Royal Basmati Rice

Commodity Food Chain

 “One Saturday my mom wakes my from my beauty sleep and hands me a long
list of items to go to the grocery (PriceSmart) to collect. At the top of the
list was top of the list was ‘Basmati Rice’. She was so specific in the type of
rice that I purchase that she underlined the word ‘Basmati’ twice.”

According to Fair Trade Foundation (2011), Rice is a major source of staple in the everyday diets of people for more than half of the world. There are more than 40,000 different varieties of rice but only 10% of that is grown for commercial use and it is expected by 2030 the demand for rice will increase by 50%. Most of the rice grown is consumed locally where it is grown with a faction of 6% being traded.

 The name, Basmati rice, means the queen of fragrance or the perfumed one, and this type of rice is well known for its high quality and aromatic taste. This simple grain rice has been part of many cultures and traditional dishes throughout the years. Its original Hindi name was Vasumati, ‘bas’ originated from Prakit Vas, Sanskrit meaning aroma and “mati” from mayup meaning ingrained from origin. America’s top importer of Basmati rice for over 15 years is located in Irvine, California, the Royal Brand of Kusha Incorporated. Established in 1992 June 9th, Basmati rice products have been received from India and Nepal.

Basmati rice is a major staple characterised by its slender, long grains, the rice has a sweet soft taste which cooks easily. Grown on the Himalayan foothill mountain ranges, the rice paddies are tender by farmers on the rich alluvial flood plains of the Yamuna and Sutluj River in Haryana and Punjab. 

Kusha Incorporated is a subsidiary of LT Foods Company, who president is Mr. Abhinav Arora. Kusha Inc. has developed into a full fledge ‘farm to fork” enterprise with comprehensive traceability responsibility, carrying out all its processes from the rice paddy fields to the grocery shelves.

 Kusha Inc. is directly involved in the entire process of production and oversees the different stages from planting of seeds, processing, packaging and exporting.  Supply chains can be traced from origination via seed coding, crop monitoring, and harvesting through procurement, transfer and shipment. Basmati rice comes from the old Karnal district, known as the 'rice bowl of India' which produces the best and highest quality of rice. Basmati is now grown in Karnal, Panipat, Kaithal, Kurukshetra and Ambala districts of Haryana. It is also grown in Punjab, Dehradoon region of Uttranchal & Jammu region of Jammu & Kashmir.

There is only one ideal geographic area that basmati rice can be grown and it has been cultivated there for centuries.  This unique rice thrives in the fertile Himalayan mountain soils, particularly at the foothills and valleys in northern India and parts of Pakistan. Here, the rice has the perfect light, water and heat conditions for growth. Basmati rice paddies are irrigated by rivers which contain highly nutritious water from the melted snow of the mountain tops. The major rivers in India that provide water for the rice fields are the Yamuna and Sutlej, located at Haryana and Punjab respectively.

 Haryana produces the most basmati rice as compared to the other cultivating states in India while the best quality rice is grown in the Kamal district. Basmati rice is known as the “queen of fragrance” as it has a distinctive aroma and flavour compared to other types of rice. It is thought that basmati rice is unsuitable for growth in areas of high rainfall because of its influence on the aroma; hence, it is mostly cultivated during the summer months for best results and high quality. The nutritious river water is a key factor in the aroma. Ageing of the rice for 12-18 months after harvest also contributes to its distinctive characteristics. 

Basmati rice plants are naturally tall and slender and produce low yield that are of high quality. For these reasons, Basmati rice is an expensive commodity in markets, both local and international. However, scientists at the Agricultural Research Institute in Delhi (ARID), India, have conducted experiments to produce genetically modified basmati rice plants which maintain most of the characteristic features but are shorter and have a higher  yield (almost twice as much). This has negative social impacts on local farmers.

According to Women Studies (2014), Basmati rice farmers in India mainly consist of local, especially women. Being a huge part of India’s culture and traditions as well as a significant part of their diets, local farmers highly depend on the cultivation of their rice paddy fields. This is also the main source of their cash income. The low yield of traditional basmati rice fields, coupled with the introduction of hybrid rice plants of higher yield (by the ARID), greatly decreases the profits or benefits of the local farmers.

 Naturally, monsoon rains can flood rice fields, causing the land to become waterlogged. Basmati rice does not require a large amount of water so therefore, in the event of monsoon showers, there will even lower yields. As a result of this, farmers can expect to grow only one crop of rice each year. Some farmers are not even able to grow alternative crops in order to obtain sufficient income. Local farmers usually use oxen or cows for milk and pulling power, as well as for production of organic farm manure for fertilisation of their rice fields. For the more fortunate land owners, the rice can be grown anytime throughout the year due to possession of superior land.

What Vitamins Does Rice Have Inside?

Vitamin B

The B complex group enables the body to produce energy. Wild, white and brown rice contains vitamins B1 through B6. B12 is not found in rice, but long grain brown rice contains more B vitamins than does wild rice or white rice

Vitamin E

Vitamin E is found in wild, white and brown rice and acts as an antioxidant, protecting the body from damage caused by the presence of unstable molecules or free radicals. Vitamin E prevents the destruction of cell membranes and fat-soluble tissues of the body.

Vitamin K

Vitamin K promotes bone growth and clotting of the blood by aiding in calcium transport throughout the body. Usually Vitamin K is found in leafy green vegetables, but in some types of rice it can be found. For example long grain brown rice provides the highest amount of vitamin K.

Owning to its unique characteristics the “scented Pearl” lends a touch of class that can transform even the most ordinary meal into a gourmet’s delight. As a result, it has received international recognition and appeal.

•Allows people a wider variety of rice types (choice) on provided on the shelves at local groceries.

•Used in religious practices: food, offering, prayers, as seen in the Hindu religious practices.

•Promotes a higher quality of rice as therefore appeals to the upper/elite members of society as a form of luxury lifestyle/eating.

•Used in foods as a healthier choice due to all natural and no additives certified labels.

•Royal – suggest of higher quality and standards (elite).

•Himalayan mountains used to market the product as a form of exotic value added product.

•The benefits of better quality and nutrients will encourage people to purchase, and increase costumer satisfaction. 

Work Cited:

·         Chane, Jaisalmeri. 2012. “Climatic Conditions for Rice Cultivation.”

·         Fair Trade Foundation. 2011. “Federation of Small Farmers' Associations of Khaddar Area, North India & Sunstar Overseas Ltd.” (Accessed: 10th April, 2014)

http://www.fairtrade.org.uk/producers/rice/federation_of_small_farmers_associations.aspx

·         Vandana, Shiva. 2000. Stolen Harvest: The hijacking of the Global Food Supply. Boston, MA: South End Press.

·         Women Studies. 2014. (Accessed: 10^th April, 2014)

http://ws.appstate.edu/virtual-tour/basmati-rice