India’s Agricultural and Processed Foods Export Development Authority (Apeda) is launching a new market promotion initiative to promote exports of basmati rice to the US.
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Anil Swarup, chairman of Apeda, explained that the latest programme will include the launch of a “Quality Produce of India” logo to establish a distinct image for Indian basmati rice. The campaign will also include free sampling at leading supermarkets and grocers for consumers, and a special activity to allow potential importers to meet with exporters.
India has been exporting basmati rice to the US for some time, and exports have grown dramatically from Rs 20 crore (US$4.1m) in 1998-99 to Rs 129 crore in 2001-02. Aveda said that the new promotional activity has been designed to maximise further growth opportunities.
It also said that the main objective behind the campaign is to position the Indian basmati rice “as the real basmati rice” and to create mass awareness about the product.
The promotion will run in Washington, New York and Chicago, although Swarup said that if it is successful it will operate on a larger basis in coming years. Running mid-June till the end of July this year, it will also coincide with the “Zee Heritage of India” in Mongomery County Fairground, Maryland and the “Fancy Food & Confectionery Show” in New York.
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