According to the reliable sources, it has been reported recently that Patanjali has firmed up plans to add some flavor in the rice category in this Diwali as it has acquired RH Agro’s rice mill in Sonepat in Haryana state for Rs 70 crore. In addition, the Patanjali has also taken four other rice mills across the country on exclusive lease, which will help it to launch 18 packaged rice brands by the end of this month. Further, at present, Patanjali sells three variants of packaged rice such as silver, gold and diamond and it meets its procurement needs by buying finished rice and packaging it at its Haridwar facility. In this regard, further it has been stated that the new mills will not only give the Fast-moving consumer goods ( FMCG) company the capability of producing 3.2 lakh tonnes of finished rice a year from paddy but will also allow it to produce region-specific rice variants that it plans to sell locally and to export as well.
In this context, according to Acharya Balkrishna, MD of Patanjali Ayurved, that acquisition will give us technical know-how in rice processing and we have partnered with thousands of rice farmers in many regions of the country to produce traditional variants. However, other than the mill in Sonepat, which will process basmati, Patanjali has leased two mills in Madhya Pradesh to process the pusa variety. While, another mill in Telangana will produce the lightweight aromatic sona masuri to cater to markets in the south. In addition, a mill in Fazilka in Punjab will process rice grains that are grown in the north. It has also been revealed that around 150 varieties of rice are currently grown in the country as shown by the industry estimates.
Furthermore, it has been described that Patanjali, which has been known for its best-selling products such as cow’s ghee and ayurvedic toothpaste Dant Kanti, has drawn up an ambitious strategy to disrupt India’s packaged rice market, which is currently dominated by brands such as India Gate, Kohinoor, Best Basmati and Daawat. It has also been told that the research firm Euromonitor has valued the market at Rs 22,000 crore and it will grow at a CAGR of 11% till 2020. Further, the rice brands will be made available in 50 SKUs (stock keeping unit) of various sizes, as stated by Acharya Balkrishna. Prices will range between Rs 67 for one kilo of Sona Masoori Steam and Rs 2,100 for 25kg of Lashkari (kolam). Senior executives at Patanjali revealed that its new rice variants will have a shelf life of two years, which is double than that of brands available in the market and in addition, some of our variants will also take less time to cook than competing brands.