Kohinoor introduces three new brands of ’True Basmati’ Rice

Kohinoor introduces three new brands of ’True Basmati’ Rice

Mangalore Today News Network

Mangalore Oct 25, 2010: Kohinoor Foods Limited, the producer of the Kohinoor brand of basmati rice is introducing three new products which are specifically packaged to meet the tastes of the south Indian consumers. Announcing this at a press conference in the city, Gurnam Arora, the Joint Managing Director of the company said, these new products will enable South Indian consumers to relish the ‘Truest form of Basmati’.

 

The three different government approved basmati rice being introduced are:

Kohinoor Platinum – the Authentic Traditional Basmati Rice, this is the traditional basmati rice grown only in the foothills of Himalayas.

Kohinoor Gold, the Extra Long Basmati Rice which the longest basmati rice available on earth.

Kohinoor Silver, the new generation hybrid variety Super Basmati Rice, which has all the qualities of traditional Basamati rice, but yields more than that and hence is also economical. 

Kohinoor is the India’s largest producer of Basmati rice and has been recognized as a ‘Superbrand’. After the rice grains are carefully picked from the selected fields of India, at Kohinoor Foods they are processed and aged in a very special way, so that every grain brings out the real taste, flavour and aroma that true basmati rice is famous for, he said.

 “As per our research, we have found that there has been a paradigm shift in the rice eating behaviour of a normal south Indian Family,” Arora said, “Almost every south Indian home has also started consuming basmati rice, which once used to be only a North Indian phenomena.”

Earlier, a South Indian used to consume only those rice which they have been eating since generations, but recently because of frequent out-of-home eating and repeated exposure to cuisines of Northern India, the south Indian consumer is developing a relish for dishes which tastes better if made with Basmati rice – Biriyani of all kinds, whether veg. Or non. Veg., pulaos, Ghee Rice and even the plain white rice, Arora explained.

This new range of Kohinoor Platinum, Gold and Silver comes in 1 kg, 5 kg, 10 kg and 25 kg. It is available at all the leading retail outlets of Mangalore and other parts of south India. H. Kamalaksh Shenoy & Co, Bunder, Mangalore are the distributors for the product.  Vasanth Shenoy of H. Kamalaksh Shenoy & Co also officiated at the press conference.