Proactive action demanded to salvage Pak basmati market

Karachi: The Rice Syndicate of Pakistan lamented that the basmati rice of Pakistan has lost ground to Indian competition due to lethargy and lack of proactive action and urged the ministry of commerce to make serious efforts to revive the basmati rice industry to its past glory.

Convener RSOP Haji Mohammad Saeed held a meeting with the Union of Small and Medium Enterprises (UNISAME) president Zulfikar Thaver and invited his immediate attention to the prospects available and urged him to seek the opportunity to promote basmati rice in Arab, African, European and America and also Latin American countries.

He told the participants that it is now or never and if serious promotion is not done, Pakistan will lose the markets forever as India is taking advantage of our shortcomings and laziness. Effective marketing and promotional activities like gifts, festivals, deals and superior packing is required to do handsome promotion of the king of rice, our super basmati rice he emphasized.

Haji Saeed said our super basmati rice is really superior to our competitors’ grains and is aromatic, tasty, good looking in length and elongates when cooking. It is liked by basmati lovers all over the globe. It is indeed the best rice in the world and rated as banquet rice by the middle class and well to do.

UNISAME chief assured the participants that every effort will be made to promote basmati rice in the social media by experts and offered all help to the Trade Development Authority of Pakistan (TDAP) to aggressively promote the basmati variety of Pakistan.