This document discusses the branding of Basmati rice. It notes that in 1997, an American company was granted a patent by the US patent office to call aromatic rice grown outside of India and Pakistan "Basmati," which could negatively impact India's Basmati rice exports. It also discusses Kohinoor Basmati Rice, a premium Indian brand, and challenges in branding Basmati rice such as value-seeking consumers, scalability issues, and poor farmer awareness. Finally, it outlines various elements that can serve as bases for branding, such as brand identity, image, positioning, and equity.

1. BRANDING OF
BASMATI RICE
By
DEVESH
SHUKLA
HARJIT SINGH

2. EVOLUTION OF BASMATI RICE
one.”
• 1997, an American company RiceTec Inc, was granted a patent by
the
US patent office to call the aromatic rice grown outside India
'Basmati.
• International Basmati market with brands like 'Kasmati' and
'Texmati.
• This has grave repercussions for India and Pakistan because not
only
will India lose out on the 45,000 tonne US import market.
• Which forms 10 percent of the total Basmati exports.
• Its position in crucial markets like the European Union, the United
Kingdom, Middle East and West Asia.

3. EVOLUTION OF BASMATI RICE
 The patent on Basmati is believed to be a violation of the
fundamental fact that the long grain aromatic rice grown
only in Punjab, Haryana, and Uttar Pradesh is called
Basmati.
 According to the Agricultural and Processed Food
Products Export Development Authority (APEDA), India is
the second largest producer of rice after China.
 In 1993, Basmati rice attracted the highest premium
because it is a very-long grained rice, with an aroma.

4. KOHINOOR BASMATI RICE
 Kohinoor Basmati Rice is a premium basmati rice brand
present in India and 60+ countries worldwide.
 This rice brand is known for its extra long grain and
authentic taste.
 Variants such as Brown Rice, Organic, Exclusive, and
Special Rice etc are well known for their quality and rich
aromatic taste.
 Kohinoor rice is manufactured by ISO 9001:2000 certified
food company Kohinoor Foods Limited

5. CHALLENGES IN BRANDING
 Value-Seeking Indian Consumer.
 The great Indian retailer.
 Scalability Challenge.
 Market Structure.
 Poor Farmer Awareness.
 The Way Ahead.
 Quality First.
 Don’t undermine value – seeking.
 Don’t scare consumers..

6. IDENTIFY THE BASES FOR BRANDING

7. BRANDING ELEMENTS AND THE BASES
FOR BRANDING
1. Brand identity.
2. Brand image.
3. Brand positioning.
4. Brand personality.
5. Brand equity.
6. Brand experience.
7. Brand Differentiation.
8. Brand communication.
9. Brand gap.
10. Brand extension.

8. BRAND BUILDING TOOLS
 Public relation and releases.
 Sponsorship.
 Clubs and consumer communities.
 Factory visits.
 Trade shows.
 Event market.
 Public facilities.
 Social cause marketing.
 High value for the money.
 Founder’s or a celebrity personality.
 Mobile phone marketing.

9. THANK YOU