Vinod Rice Mill (P) Ltd. 34 Successful Years of Basmati Saga
It is no exaggeration to articulate that India is a rice-based society! Rice is the staple diet of half the population of the world. India ranks amongst the top countries when it comes to production and distribution. And a name banked upon by millions in this segment is Vinod Rice Mill (P) Ltd. ‘Vision without action is a day dream and action without vision is a nightmare’ – this is the philosophy that steers the company. The ISO 9001: 2008 certified Vinod Rice Mill has practically put its actions with a vision to cater to the needs of customers, adhering to the best quality standards and keeping up to its commitment of timely delivery and affordability. This very vision is embedded in every grain of rice! A little fragment of Vinod does touch many a lives, meeting their appetites! “We are majorly into production of basmati rice. ‘Happy Hours’ and ‘Lemon Tree’ are two of our most popular brands. We produce 300 to 400 tonnes of rice per day. Quality is one factor that we never compromise on,” says a dynamic Mr. Madan Gheek, Managing Director. Various milestones mark the success saga of Vinod Rice Mill during a span of 34 years of its presence with company-customer relations getting further strengthened. Mr. S. L. Gheek, the founder Chairman, started the group in the year 1978. After Mr. Madan Gheek joined the family business in 1990, there has been no looking back. The company, after getting its current indentation in 1994, not only expanded its market reach across the world under Mr. Madan Gheek’s steering but also implemented modern techniques, upgrading the working systems, modernizing the milling machineries, using automatic parboiled machines, processing and packaging systems, etc. Currently, Vinod Rice Mill has four state-of-theart units, two at Narela and another two at Jalalabad (Punjab). A turnover of Rs. 200 crore (100 crore from exports) was generated in 2011 fiscal. Mr. Gheek is expecting to make it to Rs. 220 crore this financial year. Complete group turnover is estimated at Rs. 400 crore. “Around 1000$ is what we get per tonne in the export market in Europe, Middle East, and other countries. In the domestic market, price is blueprinted around Rs. 50 per kg; sales are high-flying in the metro cities. We also supply in bulk to other rice exporters,” says Mr. Gheek and laments on the lack of government support, high interest rates charged by banks, and holding of crops for a year before being released in the market. The youngest of the three brothers Vinod Gheek, Director is a versatile entrepreneur & looks after the factory o p e ra t i o n s & finance of the organization. He is a great asset & one of the pillars of Vinod Rice Mills. The debonair rice entrepreneur envisages to further increasing the company’s domestic and export base. ‘Honesty, hard work, and commitment will certainly make you successful’ – this is his message to the readers.