LT Overseas (LTOL), a Delhi-headquartered rice export house, plans to launch flavoured rice in the next six months. The companys flagship brand is "Daawat" rice. Daawat will initially have three variants (lemon, tomato and mushroom) to start with catering primarily to the Indian taste.
"Daawat flavour is basically a value-added product in rice. It is sold as rice with a sachet of seasoning and will cook in nine minutes. The rice will be sold under the umbrella of the brand "Daawat".
The brand will target customers bound by time constraint such as working members in a family, college students, young office-goers, kids/adult in the age group 9-16 and people who travel abroad.
New flavours will be added every 5-6 months and the company plans to launch brown rice in the market shortly.