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Introduction
Rice is the grain with the second-highest worldwide production, after maize. It provides about one fifth of the calories consumed worldwide by the human species. World production of rice stands at about 550 million tonnes in 2010. But only about 56% of rice produced is traded internationally.
Major Producer
Major Exporters
2,000,000.00
1,500,000.00
1,000,000.00
500,000.00
0.00 Delhi Haryana Himachal Pradesh Jammu & Kashmir Punjab Uttar Pradesh Uttarakhand
Branding of Basmati
Total domestic basmati consumption of 3.5 lakh metric tonnes Branded basmati accounts for about 1.25 lakh metric tonnes Growth rate of 20 percent a year Indian branded basmati market estimated at Rs. 600-700 crores Famous brands
Lal Qilla Double Diamond Brand Basmati Rice Resham brand Pari Basmati Rice Dawat Basmati Kohinoor Basmati Annapurna Blue Label Basmati Lal Haveli Basmati
Promotion by APEDA
Invited bids for installation of advertising hoardings at Terminal 3 of Indira Gandhi International (IGI) airport The period of display will be for one year from May 16, 2011 At Jeddah, Saudi Arabias busiest airport, Saudi dates are promoted via hoardings and even sold at shops Total basmati rice production is estimated at 7 million tonnes in the 2010-11 crop year 10 per cent higher than 6.4 mt recorded in the previous year India shipped 2.01 mt basmati rice mainly to the UAE, Iran, Saudi Arabia, Europe and the US
Promotions by APEDA
Huge potential for export in US Zee Heritage Of India and Fancy Food & Confectionary Show Rice testing session at the venue, where special dishes made of Indian basmati rice prepared by chefs served Launch of "Quality Produce of India" logo to establish distinct image of Indian basmati rice Buyer-seller meet will be organised, providing exporters an exclusive opportunity to interact with importers Zee TV had captured the event
Identification
In 1997, an American company RiceTec Inc, was granted a patent by the US patent office to call the aromatic rice grown outside India 'Basmati RiceTec had brands existing brands like Kasmati and Texmati with minimal success After obtaining the patent rights, RiceTec could label the rice as Basmati, locally as well as for exports Grave repercussions for India and Pakistan
losing out on the 45,000 tonne US import market which accounted for 10 percent of the Basmati exports Lose ground in other crucial markets such as EU, UK, Middle East and West Asia
A violation of the fundamental fact that the long grain aromatic rice grown only in Punjab, Haryana, and Uttar Pradesh is called Basmat
The Outcome
Both voluntarily and due to review decisions by the United States Patent and Trademark Office, RiceTec lost or withdrew most of the claims of the patent Withdrew the right to call their rice lines "basmati.