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The boom in modern retail could spell good news for Basmati, feels Dr Aayushman Gupta, Business Director of Best Foods (in picture). The basmati player, which has tied up with 900 large, modern, retail formats and kirana stores across 50 cities, has started setting up its own exclusive outlets as well.
Thirty stores have opened in Delhi already. These are small, less than 300 sq. ft. and store in store (SIS) formats in high footfall locations and within malls. The stores stock not just rice, but honey, walnut, and almonds. “We are looking at healthy foods that have a synergy,” says Dr Gupta.
In January Best will launch its media campaign. Already below the line activation – cooking demos at the exclusive stores on microwaves – has begun.
Currently, the company exports more of its rice. But in three years time, we hope to have a 50:50 presence – half will be exports and half will be domestic market, says Gupta.
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