It's sign of the changing times. The imprint of a brand is getting bolder, even in a down-to-earth commodity market like rice. Along with increasing consumer awareness and changing preferences, the rice industry is witnessing change. No more is the friendly neighbourhood grocer's word all there is to go by. In a country that produces thousands of varieties of rice, branding has come to play a role in domestic as well as export markets. The brand is the new mantra for success and basmati, also known as the 'king of rice', is in the midst of the action.

LAL QILLA TOPS THE LIST

India accounts for about 70 percent of the world's basmati production of 1.25 million metric tonnes. Of this, nearly 3.5 lakh metric tonnes is consumed in India and the rest is exported. The industry is growing rapidly the world over with basmati becoming increasingly popular. Of the total domestic basmati consumption of 3.5 lakh metric tonnes, branded basmati accounts for about 1.25 lakh metric tonnes and has been growing at the rate of 20 per cent a year. The Indian branded basmati market is estimated to be worth between Rs. 600-700 crore.

Rice producers have picked up the market trend towards preference for branded basmati and have jumped on to the bandwagon so that there are more than 100 regional brands of rice in India. The trendsetter has been Amar Singh Chawalwala of Amristsar, whose Lal Quila brand is acknowledged as the best selling rice brand in India, notching up sales of Rs 100 crore a year.