Growth of the Indian Basmati Rice Market in the Arab World - PowerPoint PPT Presentation

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Growth of the Indian Basmati Rice Market in the Arab World

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Basmati Rice is grown in the Indo-Pak subcontinent and is considered the most preferred variety of rice consumed in nearly all parts of the Arab world. – PowerPoint PPT presentation

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Title: Growth of the Indian Basmati Rice Market in the Arab World


1
Growth of the Indian Basmati Rice Market in the
Arab World
  • Basmati rice is grown in the Indo-Pak
    subcontinent and is considered the most preferred
    variety of rice consumed in nearly all parts of
    the Arab world.
  • Due to the phenomenal growth in sales the Indian
    basmati market has moved from being just a
    commodity to being a branded commodity.
  • Indian basmati continues to enjoy a robust growth
    in the Arab markets, especially in the
    traditionally non-basmati markets like Jordan,
    Lebanon, Egypt, Iraq etc. This trend is likely to
    continue in the next few years and thereby offers
    tremendous opportunities for the rice traders in
    the region.
  • Rice has been a staple grain in Arab cuisine for
    ages. This is true not only for the Gulf Arab
    states, but also for the Levant (also known as
    the Eastern Mediterranean) and other Arab
    markets. The region has fulfilled its needs for
    rice largely from the Indo-Pak region, Egypt, and
    Thailand. Each of these rice growing regions
    provides rice of different varieties with varying
    properties and is thus used for different dishes.
    But the most popular variety of rice consumed is
    the basmati from India/Pakistan because of its
    distinct properties.

2
  • Some of the common properties of Indian basmati
    rice are
  • Non-sticky, fluffy, remains separate after
    cooking
  • Elongates almost double on cooking
  • High volume expansion
  • Possesses the natural fragrance (aroma)
    characteristic of basmati
  • Easily digestible
  • Basmati rice is grown in the Indo-Pak
    subcontinent and is considered the most preferred
    variety of rice consumed in nearly all parts of
    the Arab world. It is used for making a number of
    dishes that are an integral part of Arab cuisine.
    Also a large number of the spices used in Arab
    cuisine are also those emphasized in Indian
    cuisine. This is a result of heavy trading and
    historical ties between the two regions, and also
    because many South Asian expats live in the Gulf
    Arab states.
  • Some of the common rice dishes in the Arab world
    are Mandy, Bukhary, Kawazy, Zurbian, Chicken
    Biryani, Mutton Biryani, Fish Biryani, Vegetable
    Biryani, Pulao Biryani, and plain rice both white
    and Sella (parboiled). Although Indian basmati
    rice has been the hot favorite of the Arabs of
    the Gulf Region, over the last few years we are
    seeing a phenomenal rise in the consumption of it
    in the Levant countries. The below chart
    elucidates this trend in the region.

3
One of the reasons for this changing trend is the
return of a number of native people who have been
living in the Gulf back to their home countries,
these people have developed a taste for dishes
like Biryanifor which basmati is the most
suitable rice.The consumption of Indian basmati
is also growing in the traditional basmati
markets of the Gulf and Iran. This trend is
likely to progress with the passage of time as
people in the Arab world are likely to continue
to patronize the Indian basmati rice and
consumption continues to grow.
  • Due to the phenomenal growth in sales the Indian
    basmati market has moved from being just a
    commodity to being a branded commodity. There has
    been the emergence of a plethora of brands in
    this category across the Arab world. Tilda was
    the first mover in this direction. immediately
    after the first gulf war in 1991. It has been the
    dominant player since then despite the entry of
    other brands like India Gate, Dawat, Kohinoor,
    Himalyan Crown, Indian Star, Dunar, Radikal, and
    Raindrop to name a few. The entry of these new
    brands has also fragmented the Indian basmati
    rice market with most players bringing in more
    than one variety of Indian basmati. While Tilda
    was selling only the traditional Indian basmati,
    India Gate came into the market with a new
    variant called 1121 Indian basmati. While the
    former offered aroma as the key product
    attribute, which is most suitable for plain
    steamed rice and green peas pulao, the latter
    offered elongation post cooking (2.2 times the
    raw grain size) as the USP (unique selling
    point)which is very suitable for all types of
    Biryanis.

4
sold in different forms with each country having
its own market dynamic. While the lower gulf
markets like the UAE, Oman, Qatar, Bahrain, and
Kuwait are raw rice markets, the other markets
like KSA (Kingdom of Saudi Arabia), Iraq, Yemen,
Lebanon, Jordan, etc. are parboiledrice (also
called Sella rice) markets. Parboiling is
obtained by steam boiling the rice paddy before
processing. This makes the cooking of various
dishes like Mandi, Khabsah, etc. much easier.
  • Indian basmati continues to enjoy a robust growth
    in the Arab markets, especially in the
    traditionally non-basmati markets like Jordan,
    Lebanon, Egypt, Iraq etc. This trend is likely to
  • continue in the next few years and thereby offers
    tremendous opportunities for the rice traders in
    the region.

5
For More Informationwww.amira.netwww.amira.net/
retailer/
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