Latest news with #SonaMasuri
Yahoo
12-07-2025
- Business
- Yahoo
Deccan Grainz India Announces Entry into Chinese Market Expanding Global Rice Export Presence
Deccan Grainz India, led by Kiran Kumar Pola, has entered the Chinese market with its premium Sona Masuri rice, marking a major global expansion milestone as it prepares for a domestic India launch in 2026. PHOENIX, AZ / / July 12, 2025 / Deccan Grainz India, the company behind the globally recognized rice export brand Deccan, has announced its official entry into the Chinese market, marking a significant milestone in the company's international growth trajectory. This strategic expansion brings the brand's presence to over a dozen countries, including the United States, Canada, Australia, Sweden, the UK, Germany, Ireland, Turkey, and several EU nations. Image Description: Kiran Kumar Pola, Director, Deccan Grainz India With this move, Deccan becomes one of the few Indian rice exporters to successfully penetrate China-a market that, despite being the world's second-largest producer of rice, continues to see rising demand for premium-quality, aromatic rice varieties. The company aims to cater to the evolving tastes of urban Chinese consumers with its signature non-basmati offerings, particularly Sona Masuri. "We are proud to be the only rice brand from South India to have achieved such expansive global reach in rice exports," said Kiran Kumar Pola, Director of Deccan Grainz India. "Entering the Chinese market represents a pivotal chapter in our global journey and underscores the international trust in our quality." Deccan Grainz has built a strong identity as a leading exporter of non-basmati rice, with Sona Masuri accounting for nearly 60% of its total export volume. In the United States, the company holds the leading position in the non-basmati segment, fueled by growing demand from the Indian diaspora and consumers seeking authentic Indian rice. The company sources its rice from thousands of farmers across India, especially from Andhra Pradesh and Telangana. This farmer-first model ensures consistent quality while supporting sustainable livelihoods. "Our farmers are at the heart of our success. Without their commitment to quality and sustainability, our international journey wouldn't have been possible," added Kiran. Deccan Grainz operates a state-of-the-art rice processing facility at Sultanpur near Hyderabad. Equipped with advanced Japanese technology, the plant processes 5,500 metric tonnes of rice monthly and employs over 100 personnel. The facility is central to the company's rigorous quality standards, which have helped Deccan export over 7 crore bags of rice in just 15 years. In a rare reversal of conventional business strategy, Deccan Grainz is now preparing to launch its products in the Indian domestic market in early 2026. "They say we have to win at home before winning abroad. But we already won outside. Now, we are ready to win at home," said Kiran, expressing confidence about the brand's entry into Indian households. The company's success is deeply rooted in the personal journey of Kiran Kumar Pola, who began his career in 1995 as a trainee at a rice mill in Hyderabad. After nearly 14 years of industry experience, he launched the Deccan brand in London in 2008. Under his leadership, Deccan Grainz has evolved into a globally trusted name in rice exports. As it enters China and prepares for its India launch, Deccan Grainz India continues to redefine the global perception of Indian rice through quality, innovation, and strategic growth. About Deccan Grainz IndiaDeccan Grainz India is a Hyderabad-based rice export company known for its premium non-basmati rice offerings, especially Sona Masuri. Operating globally under the Deccan brand, the company serves over a dozen countries and maintains a robust sourcing and processing infrastructure to ensure the highest quality standards. Media Contact Organization: Deccan RiceContact Person Name: Kiran KumarWebsite: contact@ Number: +16024763070City: PhoenixState: ArizonaCountry: United States SOURCE: Deccan Rice View the original press release on ACCESS Newswire Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Time of India
22-06-2025
- Business
- Time of India
AP govt pushes for shift to fine rice cultivation
1 2 Vijayawada: State govt is taking concrete steps to encourage farmers to shift from cultivating thick rice to fine rice varieties in the upcoming kharif season. Although a majority of people in the state prefer fine rice for daily consumption, nearly 95% of the farmers continue to grow thick rice, which is not suitable for local use and is mostly exported to neighboring states for rice rava and idli rava production. To address the mismatch between consumption and cultivation, civil supplies minister Nadendla Manohar has initiated a special awareness and support programme to promote the cultivation of fine rice. He emphasised the importance of aligning farming practices with consumer demand to ensure better profitability for farmers and reduce dependency on imports of fine rice. Speaking at a meeting with the rice millers association held at the civil supplies office in Kanuru, Vijayawada, Manohar urged rice millers to take active role in this transformation. "Millers should encourage farmers to grow fine rice and work together in the interest of both agriculture and consumers," he said, adding, "We must protect farmers' interests while also maintaining the state's food standards." The minister added that promoting fine rice will not only fulfill domestic needs but also open up export opportunities, benefitting the farming sector in the long run. The civil supplies department will coordinate closely with millers and farmers to roll out this initiative effectively in time for the next agricultural season. Meanwhile, the agriculture department is also initiating measures to promote the cultivation of fine varieties like Sona Masuri, Samba Masuri and others. Agriculture authorities said that there is a huge demand for the super fine paddy seed in the market. �� Infographic Highlights: FINE RICE IN DEMAND 95% of AP farmers grow thick rice despite demand for fine rice Thick rice mostly used for rava, not preferred for daily meals Civil supplies dept pushed fine rice cultivation programme Minister Manohar met rice millers to seek cooperation Goal to align cultivation with consumer demand & export prospects
Hans India
28-05-2025
- Climate
- Hans India
Widespread rains revive farming activity in Ballari
Ballari: Consistent rainfall over the past week has brought relief and optimism to farmers across Ballari district, prompting them to resume agricultural activities with renewed enthusiasm. Following the recent full moon (Maghi Hunnime), farmers had begun preparing their lands by mixing compost and clearing fields — a process now accelerated due to the timely rains. The rainfall has created favourable conditions for the sowing of key crops like red gram (toor), cotton, pearl millet (bajra), foxtail millet (navane), and sunflower. Long-unused agricultural tools and equipment have re-emerged from storage, and farmers are actively engaged in clearing rainfed fields and preparing irrigated lands by adding organic manure. Farmers have already begun sowing activities in rainfed fields. In irrigated areas, they are cleaning the fields and applying compost. According to officials, farmer contact centres across the district have adequate stocks of seeds for crops such as bajra, navane, toor, and sunflower. Additionally, paddy seeds of RNR and Sona Masuri varieties have been stocked for irrigated lands. Joint Director of Agriculture T. Somasundar assured that sufficient stocks of seeds, fertilizers, and pesticides have been arranged. 'This year, farmers will not face any shortages. The department has made arrangements through 13 farmer contact centres and 2 additional centres, totalling 15 seed distribution points across the district,' he said. As per his statement, Ballari usually receives an annual average of 599.5 mm of rainfall. Until May 20 last year, the district had received only 53.6 mm, but this year it has recorded 88.4 mm, a 64% increase. For the kharif season, the district has set a target of sowing across 1,63,753 hectares. This includes 89,000 ha of paddy, 35,000 ha of cotton, 20,000 ha of maize, 4,500 ha of red gram, and smaller areas for other crops such as jowar, groundnut, millets, sunflower, and sugarcane. Somasundar added that the kharif season's estimated fertilizer demand stands at 1,08,100 metric tonnes, of which 40,228 metric tonnes are already in stock. Supplies will continue in a phased manner. The district's seed requirement is 11,766 quintals, and 11,800 quintals are currently available. Inspection teams have been formed to monitor the quality and pricing of seeds, fertilizers, and pesticides. Officials have warned that strict action will be taken against vendors selling substandard agricultural inputs. Farmers are advised to purchase only from authorized sellers to avoid fraud and ensure crop safety. Local farmer Eshwarappa welcomed the onset of monsoon and emphasized the importance of supplying high-quality seeds and fertilizers. 'Water has started flowing into the dams. This is the right time for sowing. Farmers must demand bills from agro-stores to ensure transparency,' he said.
