JAMMU: Jammu-based heritage food brand P Mark, a household name in Jammu and Kashmir, has expanded its product range by introducing premium Basmati rice. Promoted by the Puri family, PBI India Pvt Ltd., which has long been known for its flour, atta, and allied products under the P Mark label, is now venturing into the rice segment with a strong emphasis on quality and authenticity.
Shubham Puri, Director of PBI India Pvt. Ltd., highlighted the brand’s commitment to purity and excellence in its new offering. “We have introduced pure 1121 long grain steam Basmati, sourced straight from Punjab. This rice is single-origin, without any blending or mixing — something we’ve been very particular about, even though it does push up the cost compared to some of the blended varieties in the market,” he said.
P Mark’s Basmati undergoes steam processing, a technique that preserves its natural aroma and structure, ensuring a long, fluffy texture when cooked. Puri emphasised that the product is designed for customers who prioritise quality, whether for daily meals or festive occasions. “We’re taking it slow, building the category with the same commitment to purity and trust that P Mark is known for in atta and maida,” he added.
PBI India has established a robust sourcing network in Punjab, where its dedicated purchase team selects premium 1121 long-grain steam Basmati rice from top processors. The rice is then transported to the company’s in-house facility in Jammu, where it undergoes stringent quality testing before packaging. This ensures that every batch meets the company’s high standards and maintains consistency in texture, aroma, and cooking performance.
Currently, P Mark Basmati rice is distributed in Jammu and Kashmir, Leh, Punjab, and Himachal Pradesh, as well as select areas of Haryana, including Panchkula and Ambala. Encouragingly, the brand has also gained traction on e-commerce platforms like Blinkit, reflecting growing consumer preference for its premium product.
While establishing itself in the rice market, PBI India is also exploring the unique Basmati varieties indigenous to Jammu. Traditionally, Basmati 370 and Ranbir Basmati have been celebrated for their exceptional aroma and grain quality. However, consumer preferences have shifted towards newer varieties like 1121 due to cost-effectiveness and ease of cooking. Recognising the niche market that values the distinct taste of local varieties, P Mark plans to incorporate them into its product line soon. The company also aims to collaborate with e-commerce partners to reach consumers who seek these traditional flavours.
PBI India sees significant export potential for its Basmati rice, given the naturally low pesticide residues in the region’s produce, which align with the stringent quality standards of European and American markets. While the Middle East remains a dominant player in the Basmati trade, P Mark is strategically positioning itself to penetrate Western markets, where demand for high-quality, pure Basmati is rising.
With its legacy of trust and quality, P Mark’s entry into the Basmati rice market marks a significant step in its journey of delivering premium food products to both domestic and global consumers.
