Press Information Bureau

Government of India

Ministry of Commerce & Industry

22-November-2011 16:11 IST

Shri Rahul Khullar Commerce ,Secretary today urged the Indian Basmati exporters to target new markets to boost export of Indian Basmati.

“Basmati is a special, long grain, aromatic rice cultivated in a delineated geographical area in India. Amongst the food and restaurant industry around the world, Basmati occupies a unique space as a premium rice. India exports more than 2 million MT of Basmati Rice to over 100 countries across the globe. Basmati is the single largest agro product exported from India, valued at about USD 2.5 billion” said Shri Khullar while inaugurating the two-day international chef conference “Basmati for the world 2011”.

The two day culinary extravaganza has been organized by the Agricultural and Processed Food Products Export Development Authority of India (APEDA) under the aegis of Ministry of Commerce and Industry, Government of India along with All India Rice Exporters Association (AIREA) in a bid to promote Indian Basmati rice in the international markets.

“Indian Basmati has gained greater recognition for its quality in the world market and country has recently been successful in expanding export of this unique aromatic rice to new markets including Africa, Europe Latin America, Oceania and Central Asian regions. As part of Government’s newer strategy to double over all exports by year 2014 a special focus has been given on employment intensive sector agri-exports for which the export target has been set at $22 billion. The Ministry of Commerce has prepared a strategy paper envisaging doubling of exports to $500 billion by 2014” Mr Khullar said.

During the inaugural function, the Secretary along with Mr Asit Tripathy, Chairman, APEDA, Mr. Vijay Setia, President AIREA and celebrity chefs from across the world launched a coffee table book “Basmati”.

“India’s exports during the current fiscal are expected to surpass US $300 billion as during the first eight months of the current financial year 2011-12 the total exports have reached US $ 231 billion. Government in a move to give boost to Indian exports to new and emerging markets the government had started to provide additional support to exporters for 41 markets in Africa. We have introduced a special focus market scheme to reach out to 12 new markets of Latin America, 22 new markets of Africa and seven new markets of Central Asia," said Dr. Rahul Khullar, while speaking on the occasion.

“During the two day unique basmati promotion initiative “Basmati for the World” global celebrity culinary masters will re-invent their own local dishes with Indian basmati rice for a congregation of international food columnists and international trade. ” said Mr. Asit Tripathy, Chairman, APEDA while speaking on the occasion.

“The main objective of the conference is to promote Indian Basmati Rice across the world by integrating Basmati rice into their local recipe. There will be chefs, buyers & food critics from USA, Mexico, Italy, France, Moscow and other parts of the globe. As part of basmati promotion initiative a Basmati Coffee table book was released during the event carrying detailed information on this unique Indian Rice, its essence and how it has been preserved over the centuries to modern days. Also included are about 30 recipes created by these chefs from Basmati rice.” Mr. Tripathy added.

“A Live Basmati Kitchen will be the major highlight where on day one global chefs will create, display and serve their dishes. Similarly on the second day Indian celebrity chefs will showcase their culinary skills with Basmati. The soiree will be attended by who’s who of the industry, diplomats and concerned government department etc.” Mr. Tripathy said.

“The thought behind the Chef Conclave is reaching Basmati to the local households in the target markets through main stream cuisines such as Chinese, Mexican, Italian and Thai foods.” he said.

MA/GK

Export promotion strategy mobilises culinary marketing and targeted market support to expand Basmati rice access in new international markets. A government-backed export promotion campaign led by APEDA and industry partners uses a special focus market scheme, culinary programming, targeted market outreach and branded publications to diversify markets for Indian Basmati and boost agri-export growth by integrating Basmati into mainstream local cuisines.