WayCool’s BrandsNext forays into the specialty rice segment

BrandsNext, a WayCool company, has forayed into the specialty rice segment by launching a unique portfolio of Biryani. Diversifying its product range under the flagship KitchenJi brand, it announced two new variants – KitchenJi Basmati Rice and Kitchenji Seeraga Samba, it announced.  In line with changing consumer choices, this conscious move also caters to the growing demand for Biryani, especially in Tier I and Tier II markets, and extends to a large network of 60,000 retailers.  

BrandsNext CEO BP Ravindran said in a release that the demand for biryani rice varieties is increasing in Tier I and Tier II markets and the average consumption per household is 2 kg per month. India’s Basmati rice market has grown by 10 percent over the past three years. There is a significant opportunity and the company has introduced basmati rice and  Samba rice with Seera to the biryani lovers.  Kitchenji Biryani Rice is available in Tamil Nadu, Andhra Pradesh, Kerala, Karnataka, and Telangana at ₹ 168 for the Samba variant with Seera and ₹ 218 for the Basmati rice variant. It is also available on e-commerce channels.

Leave a Reply

Your email address will not be published. Required fields are marked *