For about a week now, at several strategic locations, there is a huge hoarding with a smiling Prakash Raj announcing Krd Rys, at an introductory offer of Rs.10 (against the intended price of Rs.16). In the picture, the Krd Rys is all white with touches of green and orange, and its container echoes the same colour scheme. According to Business Line:
Hatsun Agro Product Ltd has come out with `Krd Rys’– possibly the world’s first branded curd rice offering. The company owns brands such as `Arokya’ milk, `Komatha’ milk, `Santosa’ milk (targeted towards hotels and caterers) and `Arun Ice cream’ and launched `Krd Rys’ recently in some parts of Tamil Nadu.
`Krd Rys’ will be prepared entirely by machines in the company’s ISO and HACCP certified dairies. Hatsun operates four dairies at present in Salem, Kancheepuram, Nallur (Chennai) and Belgaum, Karnataka.
At an introductory price of Rs 10 for 275 gms, the curd rice is garnished with mustard, cashew nuts, raisin, green chillies, ginger, curry leaves and carrot.
The product will be available throughout the State in a few days, according to company officials. Details of the investment have not been disclosed but the thinking behind the launch of the product is evident.