WayCool’s BrandsNext Forays into the Specialty Rice Segment with the Launch of an Exclusive Biryani Rice Portfolio

Mumbai, 8th November 2023: BrandsNext, a WayCool enterprise, today announced its foray into the specialty rice segment with the launch of an exclusive Biryani portfolio. Diversifying its product range within the KitchenJi flagship brand, the company has unveiled two new variants – KitchenJi Basmati Rice and Kitchenji Seeraga Samba; to cater to the discerning palates of both North and South Indian culinary traditions with a key focus on consistency. Currently entered the specialty rice market with the strong consumer proposition of a consistent product experience.

In line with evolving consumer choices, this deliberate step also addresses the rising demand for Biryani, especially in Tier I and Tier II markets, reaching out to a broad network of 60000+ retailers. The product launch is also supported by a comprehensive marketing campaign titled “The magic of happy sundays” (Ini Sunday Naa KitchenJi Biryani daan). The campaign comprises of an innovative TVC starring South Indian celebrity Ms. Sneha Prasanna endorsing the products. The brand also plans to roll out extensive awareness campaigns across traditional media & social media campaigns as part of the launch.

Commenting on the occasion, Mr BP Ravindran, CEO, BrandsNext, ” Today we observe a trend that Biryani is strong emotion savored across households & it is a favourite food across age groups. The aromatic blend that biryani offers has always been more than just a meal in the rich tapestry of culinary traditions. It’s no wonder then that the quest for the perfect biryani rice has seen an exponential increase especially amongst convenient seekers as a one pot meal. Our deep consumer understanding on Biryani users leads us to the choice of preferred rice varieties commonly used in HH’s for preparing biryani. The ranking in the order of preference being Basmati Rice, Seeraga Samba Rice (Aromatic & Flavorful Short Grain Aged Rice), Long Grain Rice & Everyday rice .We observed a rising demand for biryani rice variants in Tier I and Tier II markets with average consumption per HH’s being 2KG per month. We believe the Indian Basmati rice market has been growing at a CAGR of 10% in the last three years. Hence we recognize this as a significant opportunity and introduced Basmati rice and Seeraga Samba Rice with a proposition of consistent Biryani experience for Biryani lovers. To ensure the authenticity and exceptional quality of our rice, we conducted indigenous qualitative research and rigorous R&D. Our efforts resulted in a product that is consistently fluffy, non-sticky, soft, well-cooked and brings in the aromatic, flavorful goodness every time it’s prepared. This excellence extends to both our specialty rice variants. In line with WayCool’s vision of curating a food portfolio inspired by the Indian Thaali, we are confident that with this move, we are on the path to becoming market leaders, especially in the Biryani rice segment. “

Etched with the USP of providing the choice of blends that assure rice is not a deterrent while cooking Biryani, Kitchenji’s Biryani Rice is sourced from the heartlands of Punjab and Tamil Nadu; while its grains are aged for 12 months to enhance the flavour and aroma. Kitchenji’s Biryani Rice endeavors to address the challenges of consistency in taste, aroma, breakage and texture everytime Biryani is cooked in households. The product is further developed through a stringent Q5 quality process of sourcing, aging, grading, cleaning and packaging, calling for ethical sourcing and hygienic packaging of the product.

With Kitchenji’s portfolio harboring a plethora of pulses, spices, dry fruits and sweeteners, the introduction of our Specialty Rice range offers a delectable experience to consumers. Priced at ₹168 for the Seeraga Samba variant and ₹218 for the Basmati rice variant across Tamil Nadu, Andhra Pradesh, Kerala, Karnataka and Telangana, the Kitchenji Biryani Rice will also be available across e-commerce channels.