News that US company RiceTec has agreed to withdraw its claims to produce authentic basmati rice from the US Patents and Trademarks Office has sparked a fury within the domestic market, as Indian basmati producers begin sizing up the Western market for export potential.
KRBL, currently India’s largest exporter of basmati to markets such as Saudi Arabia, Indonesia and Korea, is excited about the new opportunities opening up. Joint managing director Anoop Gupta revealed: “The proof of the pudding is in eating it. People abroad just need to taste Texamati, RiceTec’s brand and our authentic basmati to understand the difference.”
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During the 1999-2000 financial year, the company exported Rs 240 crore of produce, and is now looking to expand and consolidate its US market, currently accounting for 15% of its worldwide sales. KRBL now hopes to work with trans-Pacific companies and partners to promote its domestic brands, Doon, India Gate and Nur Jahan, in the US market: “This will ensure that all the outlets of [retail chain] Price Club across the US will store and sell our brand of basmati.”
