Our founder Mr. Amar Jyoti, an alumnus of NIT Surat post working in the corporate sector for about 8.5 yrs., realized the importance of a healthy diet for long sustainable work life. When we talk about a nutritious diet, usually it is centered around processed foods like protein bars, oats, muesli, etc. But we tend to ignore the staple foods we intake in our daily meals that form the building blocks for healthy living.

Amar realized the gap in this arena where except for a few traditional age-old business houses, this market of commodity food items is highly unorganized. When it comes to rice, each state or region has its local rice variant of rice, which people usually buy from local stores in loose form. There are nearly 6000 rice varieties cultivated in India right now. Except for Basmati which has some traditional brands in play, it is almost impossible for citizens to judge the quality & genuineness of the non basmati rice sold in loose form. In such scenarios, there is a high likelihood that their appetite for a super healthy diet going for a toss.

Basmati occupies only 2.1% of the huge rice market of 70.9B$. Rest 97.9% non Basmati Rice Market is dominated by unorganized or smaller players.

SupeRice aims to solve all the above-cited issues in the food commodity space and establish itself as a D2C brand of trust which people can rely upon for their daily meals. It also aims to bridge the state boundaries by bringing regional rice variants from all corners of the country to the doorsteps of households and help citizens in an informed buying process. About 30% of the Population in India migrate out of their natives in search of better employment opportunities. Out of which 25% is Inter-State migrations, i.e about 10 Cr Citizens. SupeRice aims to cater in particular to this target segment by ensuring they are not deprived of their regional rice choices.