BRANDING OF RICE

BASMATI RICE:
a variety of long, slender-grained aromatic rice
traditionally from the Indian subcontinent
Basmati is one of the most revered form of rice, characterized by sweet aroma and long grains
Only one crop of Basmati rice can be grown per year
Basmati is only grown in the Northern Indian states of Punjab, Haryana, Delhi, Himachal Pradesh,
Uttarakhand and parts of western Uttar Pradesh, Jammu and Kashmir
In India, Haryana is the major basmati rice cultivating state
EVOLUTION OF BRANDED PRODUCT FROM COMMODITY :

There are many branded products of Basmati Rice in India.

They are:
Dawat, Lal Quila , Hanuman Basmati , Kohinoor, India gate , Aeroplane, Amira, Best, Mezban,
Sungold etc
Brand : KOHINOOR
Three Amritsar based brothers, Mr. Jugal Kishore Arora, Mr. Satnam Arora & Mr. Gurnam Arora joined
hands to bringh the best variety of rice.
Products of Kohinoor:
Challenges in branding:
Value seeking Indian customer
The Great Indian Retailer
Scalability challenge
Market structure
Inflation in the market
Awareness amongst farmers
Branding elements :
Brand Identity
Brand Image
Brand Positioning
Brand Personality
Brand Awareness
Brand Communication
Brand Promise
Brand building tools:

Quality based research project

Emotional advertisement
Reward programme
Organise a specialized industry conference
Selling of branded products online