ITC launches non basmati rice brand – ‘Sona Masoori’

ITC Ltd has ventured in he packaged rice segment with its launch of its brand “Sona Masoori”. It has initially launched the product in Bengaluru market. The non-basmati variety is a crowded market with various regional brands from rural rice mills to mandis.

The company offers 25-kg packs offering ‘free home delivery’ at an special offer price of ₹1,400 per bag. It may be noted that, the other big organization in the market are Adani Wilmar and Patanjai Ayurved.

The basmati rice segment is a tough field with major brands like India Gate, Kohinoor, LTFoods etc., which has large market besides a large export market.

Company Profile : ITC Ltd

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