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KRBL to launch basmati in domestic market

Our Bureau

MANGALORE, Feb. 25

THE erstwhile 111-year-old Khushi Ram Behari Lal company -- now KRBL Ltd -- has, after years of focussing on exports, decided to enter the domestic market.

KRBL, which claims to be the country's largest exporter of basmati with exports to the tune of Rs 300 crore, has decided to ``expand its foray'' into the domestic market. According to the Joint Managing Director of the company, Mr Anoop K. Gupta, this in volves ``new packaging, fresh marketing and promotional strategies'' for their brands which go by the names of Doon, India Gate, Nurjahan, Bemisal and Lotus.

The company had a 10 per cent share in the global market. Of this 10 per cent was to Saudi Arabia, 12 per cent to Kuwait, and about 64 per cent to the US, he said at a press conference.

Basmati rice accounted for 85 per cent of the company's export turnover and it was now launching a 200-gram pack priced at Rs 12 to enter the domestic market in a big way, Mr Gupta said.

A pilot project to test the domestic market had met with a response of Rs 30 crore by way of sales till March 2000, he said.