India: Nafed feels the pulse, ropes in pvt retailers to sell subsidized grains

Ribbon Fish

Published Jan 3, 2024

Tridge summary

The government is now making subsidized foodgrain available through private retail channels, with Nafed launching the pilot of selling subsidized pulses under the Bharat Dal brand through Reliance Retail and Big Basket. Reliance has started selling Bharat Dal and has been getting a good response, with the sale of Bharat Dal accounting for about 50% of the total sale of chana dal at some Reliance stores. Despite the competition to their own private labels, private retailers have agreed to sell Bharat Dal due to the good volumes and government pressure.

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Original content

For the first time, the government subsidized foodgrain in consumer packs have become available to consumers through private retail channels. Government agency Nafed launched the pilot of selling subsidized pulses under the Bharat Dal brand through Reliance Retail and Big Basket. It plans to soon begin sale of Bharat Atta through the private retail channels, confirmed Nafed officials, who did not wish to be identified. Reliance has started selling Bharat Dal from end-October and has been getting increasingly good response. At some of the Reliance stores, the sale of Bharat Dal is about 50% of the total sale of chana dal at that store, said industry sources. Although subsidized chana dal is competition to their own private labels, private retailers have agreed to sell Bharat Dal as they get good volumes and because of government pressure, said sources. Reliance did not respond to the email sent by ET.The availability of Bharat chana dal is more in north and west ...

Source: Economic times