A real industry success story, shared for inspiration — not yet a Trade Union customer.
KRBL, established over 120 years ago, began as a grain-marketing and agro-products processing firm. Despite its long history, the company faced challenges in establishing a strong presence in the global basmati rice market. The task was to position Indian basmati rice favorably on the international stage and to build a brand that resonated with consumers worldwide. This required overcoming the perception of basmati rice as a commodity and elevating it to a premium product status.
In the 1980s, KRBL identified the growing global demand for basmati rice and strategically entered the export market, marking a significant shift in its business model.
The company established its first state-of-the-art rice-manufacturing unit in 1992 in Ghaziabad, Uttar Pradesh, enhancing its processing capabilities and product quality.
In 1993, KRBL launched the 'India Gate' brand, offering packaged basmati rice directly to both domestic and international consumers, thereby creating a strong brand identity.
The company commercialized the Pusa-1 and 1121 rice varieties, introducing them internationally and reinforcing its position as a market leader in basmati rice exports.
KRBL implemented sustainable business practices, including eco-friendly measures for soil conditioning and pest management, ensuring minimal environmental impact and supporting local communities.
The company engaged in seed development and farmer engagement programs, providing high-quality seeds and training to farmers, thereby improving yield and quality.
KRBL's strategic initiatives led to its emergence as the world's largest basmati rice miller and exporter, with a strong presence across major basmati-consuming regions such as Asia, the Middle East, Europe, the USA, Canada, and Africa. The 'India Gate' brand became synonymous with premium basmati rice, commanding higher prices in international markets. The company's commitment to quality and sustainability enhanced its global reputation, and its integrated approach from seed development to marketing set a benchmark in the industry.
“"We pride ourselves being called 'Master Agers of Rice,' akin to wine."”
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