– By Anshul Garg
As one of the world’s largest agri-economy, reducing trade deficits with era-appropriate measures has recently been one of India’s driving principles. With the objective of presenting India as one of the world’s food baskets, ensuring food security and penetrating new markets to sustain the push to profitability — the country has witnessed increasing private sector participation and policy manoeuvres. With its role as the world’s largest and one of the only two producers of Basmati rice, India’s unique role in the Basmati rice export space has not been stagnant. With a long-term overview of enhancing the global appeal of Indian Basmati rice, industry stakeholders have adopted a proactive stance to penetrate new international markets.
One major reason behind this shift has been the emergence of branding as a comprehensive marketing tool. While Basmati rice can historically find its roots in the Indian subcontinent, modern-day geographies have separated this staple food with boundaries. With Indian Basmati rice and its competitors on the opposite end, the bid to secure orders through quality and substance has been significant. While Basmati rice has been sold with recommendations from trusted vendors since the last century, the emergence of branding tools as a catalyst of growth has essentially transformed how businesses operate in terms of outreach — an aspect that has the potential to comprehensively transform the Basmati rice export space. Furthermore, as India increases its customer base for Basmati rice to 150 countries globally, appropriate and meaningful branding has now become more essential than ever to stay ahead of the competition and strategically enter and develop market presence.
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Shifting preferences
The emergence of branding as a comprehensive tool to attract customers has been an era-appropriate move. While the popularity of Basmati rice, especially from India, has risen significantly in the last few years — the vast majority of this paradigm change has been powered by meaningful and interactive branding campaigns that have captured the attention of customers. This unprecedented aspect has largely focused on positioning Basmati rice as not only a healthy alternative for staple foods but also highlighting its premium characteristics and extensive benefits. While all these aspects remain truthful, the increasingly health-conscious customers, especially internationally, have used them as benchmarks — contributing to the rising sales figures associated with Indian Basmati rice.
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