The company adds Basmati rice category alongside its existing range of Chakki Atta, Maida, Sooji and Dalia, with the range to be developed gradually.
New Delhi, Jan 24: Vikram Roller Flour Mills Limited (Vikram Mills), a long-established name in India’s wheat-based food segment, has entered the rice category. The company is expanding beyond wheat flour and allied staples to include everyday food products such as rice and rice-based items.
Through this expansion, Vikram Mills is looking to increase its presence in essential food categories linked to regular consumption. The basmati rice products will be introduced in stages. Distribution of rice range will cover retail outlets alongwith institutional customers such as hotels, restaurants, food service operators and FMCG companies. The focus will remain on supply continuity while maintaining the product quality.
The company supplies its products from its own manufacturing units, including facilities at Lawrence Road Industrial Area (Delhi) and Kiloi, Rohtak. These plants will support the expanded portfolio and ensure controlled, uninterrupted supply across categories.
Vikram Mills has spent the past few years studying customer preferences and demand in basmati rice category. The company has entered the segment after reviewing demand trends and procurement requirements and has ensured supply-chain preparedness before introducing rice. According to the management, customers are increasingly sourcing more than one staple product from manufacturers they already work with.
Basmati rice sourcing will follow a paddy-to-rice model, similar to the company’s wheat sourcing approach. Paddy will be procured directly, stored in warehouses for ageing and processed into rice, allowing better control over quality, grading and consistency—on lines comparable to wheat-to-flour operations at Vikram Mills.
The rice portfolio has been planned keeping in mind the regional consumption habits and bulk usage requirements. Initial offerings will focus on commonly consumed, high-quality variants, with scope for additions based on market response and feedback from trade partners and buyers.
Speaking on the development, Mr. Shubham Garg, Director, Vikram Roller Flour Mills Limited, said, “Staple foods continue to form the backbone of everyday consumption in India. While wheat-based products remain our core strength, rice is an equally important category across regions. Our entry into basmati rice builds on our manufacturing and sourcing capabilities and allows us to offer customers a wider range of essential products.”
The rice category will be supported through sourcing, grading and processing practices similar to those followed for the company’s wheat products. The same checks related to hygiene and traceability will apply to the rice range.
Over the years, Vikram Mills has built working relationships across procurement, processing and distribution, which are expected to support the steady rollout of the rice business. These existing systems will continue to support the category as it scales in a measured manner.
Its existing product range includes Chakki Atta, Maida, Sooji, Rawa and Dalia, supplied to both household consumers and institutional customers. Basmati rice has now been added to this range. The rice business will be developed in a phased manner, with emphasis on stable operations and market response.
Vikram Mills supplies its products across several markets, including tier-II and tier-III locations, through its distribution network. The company works with institutional buyers and trade partners in these markets.
With the addition of basmati rice, Vikram Mills is extending its presence within everyday staple foods while building on its existing manufacturing, sourcing and distribution capabilities. The category will be developed steadily, in line with operational readiness and demand across markets.
