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When it all began about 30 years ago, nobody could have even dreamt that the small trading company that came into being as Lalchand Tirathram Mills could one day be on its way to become a leading global food company.
1965, Bhikiwind, in a little village in Amritsar (Punjab, India); Shri Raghunath Arora started a small trading company which grew from being a commissioning agent to a partnership firm by 1977, as Lalchand Tirathram Rice Mills.
1978: Mr. V.K.Arora joined the family business with his father, with a clear vision of taking his company to a global level. In 1980, the company started exporting Premium Rice. This was the first step towards making this vision a reality.
Simultaneously, the company decided to face the challenges in domestic markets by setting up a modern, state-of-the-art rice factory in Sonepat, Haryana in 1984. Unorganized players with inconsistent quality products were crowding the market. In this scenario, Mr. V K Arora felt the need to promote branded and packaged products. In line with this vision, the company started the business of milling, processing and marketing of branded basmati rice and manufacturing of rice food products in the domestic and overseas market.
The birth of a Brand
Daawat came into being in the 1980?s, and this resulted in a steep vertical ascent of the company?s growth in the 1990?s. Further industry innovations followed with complete streamlining of the manufacturing process, removal of bottlenecks, and total modernization of rice manufacturing plant and machinery and its balancing capacity. Moving ahead of the market, Mr. V.K.Arora introduced 1kg and 5 kg packs of rice in the market, as per consumers? requirements.
Brand Daawat has over the years taken on the tough competition in the industry, and has managed to create depth as well as width for itself, moving at a pace faster than its rivals. Today, Daawat brand caters to three broad segments ? Retail, Institutional and Economy ? with specific offerings through a range of sub-brands. A phenomenal 30-fold rise has seen it become a 700 crore company with over 19 brands. The portfolio includes ?Daawat?, one of the top three Basmati brands in India and ?Heritage?, another premium basmati. The company?s product portfolio also includes brown rice, white rice, steamed rice, parboiled rice and organic rice.
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