Wilmar International has announced the launch of Basmati rice in India through its local joint venture Adani Wilmar.
The rice ranges have been introduced under the Fortune brand which previously carried oils and pulses. The four variants include Everyday Basmati Rice, Traditional Basmati Rice, Biryani Special and Super Basmati Rice.
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"The increasing acceptance of packaged commodities and demand for Basmati Rice in the domestic and international market, has led AWL to venture into the rice business," a spokesperson for AWL told just-food.
"The distribution strength of AWL shall enable placement of Fortune Basmati Rice across the length & breadth of the country and even overseas, this strength is incomparable with current leading rice brands in India."
The products are priced between INR30 (US$0.47) to INR200.
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