MARKETING OF CONSUMER PRODUCTS
HAFED is one of the few top brands known for its quality products among the consumers. HAFED’s products are available at HAFED’s Retail Outlets/ Consignee Agents in Chandigarh, Delhi, Haryana, Punjab, Kolkatta, Himachal Pradesh, J & K and Bangalore. HAFED’s products are also being sold through retail outlets of Kendriya Bhandar, National Consumer Cooperative Federation, Nafed, State Civil Supplies Cooperatives in Delhi & Himachal Pradesh etc. HAFED is marketing the following consumer products in various packings :-
RICE
| Superior Basmati | Premium Gold Basmati |
| Superior Basmati Dubar | Premium Gold Basmati Sella Dubar |
| Superior Basmati Tibar | Premium Gold Basmati Sella Mongra |
| Superior & Mongra | Superior Permal Rice |
| Brown Basmati (Superior) | Supreme Long Grain Rice |
| Special Pusa Basmati | Supreme Long Grain Dubar |
| Special Pusa Basmati Dubar | Supreme Long Grain Tibar |
| Special Pusa Basmati Tibar | Supreme Long Grain Mongra |
| OTHER | Oils |
|---|---|
| Desi Wheat Atta | Mustard Oil Kachhi Ghani Agmark Grade-1 |
| Desi Wheat (C-306) | Refined Cotton Seed Oil |
| Sugar | Refined Soyabean Oil |
| Turmeric Powder |
The sale of HAFED consumer products of the last five years are as under:
(Rs. In crores)
| YEAR | SALE |
|---|---|
| 2010-11 | 56.31 |
| 2011-12 | 75.98 |
| 2012-13 | 77.82 |
| 2013-14 | 78.53 |
| 2014-15 | 91.73 |
| 2015-16(Upto 30.09.2015) | 35.64 |
EXPORTS
HAFED exported its Basmati Rice to the countries like Australia, U.K. and U.A.E. in the year 2007 after a gap of 20 years. Since then, HAFED has exported its Rice to different countries like Asutralia, UK, Saudi Arabia, Dubai & US.
Recently, in order to ensure marketing of HAFED products in the U.S.A. market, a long term planning has been made and a distributor has been appointed in USA. Till now, HAFED has successfully exported 100 MTs of Basmati Rice and to explore the market, 3 MTs of Mustard Seed Oil has also been exported in the US market through the distributor.