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– Vikram Marwaha, Joint Managing Director, DRRK Foods
As part of NUFFOODS Spectrum’s 12th Anniversary Special interview series, we begin with an exclusive conversation with Vikram Marwaha, JMD, DRRK Foods, on shaping the future of premium Indian rice. In this first feature of the series, Marwaha shares Vision 2030 for the flagship Crown brand—blending India’s rice heritage with health-focused innovation, sustainability, and global expansion. From low-GI and fortified variants to strategic export growth and digital consumer engagement, DRRK Foods is redefining how Indian rice is positioned at home and abroad.
What is DRRK Foods’ Vision 2030 for positioning Indian rice—especially your flagship Crown brand as a premium, health-forward choice both in India and globally?
By 2030, DRRK Foods aims to position its Crown brand as the leading choice for premium, health-conscious rice globally. We’re blending India’s rich rice heritage with innovation, offering products like Crown Diet Rice that cater to modern wellness without compromising on taste. Our vision is to take Indian rice to numerous countries backed by sustainable practices, advanced processing, and strong consumer trust. In India, we’re building deeper connections through targeted marketing and smart distribution to make healthy eating a lifestyle.
Can you share your growth targets by 2030, such as expansion in domestic distribution, market share in tier 1 and tier 2 cities, or milestones in product portfolio diversification?
By 2030, we aim to scale the company’s domestic distribution by over 50 per cent, with deeper market penetration in tier 1 and tier 2 cities. The company is targeting Rs 2,500 crore in turnover by FY 2027, driven by global expansion and rural reach. It is also focused on diversifying its Crown portfolio with health-forward offerings such as aged basmati, low-GI, fortified, and ready-to-cook variants to meet the evolving needs of both Indian consumers and international markets.
What role do R&D and innovation play in your premiumisation strategy? Are you working on new variants like aged basmati, low-GI, or fortified rice that meet the growing health and wellness demand?
R&D and innovation are at the core of our premiumisation strategy. We’re constantly exploring ways to enhance quality, nutrition, and taste. Our team is actively developing new variants such as aged basmati for richer aroma, low-GI rice for diabetic-friendly diets, and fortified options that support daily wellness. With growing consumer focus on health, we aim to lead the category with science-backed, premium offerings that not only meet evolving dietary needs but also elevate the perception of Indian rice globally.
DRRK has built a strong international presence with Crown. What are your export goals by 2030 in terms of the number of new global markets, market-specific SKUs, or distribution footprint?
By 2030, we aim to expand our Crown brand’s presence to new global markets, with a strong focus on regions like North America, Europe, Africa, Southeast and growing countries in Africa like Kenya, Nigeria, Burkina Faso etc. The company plans to introduce healthy rice snack based SKUs tailored to local tastes, dietary needs, and culinary preferences in established markets like the Middle East, US, UK etc. Additionally, we are targeting a robust distribution footprint across international retail and HoReCa channels, reinforcing its position as a trusted exporter of premium, health-forward Indian rice on the global stage.
Are there plans to expand your ready-to-cook (RTC) or convenience rice offerings for the Indian consumer? How do you see this segment evolving over the next 5 years?
Yes, we are actively expanding our ready-to-cook (RTC) and convenience rice portfolio to meet the rising demand for quick, nutritious meal solutions. With urban lifestyles getting busier, consumers are seeking high-quality, easy-to-prepare options without compromising on health or taste. Over the next five years, we see this segment growing significantly, driven by health-conscious millennials and nuclear families. Our focus is on launching innovative variants that combine convenience with authentic flavours, clean ingredients, and the trusted quality of the Crown brand.
How does DRRK Foods plan to leverage digital platforms, e-commerce, and D2C models to drive deeper consumer engagement and access in India by 2030?
We aim to build a strong digital ecosystem to enhance consumer access and engagement across India by 2030. We’re leveraging e-commerce platforms, quick-commerce partnerships, and our D2C channels to deliver curated rice solutions directly to households. Our strategy includes using data-driven insights for personalised marketing, expanding our digital footprint in tier 1 and tier 2 cities, and creating content that educates consumers on health-forward choices. The goal is to make Crown a household name through seamless, tech-enabled experiences.
How do you differentiate your Crown offerings to counter commoditisation in the rice market and elevate consumer perception of Indian rice globally?
We are transforming Crown from a commodity into a premium, purpose-driven rice brand. We’re differentiating through innovation, offering health-focused variants like Crown Diet Rice, aged basmati, and soon, low-GI and fortified options that align with modern wellness trends. Our commitment to advanced milling, sustainable sourcing, and rigorous quality control ensures every pack delivers on taste, trust, and nutrition. Globally, we’re elevating Indian rice through strong brand storytelling, consumer education, and multi-channel strategies that celebrate its heritage and health benefits.
With South India projected to contribute 75 per cent of your domestic growth in the coming year, how does the new manufacturing facility near Madhya Pradesh and Mundra Port support this ambition? Can you elaborate on your logistics and distribution strategy for this high-potential region by 2030?
South India is a key growth driver for us, and our new facility close to Madhya Pradesh has been planned to maximise supply efficiency to this region. Its location in the center cuts down on transit time to major southern markets to bring in fresher products and have faster replenishment cycles. Being close to main highways and rail connections also minimises transportation costs, enabling us to supply distributors and retailers more competitively. In the long term, we are investing in a hub-and-spoke distribution system with regional warehouses in high-priority states such as Tamil Nadu, Karnataka, and Andhra Pradesh. We plan to create a fully integrated logistics network by 2030, utilising both road and coastal shipping routes from Mundra Port to rationalise domestic supply to South India and enhance our capability to scale up fast when demand increases.
Your recent Rs 20 crore investment in a new sorting and packing unit near Mundra, and the planned 600 MT/day facility, signal a bold export push. What are your long-term goals for international expansion, and how do these capex initiatives align with your Vision 2030 for Crown’s global presence?
Our investments near Mundra are a part of a long-term strategy to place Crown in the position of a world leader in our niche. Mundra Port provides us with unmatched access to the international market, providing quicker turnaround times and cost-effective freight to the Middle East, Africa, Europe, and Southeast Asia. Also, the 600 MT/day capacity increase will further enhance our production size, enabling us to handle bulk orders while ensuring consistency in quality. Our Vision 2030 is about making Crown a respected brand in at least 80 global markets, with exports accounting for 40 per cent of our revenues. The investment in sorting, packing, and manufacturing not only increases capacity but also enhances operational flexibility, allowing us to tailor products to meet various market requirements. This holistic strategy makes us future-proof to serve changing global demand while solidifying our position as a high-quality, dependable supplier.
Mansi Jamsudkar Padvekar