DRRK Foods, a prominent name in India’s premium Basmati rice industry, is set to amplify its domestic distribution network by 50% by the end of 2025. This strategic move aims to bolster the availability of its flagship brand, Crown Basmati Rice, across urban centers and emerging markets in tier 1, 2, and 3 cities.
Currently collaborating with approximately 150 distributors nationwide, DRRK Foods plans to increase this number to over 300 within the next two years, focusing on partners with a background in fast-moving consumer goods (FMCG). This expansion aligns with the company’s commitment to making Crown Basmati Rice more accessible to consumers across diverse regions.
To support this growth, DRRK Foods has invested Rs 20 crore in establishing a new packing, sorting, and grading unit near Mundra Port, expected to be operational by February 2025. This facility will enhance the company’s export capabilities, with a daily packing capacity of 350 metric tons of rice. Additionally, plans are underway to open another unit in Haryana or Madhya Pradesh, with a capacity of 600 metric tons per day, involving an investment of Rs. 60–70 crore.
DRRK Foods is also embracing digital transformation to meet evolving consumer preferences. Crown Basmati Rice is now available on quick-commerce platforms such as Zepto, Blinkit, and Swiggy Instamart, initially launched in Delhi NCR and select markets of North India, with plans to extend to Chennai, Lucknow, and Chandigarh. This initiative complements its existing presence on e-commerce giants Amazon and Flipkart.
In a bid to strengthen its digital footprint, DRRK Foods has partnered with digital marketing agency Team Pumpkin, which will oversee social media management and public relations initiatives for Crown Rice. This collaboration aims to enhance brand visibility and engagement across various channels.
“At DRRK Foods, we are strategically focused on strengthening the retail presence of Crown Rice, our flagship and proprietary brand,” said Vikram Marwaha, Joint Managing Director, DRRK Foods. “As consumer trust in quality Basmati rice continues to grow, we’re doubling down on expanding Crown’s reach across India and key international markets. This expansion in our distributor network is a necessary step toward making Crown more accessible and establishing it as a leading name in the premium rice category.”
With these strategic initiatives, DRRK Foods is poised to reinforce its position in the premium Basmati rice segment, catering to both domestic and international markets, and meeting the growing demand for high-quality rice products.