Mumbai: With roots stretching back to 1967, DRRK Foods was established by Daulat Ram Marwaha and his son, Mohinder Pal, in the city of Amritsar, Punjab. The company was founded during the pre-green revolution era, a time when India was grappling with food shortages. Its flagship brand - Crown Basmati Rice has flourished into a global symbol of quality and tradition in the rice industry. The primary objective was to meet the processed rice needs of the Government of India, using Punjab's status as the "granary of rice" to ensure a reliable food supply.
Currently, they operate from two advanced manufacturing facilities located in Amritsar, Punjab. These facilities seamlessly integrate traditional rice processing methods with modern technological advancements to ensure the highest quality standards. As a single-product company specializing in rice, they present a diverse selection of Basmati rice varieties including Crown Classic, Crown Opal, Crown Sapphire Cream Sella, and Crown Amber Golden Sella & a specialty rice brand called Crown Diet Rice. Each variety is carefully crafted to offer the distinctive aroma, long grains, and superior taste that Crown Basmati Rice is renowned for. From the most premium rice for special occasions to the finest quality rice for daily use, DRRK Foods ensures that every grain delivers an exceptional culinary experience.
Indiantelevision.com caught up with DRRK Foods managing director & CEO Amit Marwaha and DRRK Foods joint managing director Vikram Marwaha where they gave insights on the evolving rice industry, the challenges of maintaining quality amidst market challenges, and the future of premium Basmati rice.
Edited excerpts
Since joining DRRK Foods in 1996, how have you seen the company evolve, and what were some key milestones in its journey?
Amit: Since joining DRRK Foods, I’ve had the privilege of witnessing the company’s remarkable evolution. One of the key milestones in our journey was diversifying into new export markets, which significantly broadened our global footprint and opened up new opportunities. Alongside that, we expanded our manufacturing capabilities, allowing us to scale efficiently and meet the growing demand. We also adopted new technologies, which enhanced our production efficiency and improved our quality control measures, ensuring that we consistently deliver high-standard products. Another pivotal moment was expanding our distribution networks within the domestic market, enabling us to reach more consumers across the country.
Lastly, sustainability has always been a focus for us, and implementing eco-friendly practices, along with achieving important certifications, has not only set us apart but also aligned us with the growing global movement towards more responsible food production. These milestones have collectively shaped DRRK Foods' growth and adaptation in an ever-competitive industry.
Since your entry into DRRK Foods in 2002, how have your approaches and strategies contributed to the company’s expansion and success in both domestic and international markets?
Vikram: Ever since I joined, my approach has been highly focused on strategies that have contributed to the company’s expansion and success in both domestic and international markets. One of my priorities has been understanding market trends across regions, which has enabled us to tailor our products to meet diverse consumer preferences. This adaptability has been crucial in entering new markets and thriving amidst competition. Boosting a culture of innovation has been another major focus. So, keeping that in mind, we have developed new products that cater to evolving consumer tastes and health trends, keeping us relevant and competitive. Building strong relationships with local distributors, retailers, and partners has facilitated smoother market entry and growth, helping us establish a strong global presence.
I’ve also implemented lean manufacturing practices and optimized our supply chain, which has reduced costs while improving product quality. This has been vital in supporting both domestic growth and our international scalability. Additionally, by investing in targeted marketing campaigns and strengthening our brand identity, we’ve enhanced our visibility and reputation, allowing us to connect more effectively with consumers in various regions. Lastly, our emphasis on sustainable practices and engagement in CSR activities has resonated deeply with consumers and stakeholders, enhancing our brand image and ensuring long-term growth. These strategies have collectively driven our success in the ever-changing food industry.
Given the fluctuations in the global rice market, what strategies have you implemented to ensure consistent quality and supply of your products?
Both: Our primary focus is on maintaining consistent quality and supply of our products. First, we’ve developed strong relationships with multiple suppliers across various regions, which helps us mitigate risks associated with local disruptions or sudden price spikes. Furthermore, to maintain product consistency, we’ve put in place stringent quality control measures at every stage of our supply chain. This allows us to ensure that our products meet the highest standards, regardless of market conditions. We've also worked on enhancing our supply chain management systems, improving forecasting, inventory management, and logistics efficiency to keep operations smooth.
Additionally, we use technology to use precision agriculture and improved processing techniques to enhance both yield and product quality. To manage price volatility in the global market, we employ financial instruments like hedging, which provides us with some stability amidst market shifts. Lastly, adopting eco-friendly practices not only ensures long-term supply stability but also appeals to environmentally conscious consumers.
How do you perceive the evolving consumer preferences in the rice industry, and how is DRRK Foods adapting to these changes?
Both: I’ve observed that consumer preferences in the rice industry are shifting due to a variety of factors, including rising health awareness, dietary trends, and a growing concern for sustainability. Many consumers are now seeking healthier options, such as brown rice, basmati rice, and rice varieties that offer added nutritional benefits. There’s also an increasing demand for organic and sustainably sourced products, as consumers become more conscious of their food choices and their environmental impact.
At DRRK Foods, we are actively adapting to these changes by diversifying our product lineup to meet these evolving preferences. We’ve expanded our offerings to include healthier options, and we’ve made significant investments in sourcing organic and non-GMO rice. Additionally, our advanced processing techniques are designed to preserve the nutritional value of our products, ensuring that we deliver quality while keeping health benefits intact. We also prioritize transparency in our supply chain, addressing consumers’ growing concerns around sustainability. By aligning our operations with these trends, we’re not only meeting current consumer demands but also positioning ourselves to continue thriving as these preferences evolve.
What are your primary strategic goals as you aim to achieve Rs 25 billion in revenue by 2027?
Both: At DRRK Foods, we are proactively responding to shifting consumer preferences by diversifying our product lineup to include healthier options. We’ve made substantial investments in sourcing organic and non-GMO rice, while our advanced processing techniques are designed to retain the nutritional integrity of our products, ensuring both quality and health benefits. In addition, we prioritize supply chain transparency, addressing the growing demand for sustainability. By aligning our operations with these trends, we’re not only meeting current consumer expectations but also positioning ourselves for continued growth as these preferences evolve.
How do you plan to position Crown Rice as a leading brand both domestically and internationally, and what will be the key drivers of this growth?
Both: At Crown Rice, we’ve built a strong brand identity centered on high-quality, premium rice, backed by rigorous quality assurance processes and certifications to earn consumer trust. Through thorough market research, we understand consumer trends in both domestic and international markets and have formed key partnerships with distributors, retailers, and food service providers to expand our distribution.
Our marketing efforts include targeted digital campaigns and influencer collaborations, highlighting our unique selling points like sustainability, superior taste, and health benefits. We innovate by introducing new rice varieties, including organic and specialty options, while prioritizing sustainable farming and corporate social responsibility. Engaging with customers and gathering feedback further strengthens our relationships. By maintaining a focus on quality, innovation, and sustainability, Crown Rice is poised to become a global leader in the rice industry.
