BrandsNext, a venture under WayCool, announced its entry into the specialty rice market through the KitchenJi flagship brand, as revealed in a press release on Wednesday.
To align with changing consumer preferences, this move caters to the growing desire for Biryani, particularly in Tier I and Tier II markets. The company mentioned that it aims to reach a wide network of over 60,000 retailers.
BP Ravindran, CEO, BrandsNext said, “We believe the Indian Basmati rice market has been growing at a CAGR of 10% in the last three years. Hence, we recognized this as a significant opportunity and introduced Basmati rice and Seeraga Samba Rice with a proposition of consistent Biryani experience for Biryani lovers.”
At present, the company acquires its rice supply from both Punjab and Tamil Nadu, as disclosed by the company.
Ravindran further said, “In line with WayCool’s vision of curating a food portfolio inspired by the Indian Thaali, we are confident that with this move, we are on the path to becoming market leaders, especially in the Biryani rice segment.”
In addition to the most recent inclusion in its product lineup, the enterprise offers pulses, spices, dry fruits, and sweeteners within the KitchenJi portfolio.