High-quality atta and basmati rice strengthen the company’s portfolio as it takes a more direct route to retail
New Delhi, 22nd September 2026: Vikram Roller Flour Mills Limited (Vikram Mills), a legacy player in India’s agro-products sector is taking its staple food business into more markets across India. The company has been giving greater attention to the quality of its atta and basmati rice products, while also working on a direct factory-to-retailer model. Its focus is to serve different markets with products suited to local requirements and a supply system that can support consistent availability.
The company has built its business over the years around wheat-based staples and has also entered the rice category, including basmati rice. Its current focus is on understanding where particular products have stronger potential and developing each market at a pace suited to local demand.
Mr. Shubham Garg, Director, Vikram Roller Flour Mills Limited said, “The requirement for basmati rice and atta is different in each state. Consumer preferences are not the same across the country. Our focus is to understand these differences and make sure that the right products reach the right markets with consistent quality.”
This regional focus is also shaping the company’s distribution plans. Vikram Mills has been working on a direct factory-to-retailer model that reduces the number of layers between the manufacturing facility and the retail outlet.
Mr. Garg said, “The food business cannot be built only by adding products or entering more markets. The supply system has to work as well. We are therefore looking at sourcing, production, distribution and customer requirements together. This will help us take decisions based on actual market needs.”
Vikram Mills also sees an opportunity in smaller cities and semi-urban markets. Organised food brands are becoming more accessible in these areas, while local preferences continue to play an important role. The company plans to strengthen its presence in markets where it sees a suitable combination of demand, distribution opportunity and product requirements.
The company’s focus extends beyond household consumption. Vikram Mills is also strengthening its institutional business that includes hotels, restaurants, catering companies and other food-service customers. These buyers often have specific requirements related to quantities, packaging, quality as well as delivery schedules.
Quality remains an important part of the company’s manufacturing operations. Vikram Mills has already placed greater emphasis on checks at different stages of production. Starting from the selection of grains it continues through processing and the final product.
The company has also given greater importance to the quality of raw materials and other components used in its manufacturing process. Better use of resources and lower wastage are part of the same effort. These steps have helped the company maintain consistency in its finished products and support the quality standards expected by its retail and institutional customers.
Mr. Garg added, “Customers today expect much more than availability. Quality, consistency and timely supplies have become equally important. We remain committed to understand these changes, improve the way we operate and grow in markets where we see long-term opportunities.”
The changing market provides a wider opportunity for organised staple food companies. According to a market research firm IMARC, the packaged rice market is projected to grow from 13.68 million tonnes in 2025 to 21.09 million tonnes by 2034, with a CAGR of 4.75% during 2026-34. Basmati rice accounted for 51.5% of the packaged rice market in 2025.
For Vikram Mills, this opportunity is not limited to adding more products. The company is looking at the way products are sourced, manufactured, distributed and finally made available to consumers. Its regional market approach is intended to help it decide where to strengthen its presence and which products are best suited to individual markets.
The company plans to strengthen its core wheat business, develop its rice portfolio and deepen relationships with retail and institutional customers. It will also assess new markets, and product categories based on consumer requirements, sourcing stability, and its ability to maintain quality. Vikram Mills is adopting a step-by-step strategy for the next stage of growth.