Social media enabled global knowledge sharing has contributed to rising awareness about dietary impact on health, highlighting rice as a healthy food source, easily digestible by the body. With this, the global demand for Basmati rice has risen incrementally, with the North American, European, and Middle Eastern markets importing increasing quantities. Along with this growth, there is also a shift in demand, with stronger focus on premium quality basmati rice. Specialty ranges like organic, pesticide-free, and brown basmati rice are growing in demand, with consumers focusing on quality rather than price.
In this domain, Kishanmal Foods Pvt. Ltd. (KFPL), a legacy brand with over 35 years of existence in the rice manufacturing and processing industry, stands out as a trusted provider. Anchored by the pillars of truth, trust, and transparency, set by the Late Kishanmal Rohira, the company has achieved a distinctive position in this competitive landscape, marked by integrity in every grain it delivers. As a leading supplier of premium basmati rice to a global audience, the company has recently inaugurated its second milling plant, and expanded production capabilities to robustly fulfill the rising demand. The second milling plant is run under Savitri Global Exports, and operations of both the companies are jointly managed.
Refined Product Range
A third-generation family business, KFPL has created a reputation for continuous improvement of its product range through various proactive measures.
Determined to offer a healthier range of basmati rice to its global consumers, the company values tradition and wisdom of experience to continually enhance process and refine products, ensuring it delivers consistent quality. Guided by truth, the company ensures quality maintenance across production processes. Emphasizing trust, it is continually working towards building a brand synonymous with integrity and authenticity. Maintaining transparency, it ensures all operations are transparent and ethical before all stakeholders.
Focused on quality consistency, the company maintains strict quality control measures right from procuring the paddy to delivering the rice to the final consumer. To cater to the varied consumer needs, the company has curated steam basmati rice under its flagship brand Zayqa Basmati Rice. To maintain its quality, the company also ages the rice for a year, ensuring customers get a product for which they keep coming back.
“We ensure that the rich heritage of basmati rice is preserved with its truest quality and elevated for generations to come. Through Zayqa, we have tried to create a consumer experience that stays in people’s heart for its rich aroma and non-sticky texture, unlike any other”, shares Bhagwandas Rohira, Director, KFPL.
To maintain its quality, the company also ages the rice for a year, ensuring customers get a product for which they keep coming back
To cater to the evolving consumer needs, the company is actively expanding its product portfolio to include ready-to-eat convenience food to the mix, making its products available to a wider audience. By sourcing paddy from the mandi/ auction at fair prices, the company empowers farmers, in addition to educating them about upcoming trends. This has allowed the firm to build strong relationships. Furthermore, technological integration in the milling facility and its state-of-the-art infrastructure comprising Buhler machinery ensures efficiency, precision, and unmatched quality.
Future Roadmap
Renowned for trust and excellence, KFPL has plans to robustly grow and fulfill the changing preferences by expanding its product range and refining processes. It plans to invest in developing health-focused products like low-GI rice, pesticide-free basmati rice, and brown basmati rice. The research team is also robustly identifying means for improving packaging and strengthening brand identity globally. With digital transformation taking over, the company plans to leverage all emerging platforms to market its products, with Zayqa Basmati soon to become available on online and offline retail channels. Through these endeavors, KFPL aspires to bridge the gap between tradition and innovation, and deliver an experience of unparalleled quality.
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