Engro Eximp entered the rice processing business in 2010 with a view to bringing value addition to the agriculture sector of the country. With a primary focus on buying rice paddy from farmers rather than middlemen, the Company’s inclusive business model concentrates on improving the competitiveness of Basmati rice for farmers to ensure enhanced yield/acre and reduction in cost of production/ton to benefit the farmers. The key strategy is to increase farm productivity and quality by enhancing the capabilities of the farmers with the effect that in 2012 the total paddy bought directly from farmers was worth USD 20 million. Following the processing of this rice, the product was being marketed to international markets.
With the success of its rice products in the Middle East – marketed under the brand name Rhymah – the Company has now launched the product in Karachi. Currently, Engro Bharosa will be available in four variants: Super Kernal Basmati, available in 1, 5, 10 and 25 kg packs; Bachat, available in 1, 5, 10 and 25 kg packs; Ponia in 1, 5, 10 and 25 kg packs and Kayinat 1121 available in 25 kg package.