REI Agro (REIAL), incorporated in 1994, manufactures and markets basmati rice. The company has emerged as a major player in India in basmati rice segment. REIAL has been successful in creating brands namely Kasauti, Real Magic, Mr Miller, Hungama, Hansraj and AI-Tahaan.
ProductsThe company manufactures basmati rice of three categories namely premium, mid-range and economy. Under the premium segment, the company offers products packing sizes of 1 kg, 5 kg, 25 kg and 50 kg and markets its under the brand name Kasauti and Real Magic.
With an objective to diversify its business the company has ventured into the wind energy segment. It has set up wind mills at Rajasthan, Maharashtra and Tamil Nadu that have an installed capacity of 35.9 MW.
REIAL operates two manufacturing units, both located in state of Haryana. These facilities have an installed capacity of 61 TPH. In order to increase its basmati processing capacity, the company has acquired on lease basis, a processing capacity of 18 TPH, is located in Amritsar. This has led to an increase in the company's installed capacity to 79 TPH.
In FY 2006-07, the company launched ‘6Ten’- a chain of retail stores with an aim to widen its market and enhance margins and realizations. The company has progressed and successfully rolled out of 320 “6Ten” stores as on March 31, 2008. These outlets are located in the states of Delhi, Haryana, Punjab, Uttar Pradesh and Maharashtra.
REIAL has received ISO 9001:2000 certification for quality management. In India the company has pan-India presence through 460 dealers. The company's products have an export presence in countries namely Saudi Arabia, UAE, USA and UK.
REI Agro plans to strengthen its in-house R&D facilities, introduce processes for improvement of quality and quantity of the products and focus on widening it product presence in the domestic and international markets.