Pune: KRBL Limited, the world’s largest Basmati rice exporter and grower of the World’s No.1 Basmati Rice brand—india Gate together with the Eat Right India initiative under the aegis of the Food Safety and Standards Authority of India (FSSAI) on Wednesday, October 4, conducted the ‘Basmati Rice No Compromise’ public interest education and awareness initiative in the Pune.
The end users, retailers and others were apprised of the new regulations that came into effect on August 1 2023. India Gate Basmati Rice took the lead through this initiative in promoting healthier eating habits, encouraging balanced nutrition, and enhancing food safety awareness among consumers across India whilst raising widespread awareness of the recently released FSSAI regulations on identity standards for Basmati Rice.
An initiative in public interest by KRBL, the ‘Basmati Rice No Compromise’ Conclave was hosted in Pune; Ms. KK Jitha, Joint Director, Food Safety and Standards Authority of India, Maharashtra joined the Conclave virtually and delivered her keynote address. Other dignitaries at the conclave included Shri. Suresh Annapure, Joint Commissioner, Food and Drugs Administration, Maharashtra; Dr Narayan Hegde, Trustee BAIF Development Research Foundation; Dr. Sujoy Saha, Principal Scientist, ICAR-NRCG Pune; Chef Sachin Joshi, Executive Chef, IHCL, Kunal Sharma, AVP, Marketing, KRBL Ltd.
Commending the “Basmati Rice No Compromise” initiative, Mr.G Kamala V Rao, CEO, FSSAI said, “The FSSAI is committed to the food safety of Indians. We are here to help you; we are here to serve you. The basmati notification released in 2023 specifies properties, such as length, expansion, aroma, colour, etc which will help Indian basmati rice stand out amongst its competition in South Asia. All of the FSSAI’s more than 4000 officers are committed to the surveillance of these new standards, ensuring they are followed across the country. There are many reports of adulteration in food exports, which harm both the domestic economy as well as the reputation of the country over a longer period. To fix this, the FSSAI has introduced standards for 750 products and 28 principal regulations. Rice is a critical component of trade, and regulations only help in facilitating this trade, creating wins for both producers and the exporters.”
Mr. Kunal Sharma, Associate Vice President – Marketing, KRBL Limited, said, “We laud the FSSAI for their visionary approach in establishing identity standards for Basmati Rice. These regulations will undoubtedly bolster consumer confidence in the authenticity and safety of our cherished Basmati rice, both within India and in the global arena. As the World’s No. 1 Basmati Rice Brand, India Gate has always been committed to maintaining the integrity of the Basmati grain through compliance, and these regulations align perfectly with our mission to deliver the finest Basmati rice to consumers worldwide.
It is for the very first time that FSSAI has laid down identity standards for various forms of Basmati Rice, including brown Basmati, milled Basmati, parboiled brown Basmati, and milled parboiled Basmati. These standards, as outlined in the Food Safety and Standards (Food Products Standards and Food Additives) First Amendment Regulations, 2023; and notified in the Gazette of India, signify a momentous step forward in promoting the reputation and trustworthiness of Indian Basmati rice in the Indian markets.
The first-ever regulations take on the issue of rampant adulteration in Basmati Rice sold in India and therefore restrict presence of non-basmati grains to 15% in Basmati Rice, ensuring that the consumer gets unadulterated quality basmati rice.
The standard comprehensively captures various attributes of the basmati rice which are pivotal for building a food safety culture. As per the standard, basmati rice shall possess a natural fragrance, characteristic of basmati rice and be free from artificial colouring, polishing agents and artificial fragrances. These standards also specify various identity and quality parameters for basmati rice such as average size of grains and their elongation ratio after cooking; maximum limits of moisture, amylose content, uric acid, defective/damaged grains and incidental presence of other non-basmati rice etc.
“KRBL has always been at the forefront to ensure quality standards are followed. It is our responsibility to ensure they realise the importance of purity, quality standards and are able to differentiate Basmati rice from other non-Basmati and adulterated products. We are hopeful these discussions across the country will be a starting point for consumers and trade alike to start making informed decisions that ultimately are the cornerstones of ensuring a safe and healthy life”, Sharma added.
By bringing together diverse perspectives, this conclave aims to create a unified vision for a thriving and responsible Basmati rice industry. The “Eat Right” initiative, launched by FSSAI, is a nationwide campaign that encourages individuals and customers alike to make the right choices and take informed decisions on food choices and adopt healthier lifestyles. Through this collaboration, India Gate Basmati Rice is taking an active role in supporting this crucial initiative and furthering FSSAI’s mission of ensuring food safety and promoting healthy diets.
With a shared vision of helping consumers make informed food choices, India Gate Basmati Rice will work together with FSSAI to educate consumers about these new basmati standards so that they can choose the right basmati thereby protecting the interests of the consumers in getting what they pay for. Basmati rice is known for its distinct aroma, flavour, and long grains, making it a preferred choice for consumers who seek wholesome and delicious meal options.
Sharma said, “Basmati rice has distinct quality features that no other rice in the world has. Basmati is an Indian GI product. Because of extensive commercialization, there is a substantial amount of contaminated basmati on the market. These include the merging of different grains as well as the combining of artificial perfumes and colours. The primary goal is to protect the grain’s integrity, retain the authenticity of flavour and taste, and ensure that buyers get what they pay for [Pure Basmati]. We want to empower consumers to make informed decisions through our media interaction, building a deeper relationship with our brand and beliefs.”
