Hindustan Unilever forays into premium basmati rice

NEW DELHI: Hindustan Unilever has entered the premium rice market with the launch of Gold Seal Indus Valley basmati rice, almost a decade after scaling down its commodity business.

An HUL spokesperson said the brand, which was being exported to countries in the Middle East till now, would now be made available in select Indian cities through the modern trade channel before taking it to other cities in a phased manner next year.

HUL tried to ramp up its packaged foods portfolio by launching wheat flour, soups and sauces a decade ago. It later scaled back its presence in flour and salt and withdrew from biscuits market due to low profit margins.

The company plans to keep Gold Seal Indus Valley basmati rice in the premium segment rather than competing with popular brands such as Kohinoor and Daawat.