{"id":9579,"date":"2023-10-26T12:46:48","date_gmt":"2023-10-26T12:46:48","guid":{"rendered":"https:\/\/ricenewstoday.com\/dev\/?p=9579"},"modified":"2023-10-27T12:47:51","modified_gmt":"2023-10-27T12:47:51","slug":"consumption-of-unbranded-basmati-leaving-scope-for-adulteration","status":"publish","type":"post","link":"https:\/\/ricenewstoday.com\/dev\/consumption-of-unbranded-basmati-leaving-scope-for-adulteration\/","title":{"rendered":"\u2018Consumption of unbranded basmati leaving scope for adulteration\u2019"},"content":{"rendered":"\n<p>Industry, FSSAI on country-wide roadshows to promote quality standards of the fragrant rice to counter adulteration<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157-1024x576.png\" alt=\"\" class=\"wp-image-9580\" srcset=\"https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157-1024x576.png 1024w, https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157-600x338.png 600w, https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157-300x169.png 300w, https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157-768x432.png 768w, https:\/\/ricenewstoday.com\/dev\/wp-content\/uploads\/2023\/10\/image-157.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>With the demand for&nbsp;basmatirice&nbsp;shooting up in the country, the premium fragrant variety is becoming a target of unscrupulous players, who are flooding the market with adulterated rice. This is not only casting a shadow on&nbsp;exports&nbsp;sometimes; it is misleading unsuspecting consumers who end up buying substandard basmati rice.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The&nbsp;Food Safety and Standards Authority of India (FSSAI), which has recently come out with a set of standards for this premium rice variety, has launched a nationwide awareness campaign in association with the industry to promote the quality standards.<\/p>\n\n\n\n<p>\u201cWe have been receiving complaints, particularly from rural areas, against adulterated basmati rice and duplicate brands. We have alerted all our field officers to collect samples from supermarkets and retail outlets frequently and send them for testing,\u201d G Kamala Vardhana Rao, Chief Executive Officer of FSSAI, said.<\/p>\n\n\n\n<p>Addressing the 10-city national roadshow &#8211; Basmati Rice &#8211; No Compromise &#8211; virtually on Thursday, he said the authority had set the standards for basmati rice for the first time in August 2023. \u201cThe consumption of basmati rice is increasing. So there is a need to ensure quality standards are conformed to. The standards cover quality, flavour, aroma, texture, and moisture,\u201d he said.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Domestic offtake<\/h5>\n\n\n\n<p>Ayush Gupta, Business Head of KRBL Ltd (a leading exporter of basmati rice), said the country produced about 7.5 million tonnes of basmati rice. \u201cOf this, about 4.5 mt are exported and the remaining 3 mt are consumed domestically. While the hospitality sector consumes 60 per cent of the 3 mt, the remaining quantity (about 1.8 mt) is consumed by individual consumers,\u201d he said.<\/p>\n\n\n\n<p>He said a large chunk (1.2 mt) of the basmati rice consumed by individuals was unbranded, leaving a huge scope for adulteration. \u201cThis is impacting the image of basmati rice. Since they are mixing it with ordinary rice varieties, they are able to sell it cheap,\u201d he said.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Educating ecosystem<\/h5>\n\n\n\n<p>The countrywide roadshow is aimed at educating the ecosystem about the new standards and creating awareness on adulteration.<\/p>\n\n\n\n<p>Harinder Singh Oberoi, Director of National Institute of Food Technology Entrepreneurship and Management, felt that there was a need to develop a tool kit to easily test the samples.<\/p>\n\n\n\n<p>\u201cWe have mooted the idea with the industry. If we get funding, we can develop a simple testing equipment, which can assess the quality in a few minutes,\u201d he said.<\/p>\n\n\n\n<p>\u201cAdulteration in basmati rice doesn\u2019t mean that it will spoil the health of people. Since they mix it with other rice varieties, there are no health risks. But it is the question of deceiving the consumers,\u201d he pointed out.&nbsp;&nbsp;<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Industry, FSSAI on country-wide roadshows to promote quality standards of the fragrant rice to counter adulteration With the demand for&nbsp;basmatirice&nbsp;shooting up in the country, the premium fragrant variety is becoming a target of unscrupulous players, who are flooding the market with adulterated rice. This is not only casting a shadow on&nbsp;exports&nbsp;sometimes; it is misleading unsuspecting [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9580,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[176],"tags":[215,46,159],"class_list":["post-9579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-basmati-rice","tag-asian-rice","tag-global-rice-news"],"acf":{"enable_premium_overlay":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018Consumption of unbranded basmati leaving scope for adulteration\u2019 - Rice News Today<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Consumption of unbranded basmati leaving scope for adulteration\u2019 - Rice News Today\" \/>\n<meta property=\"og:description\" content=\"Industry, FSSAI on country-wide roadshows to promote quality standards of the fragrant rice to counter adulteration With the demand for&nbsp;basmatirice&nbsp;shooting up in the country, the premium fragrant variety is becoming a target of unscrupulous players, who are flooding the market with adulterated rice. 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