Vikram Roller Flour Mills Limited (Vikram Mills), a long-established name in India’s wheat-based food segment, has entered the rice category. The company is expanding beyond wheat flour and allied staples to include everyday food products such as rice and rice-based items.
Through this expansion, Vikram Mills is looking to increase its presence in essential food categories linked to regular consumption. The basmati rice products will be introduced in stages. Distribution of rice range will cover retail outlets alongwith institutional customers such as hotels, restaurants, food service operators and FMCG companies. The focus will remain on supply continuity while maintaining the product quality.
The company supplies its products from its own manufacturing units, including facilities at Lawrence Road Industrial Area (Delhi) and Kiloi, Rohtak. These plants will support the expanded portfolio and ensure controlled, uninterrupted supply across categories.
Vikram Mills has spent the past few years studying customer preferences and demand in the basmati rice category. The company has entered the segment after reviewing demand trends and procurement requirements and has ensured supply-chain preparedness before introducing rice. According to the management, customers are increasingly sourcing more than one staple product from manufacturers they already work with.
Basmati rice sourcing will follow a paddy-to-rice model, similar to the company’s wheat sourcing approach. Paddy will be procured directly, stored in warehouses for ageing and processed into rice, allowing better control over quality, grading, and consistency—on lines comparable to wheat-to-flour operations at Vikram Mills.
The rice portfolio has been planned keeping in mind the regional consumption habits and bulk usage requirements. Initial offerings will focus on commonly consumed, high-quality variants, with scope for additions based on market response and feedback from trade partners and buyers.
Speaking on the development, Shubham Garg, Director, Vikram Roller Flour Mills Limited, said, “Staple foods continue to form the backbone of everyday consumption in India. While wheat-based products remain our core strength, rice is an equally important category across regions. Our entry into basmati rice builds on our manufacturing and sourcing capabilities and allows us to offer customers a wider range of essential products.”
The rice category will be supported through sourcing, grading, and processing practices similar to those followed for the company’s wheat products. The same checks related to hygiene and traceability will apply to the rice range.
