decades, both in the Indian and the International markets, we have realized there’s a great potential for Authentic Indian Specialties for people all over the world.”
Kohinoor’s revamped Ready to Eat meals and Kohinoor’s range of Authentic Indian Spices are two latest initiatives in this direction. To further strengthen our food portfolio, Kohinoor is all set to launch Kohinoor’s India on Platter brand and will launch around 15 curries in a months’ time. It is looking at positioning the brand as a ‘healthy alternative’ to people with busier lifestyle.
Commenting on exports Mr Arora Said, “Export is always a focused area to Kohinoor Foods Limited. At present, the company’s offerings are preferred by connoisseurs across the globe – from the USA, Canada, Australia, New Zealand and the UK to the Middle East and South East Asian countries. And they adorn the shelves of reputed retail chains like Metro Cash n Carry, Walmart, Reliance, Big Bazaar, Spencer’s, Vishal, Shubhiksha, Hypercity, More, Nilgiris in India, TESCO, Somerfield and ASDA in the UK, Costco in Canada, Hankyu, Daimaru & Takashimaya in Japan, Coles & Woolworths in Australia, Krogers, BJs and Whole Foods in the US and Seven Eleven and Mustafa in Singapore.
To be a globally competitive organisation, Kohinoor Foods Ltd. has strategic bases in the US, the UK and the Middle East. The company has two 100% fully owned subsidiaries – SOL Inc., operating from New Jersey, USA that looks after the North American and Canadian markets, and Indo European Food Limited, in the UK with headquarters in London, that looks after the European markets. The joint-venture company Rich Rice Raisers Factory LLC operating from Dubai, UAE takes care of the markets in the Middle East.Currently Kohinoor has two state of the art manufacturing facilities in Haryana which are capable of producing over 1,20,000 meals per day and Rice factory which processes around 8,68,500 basmati grains every second”