Canvas Model On KRBL

KRBL
INTRODUCTION KRBL stands for Khushi Ram Behari Lal, it is an Indian rice processing and
-
exporting company and the world’s largest rice miller, best known for its India Gate brand of Rice,
which is the largest selling rice brand in India. It has currently 4 operating plants in India.
With state-of-the-art manufacturing facilities and a strong distribution network, KRBL has
established itself as a trusted provider of premium basmati rice products worldwide. The company
is known for its commitment to quality, innovation, and sustainability throughout its operations .
BUSINESS CANVAS MODEL
 Key activities:
o Rice processing: Utilize modern processing facilities to clean, mill, and package rice efficiently while maintaining quality
standards.
o Quality control and assurance: Implement stringent quality control measures at every stage of the production process to
ensure consistency and excellence.
o Distribution logistics: Manage an efficient distribution network to deliver products to retail outlets in a timely manner.
o Marketing and brand promotion: Develop marketing campaigns to build brand awareness and promote the quality and
benefits of Basmati rice.
 Key partnerships:
o Rice farmers and suppliers: Secure consistent and high-quality sources of raw rice. KRBL focuses on the concept of contact
farming by supplying high yield seeds directly to the partnered farmers.
o Distribution partners: Collaborate with distributors and wholesalers to reach retail outlets efficiently.
o KRBL aims to partner up with Key Opinion Leaders (KOLS) such as Celebrity chefs, bloggers, journalists and nutrition
experts to co create recipes and discover new use of KRBL produtcs.
 Value proposition:
o High-quality Basmati rice: Offer premium quality Basmati rice known for its aroma, flavour, and long grains.
o Non Basmati Rice: Offers quality non basmati rice, black rice and brown rice.
o Various brands: India Gate, Nur Jahan Basmati, Unity Biryani, Bemisal Basmati, Doon Basmati, Aarati Premium,
India Gate Kolam, India Gate sona musori, etc.
o Trusted brand with a legacy: Leverage the company's long-standing reputation for quality and reliability in the
market.
 Key resources:
o Rice processing plants: State-of-the-art processing facilities equipped with modern technology. Currently it has 4
plants in India in Ghaziabad, Alipur, Gautam Buddh Nagar and in Sonipat.
o Skilled labor for processing and packaging: Trained workforce to handle the processing and packaging operations
effectively.
o Research and Development team: Required to improve pre and post harvesting techniques.
 Customer relationships:
o Direct sales to retailers and distributors: Build strong relationships with retailers and distributors to ensure timely
delivery and address any issues promptly.
o Customer support for inquiries and complaints: Provide responsive customer support to address customer
inquiries, feedback, and complaints effectively.
o Marketing campaigns to engage with consumers: Engage with consumers through various marketing channels to
build brand loyalty and encourage repeat purchases. Currently 88% of communication is done via TV and outdoor
campaigning. Some examples - #Festive kitchen, #jumkekhao, #annapurnas of India, etc.
 Channels:
o Distribution through supermarkets and retail chains: Utilize established retail channels to reach a wide range of
consumers.
o E commerce: Leverage e-commerce platforms to expand reach and accessibility to customers.
o Export channels for international markets: Explore and develop export channels to target international markets and
expand the customer base globally. KRBL has its presence in 90 countries.
 Customer segments:
o Retail consumers: Individuals and households seeking high-quality Basmati rice for cooking at home.
o Restaurants and hotels: Catering to the food service industry, including restaurants, hotels, and catering businesses.
o Export markets: The company exports to over 90 countries with about 36% of its export revenue coming from Middle East
countries.
o In FY23, KRBL witnessed a significant growth of 52% in value sales in modern trade and e-commerce channels.
 Cost structure:
o Raw material procurement: Cost of sourcing raw rice from farmers and suppliers.
o Production and processing costs: Expenses related to rice processing, packaging, and quality control.
o Distribution and logistics: Costs associated with transportation, warehousing, and distribution. Appointment of new
distributors, freight and container costs is an area that poses challenge for KRBL.
o Marketing and advertising expenses: Investment in marketing campaigns, advertising, and promotions to build brand
awareness and drive sales.
o R and D - allocate funds for research and development to improve processing techniques, develop new products, or enhance
existing ones.
 Revenue streams:
o Sales of rice products: Revenue generated from the sale of Basmati rice and other rice products.
o Export revenue: Income generated from exporting rice products to international markets. Export sales of 1931
Crores in the FY 23 which is 33% percent more than that of FY 22.
o Witnessed a significant growth of 52% in value sales in modern trade and e-commerce channels. This positive
trajectory is a testament to the company’s successful efforts.

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