Global basmati market shifting towards premium quality, says SSIEL MD Aman Gupta

The global basmati market is moving towards premium quality, with consumers and buyers increasingly focused on origin, grain quality, traceability, food safety and authenticity, says SSIEL Managing Director Aman Gupta.

The global basmati market is moving towards premium quality as consumers are no longer viewing fragrant rice simply as a staple, according to Aman Gupta, Managing Director, SSIEL (Shiv Shakti Interglobe Exports Pvt Ltd).

“They are becoming more conscious of the variety, origin, grain quality, aroma, ageing and cooking characteristics. Along with these factors, the reputation and credibility of the manufacturer are becoming equally important, said Gupta, whose firm is present in over 72 countries, told businessline.

India holds a strong position globally as Basmati is intrinsically associated with the country. The next opportunity would be to strengthen the position through branding, quality assurance, traceability and greater consumer awareness, he said.

“We need to tell the story of Indian Basmati better—its geographical origin, heritage, unique aroma and grain characteristics, “ said Gupta, who is the third generation in the family to continue with the rice business.

Retailers and food companies across the world are keen on traceability, consistency, food safety, pesticide residue and quality in Indian basmati rice. Buyers in developed markets, in particular, expect suppliers to meet the stringent food safety standards.

“Another trend we see is the growth of private-label and packaged rice. This gives Indian exporters an opportunity to move higher up the value chain rather than competing purely on price,” he said.

SSIEL, which has been in the rice business for nearly 6 decades, looks at compliance across the entire value chain rather than treating it as a final-stage exercise.

In the domestic market, Gupta believes there is significant scope to raise awareness of authentic Basmati. “We can take it beyond traditional consumption occasions and highlight its versatility through modern retail, e-commerce, foodservice and ready-to-cook formats,” he said.

India has a middle-class population of around 430 million, which represents a significant consumer base with strong purchasing power. “This is larger than the entire population of the US and is an important contributor to India’s economic growth. As this segment continues to expand, it is likely to play an important role in driving demand for premium products, including high-quality and authentic Basmati rice,” said the managing director of SSIEL, which has a presence in all five continents.

On GI protection for basmati, he said India needs a stronger, more coordinated approach in overseas markets. Basmati has a unique geographical identity, and protecting that identity internationally is important for both farmers and exporters, he said.

“We need greater awareness among international consumers and regulators, registration and enforcement in priority markets, and stronger coordination between the government, industry bodies and exporters to protect the authenticity of Indian Basmati,” said Gupta.