Keeping an account of the popularity of Basmati rice in the international market, the company developed a powerful marketing strategy in the global arena. No doubt, the Indian companies are at the top of the Basmati Industry. But recently many companies from different countries also ventured in to the industry creating new challenges for the industry leaders. REI Agro is empowered by powerful export policies to face any challenge.
The company is already exporting to countries like Saudi Arabia, Dubai, USA , UK etc. All the brands of the company have earned remarkable popularity in the market.
Indian Sella rice (parboiled basmati rice) is favoured in the Saudi market because of its aromatic flavour and competitive pricing. Indian Basmati is preferred as it is considered 'natural' as against American rice, which has a reputation for being 'manufactured'.