“Promoting ‘Brand India’ through global campaigns for premium food products can help exporters stand out in crowded international markets”

Vikram Marwaha, Joint Managing Director of DRRK Foods

India’s Basmati rice industry has witnessed robust growth, with exports surpassing Rs 5.2 billion in FY 2024. Challenges like geopolitical tensions, regulatory complexities, and shifting trade policies, however, continue to test exporters’ resilience. Amidst this dynamic landscape, DRRK Foods has emerged as a formidable player, exporting to over 35 countries and closing the fiscal year at around Rs 850 crore, with nearly 80 per cent of that driven by international markets. The company’s expansion into complementary segments like ready-to-eat meals, spices, and snacks signals its ambition to evolve into a holistic global food brand. In the exclusive conversation with NUFFOODS Spectrum, Vikram Marwaha, Joint Managing Director of DRRK Foods, shares insights into the strategies powering their global success, the evolving preferences in different markets, and the future of India’s premium rice exports. Edited excerpts:

DRRK Foods has successfully carved a niche in international markets. What are the key factors that determine the success of Indian F&B companies looking to go global?

For Indian F&B companies aiming to expand globally, success starts with a commitment to excellence and deep market insight. At DRRK Foods, our journey has shown that consistent quality, understanding local tastes, and building strong distribution partnerships are key steps. Additionally, we have also learned that storytelling matters, like positioning Indian products with a premium feel, and heritage-led branding resonates strongly with international consumers. When these elements come together, they not only open doors in new markets but also help in sustaining long-term consumer trust and loyalty across diverse geographies.

Any pointers for emerging exporters, poised to enter a new market?

Entering a new market requires a blend of strategic insight and local adaptability. We begin by deeply analysing the market landscape, studying cultural preferences, legal regulations, and competitive dynamics.

What are the biggest bottlenecks or compliance challenges Indian exporters face when scaling globally?

Scaling globally presents a unique set of challenges for Indian exporters, especially in navigating diverse regulatory environments and evolving international standards. Compliance with food safety and labelling regulations remains a top concern, differing across countries and often changing with little notice. On the other hand, logistics pose another hurdle, ranging from shipping delays to disruptions caused by geopolitical tensions. On top of that, currency fluctuations and trade uncertainties demand financial agility.

While the Middle East is a prime market for Indian Basmati, recent regional tensions and shipping issues have created headwinds. How are you building resilience in your export operations to withstand such shocks?

To navigate the uncertainties in the Middle East, we’ve adopted a proactive and agile approach to strengthen our export resilience. This includes leveraging multiple ports, maintaining strategic buffer stocks, and partnering with a diversified network of logistics providers. We also track geopolitical and shipping developments in real time, enabling swift rerouting when needed.

Your move into spices, RTE meals, and snacks suggests a broad F&B vision. Are these new categories designed for global markets from day one?

Our expansion into spices, ready-to-eat meals, and snacks is a carefully planned step toward building a holistic F&B portfolio with a strong global focus. We’ve seen a growing appetite for Indian flavours and convenient meal options across international markets. From day one, our product development is aligned with global standards—whether it’s shelf life, flavour adaptation, or packaging formats.

DRRK exports to over 35 countries. Which are some of the internal quality control mechanisms followed by you to meet varied regulatory standards across these countries?

Quality assurance is embedded into every stage of our operations to meet the diverse regulatory standards across 35+ countries. We implement a stringent multi-level quality control system, starting from careful sourcing and extending to final dispatch. Our in-house laboratories and certified partner facilities comply with global benchmarks such as HACCP, BRC, and ISO. Each shipment is subjected to rigorous testing, documentation, and traceability protocols.

Which government policies or trade agreements have helped (or hindered) your ability to expand globally?

Government support through schemes like RoDTEP, MEIS, and APEDA initiatives has helped us remain cost-competitive and compliant while scaling globally. These policies provide essential export incentives and enable access to global markets through trade facilitation. That said, faster clearances, unified digital certification processes, and upgraded port infrastructure would significantly improve turnaround times and reduce operational friction.

What more could be done by Indian trade bodies or the government to make Indian F&B exporters more competitive?

To enhance the global competitiveness of Indian F&B exporters, trade bodies and the government can focus on building export intelligence platforms that offer real-time insights into global demand, pricing, and regulatory trends. Access to affordable finance, especially for SMEs, remains critical. Additionally, improved cold chain and port infrastructure, simplified documentation through digital portals, and faster turnaround for export clearances would boost efficiency. Strategic brand-building initiatives—like promoting “Brand India” through global campaigns for premium food products—can help Indian exporters stand out in crowded international markets.

You cater to major markets like Iraq, Saudi Arabia, Jordan, the UAE, and Yemen. What are the similarities and cultural or culinary differences in Basmati rice consumption across these countries?

Basmati rice holds a special place in the culinary traditions of the Middle East, much like in India. However, consumer preferences differ across regions. In Saudi Arabia and the UAE, there’s a strong demand for extra-long grain rice with firm texture and visual appeal, particularly for dishes like Mandi, Kabsa, and Biryani, where presentation is key. Iraq, on the other hand, tends to favour Basmati variants with a deeper aroma and slightly softer grain structure, which better complements their local rice dishes. Jordan and Yemen have more blended preferences but also value aromatic, fluffy rice. While Indian consumers may focus more on the versatility and daily usability of Basmati, these markets prioritise grain length, aroma, and post-cooking elongation.

How do you tailor your export strategy for mature markets like Saudi Arabia versus emerging ones like Iraq or Jordan?

We adapt our export strategy based on the market’s level of maturity, recognising that in mature markets like Saudi Arabia, where consumers are already familiar with Basmati rice, we focus on offering premium varieties, building strong brand recall, and expanding through well-established channels. These buyers expect consistent quality, good packaging, and variety. In contrast, for emerging markets like Iraq or Jordan, we prioritise competitive pricing, run sampling campaigns, and work on building trust with retailers.

Basmati rice exports from India hit a record high in FY 2024, crossing Rs 5.2 billion in value. However, trade sources suggest volatility in the coming fiscal year. How do you see India’s export performance in FY 2025-26 and beyond?

We expect India’s Basmati rice exports to remain strong in FY25–26, though some volatility is likely due to geopolitical tensions, shifting import policies, and global economic uncertainties. Despite these short-term challenges, the long-term fundamentals remain robust, driven by rising global demand for premium rice and greater awareness around quality and origin. The focus should now be on sustaining quality, expanding branding efforts, and diversifying markets. If these areas are addressed strategically, Indian exporters can continue to grow and consolidate their leadership in the global Basmati segment.

Although on hold till June, what challenges and opportunities do you foresee for Indian rice exports if the new 26 per cent U.S. reciprocal tariff on Indian agri-food exports comes into force?

As of now, we are not sure that rice is present in the granular list, as the list is not out yet. Having said that, if it’s a 26 per cent duty on Indian imports, it will necessarily have an effect on pricing, but our strategy is to reduce disruption while remaining competitive.

The company closed this fiscal year at around Rs 850 crore. Can you tell us what percentage of this revenue is from the international and domestic markets? What are your revenue targets for FY25 -26?

International markets account for nearly 80 per cent of our total revenue, reflecting the strong demand and brand equity we’ve built globally. As we move into FY25–26, our focus remains on scaling sustainably by deepening our presence in existing markets and exploring new ones. We are also expanding into complementary product categories like ready-to-eat meals and spices. While exports continue to drive the majority of our growth, we’re equally committed to strengthening our domestic footprint through increased retail reach and product diversification.

How do you foresee the Indian rice trade evolving over the next 3-5 years, both in terms of exports and domestic demand?

Over the next 3–5 years, we foresee a clear shift in the Indian rice trade toward premiumisation and value-added offerings. As domestic and international consumers become more quality-conscious, there will be a higher demand for branded and specialty rice that delivers consistency, aroma, and health benefits.

Mansi Jamsudkar

mansi.jamsudkar@mmactiv.com