New Book To Boost Basmati Sales

Posted by Louise Miles on 06/12/2011

An Indian chef has launched a recipe book to help British consumers and retailers recognise the versatility of Basmati rice

The newly released title by Shilpi Gupta called Basmati: Fragrance, Flavour & Finery features 30 recipes from around the world.

The book suggests 'going against the grain' by using Basmati rice to create European dishes such as risotto and paella.

The book launch is part of the Basmati For The World 2011 campaign which aims to push the sales of India's top food export item even further. Asit Tripathy, chairman for the rice body, APEDA comments, “The main objective of the conference is to promote Indian Basmati Rice across the world by integrating Basmati rice into local recipes.”

As part of the book launch and two-day conference chefs were drawn from the USA, Mexico, Italy, France, and Moscow to recreate the featured Basmati dishes.

Dr Rahul Khullar, secretary-commerce for the Government of India said that the initiative is part of the government’s intention to boost Indian exports to new and emerging markets.

“Indian Basmati has gained greater recognition for its quality in the world market and the country has recently been successful in expanding export of this unique aromatic rice to new markets including Africa, Europe Latin America, Oceania and Central Asian regions.

“As part of the government’s newer strategy to double all exports by year 2014 a special focus has been given on employment intensive sector agri-exports for which the export target has been set at USD 22 billion. The Ministry of Commerce has prepared a strategy paper envisaging doubling of exports to USD 500 billion by 2014," Mr Khullar said.