BASMATI RICE
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Basmati rice is authentic Indian long
grained white rice, which has unique nutty flavor. Basmati rice is very
popular in India and all over the world. A wide variety of rice dishes are
made with Basmati rice like plain steamed rice, pulaos, pilafs, biryanis or
just different types of fried rice - which include meat, vegetables, nuts,
and even fruits sometimes. Gourmet cooks prefer to use Basmati rice for its
fragrant flavor. Special occasion rice dishes are mostly made with Basmati
rice.
Varieties of Basmati Rice
India in World Basmati Rice Industry
Export Markets Saudi Arabia 65% of the Indian exports 325000t annual imports Kuwait 10% of the Indian exports 50000t annual imports U.K 15% of the Indian exports 75000t annual imports U.A.E 5% of the Indian exports 25000t annual imports Others 5% of the Indian exports 25000t annual imports Total 500000t annual imports
Countries where Basmati Rice is Exported
Prices and Brands in International Market
An increasing palate for exotic flavors among Americans and the growing South Asian population in the United States is driving up the demand for Basmati rice. As a result, existing brands are slashing prices and vying with newer entrants in an effort to reach out to both the South Asian and mainstream consumers.
Rice company, Tilda Ltd., maker of the popular Basmati rice brand "Tilda," recently launched a new brand under the name "Adora Basmati," priced at half the price of a regular bag of Tilda Basmati rice.
A 10-pound bag of Adora Basmati is priced at $4.99 compared to $10 of its parent company's brand, Tilda. The Tilda brand is priced higher because the rice is grown for a longer time in the rice fields.
Tilda imports Basmati rice from India, repackages it and distributes it in the United States.
Another top Basmati brand, "Pari Basmati Rice," imported by the California-based rice importer Kusha Inc. has slashed its prices in the last two years.
"Pari Basmati used to sell for about $13 a ten-pound bag just two years ago." Now they have a 'buy one get one' free offer, which has made the price almost half of what it was before."
Basmati brands are forced to come out with attractive schemes because of increased competition.
Unilever Canada Inc., a top consumer products company, has recently made a foray in the Basmati Rice market with the launch of its "Knorr Basmati Rice Mixes" in the United States and Canada.
The company has launched rice mixes with flavors such as Vegetable Biryani, Mushroom Rice, Vegetable Pulao, Khichdi, Jeera Rice and Chicken Pulao
The product is mainly targeted at young and busy North Americans who do not have the time to cook but are not ready to sacrifice taste, said Guha. Knorr's rice mixes are priced at $1.99 a pack.
The value of Basmati Rice exports to the United States increased from Rs. 9,465 lakh (about $21 million) in 2002 to Rs. 10,422 lakh (about $22.6 million) in 2003.
Varieties of Basmati Rice
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| Export Markets | ||
| Saudi Arabia | 65% of the Indian Exports | 325,000t Annual Imports |
| Kuwait | 10% of the Indian Exports | 50,000t Annual Imports |
| U.K | 15% of the Indian Exports | 75,000t Annual Imports |
| U.A.E | 5% of the Indian Exports | 25,000t Annual Imports |
| Others | 5% of the Indian Exports | 25,000t Annual Imports |
| Total | 500,000t Annual Imports | |
Export Markets Saudi Arabia 65% of the Indian exports 325000t annual imports Kuwait 10% of the Indian exports 50000t annual imports U.K 15% of the Indian exports 75000t annual imports U.A.E 5% of the Indian exports 25000t annual imports Others 5% of the Indian exports 25000t annual imports Total 500000t annual imports
Countries where Basmati Rice is Exported
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An increasing palate for exotic flavors among Americans and the growing South Asian population in the United States is driving up the demand for Basmati rice. As a result, existing brands are slashing prices and vying with newer entrants in an effort to reach out to both the South Asian and mainstream consumers.
Rice company, Tilda Ltd., maker of the popular Basmati rice brand "Tilda," recently launched a new brand under the name "Adora Basmati," priced at half the price of a regular bag of Tilda Basmati rice.
A 10-pound bag of Adora Basmati is priced at $4.99 compared to $10 of its parent company's brand, Tilda. The Tilda brand is priced higher because the rice is grown for a longer time in the rice fields.
Tilda imports Basmati rice from India, repackages it and distributes it in the United States.
Another top Basmati brand, "Pari Basmati Rice," imported by the California-based rice importer Kusha Inc. has slashed its prices in the last two years.
"Pari Basmati used to sell for about $13 a ten-pound bag just two years ago." Now they have a 'buy one get one' free offer, which has made the price almost half of what it was before."
Basmati brands are forced to come out with attractive schemes because of increased competition.
Unilever Canada Inc., a top consumer products company, has recently made a foray in the Basmati Rice market with the launch of its "Knorr Basmati Rice Mixes" in the United States and Canada.
The company has launched rice mixes with flavors such as Vegetable Biryani, Mushroom Rice, Vegetable Pulao, Khichdi, Jeera Rice and Chicken Pulao
The product is mainly targeted at young and busy North Americans who do not have the time to cook but are not ready to sacrifice taste, said Guha. Knorr's rice mixes are priced at $1.99 a pack.
The value of Basmati Rice exports to the United States increased from Rs. 9,465 lakh (about $21 million) in 2002 to Rs. 10,422 lakh (about $22.6 million) in 2003.
| Import Pattern of Major Markets | ||||
| Saudi Arabia | Liner / Containers | L/c,CAD | Buyers Brand | Small packs |
| Kuwait | Containers | L/c | Buyers Brand | Small packs |
| U.K | Containers | CAD | Brown Basmati | 50kg Pkg |
| U.A.E | Linear/Containers | CAD/Lc | Buyer Brand | 50kg Pkg |
| Growing Areas | Harvest Period | New Crop arrivals |
| Punjab, Haryana & U.P. | June – August | Sept - October |
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©2008 Appuonline.com
©2008 Appuonline.com