DRRK Foods Revolutionizes Basmati Export: How a 4th Generation Family Business Scales Globally

January 15, 2026 10 min read

Amritsar is a city of legacy, hosting nearly 80,000 pilgrims daily at the Golden Temple. It is also the home of one of India's most resilient agro-powerhouses. While many startups struggle to survive their first three years, certain businesses endure for generations by balancing timeless moral values with modern corporate governance. In the global Basmati rice market, where India and Pakistan are the only players, staying ahead requires more than just a good crop—it requires navigating trade wars, pesticide regulations, and logistics crises.

Enter Vikram Marwaha, the Joint Managing Director of DRRK Foods Private Limited. As a fourth-generation entrepreneur, Marwaha has seen the company evolve from a partnership named after his forefathers—Dalotram Romesh Kumar—into a global export giant under the Crown Rice brand. By focusing on "unbiased" consumer insights and pioneering "Low GI" diet rice, DRRK Foods is proving that legacy businesses can be just as innovative as the newest tech unicorn.

"Honesty is the best policy our family taught us. It doesn't cost you anything, but if you are honest, God gives you the strength to go on and come out successful."

The Fourth Generation Shift: From Ground Zero to Global MD

Vikram Marwaha’s journey in the family business didn't start in the boardroom. After finishing college in 2002 and a brief internship, he joined the company in 2003 as a manager reporting to the General Manager. "I worked from 8:00 a.m. till 8:00 p.m. every day, making dispatch schedules and production charts. I had to know everything from Ground Zero," Marwaha recalls.

This deep grounding allowed him to successfully lead the transition of the firm into a Private Limited company in 2013 alongside his brother, Amit Marwaha, and father, Romesh Marwaha. The move brought formal corporate governance to a legacy structure, allowing them to scale their exports across Europe and the Americas while maintaining an "honest taxpayer" status that has been a family pride for five decades.

The Modern Challenges

While his grandfather didn't have to worry about complex international standards, Vikram faces a different landscape:

Pesticide Traces: High pesticide levels in crops are a major hurdle for export. DRRK Foods invests heavily in educating farmers on scientists' prescribed layouts.
Logistics Crises: From the Red Sea crisis to ocean freights tripling post-COVID, global supply chain volatility is the new normal.
Trade Wars: Navigating shifting US tariffs requires the ability to "absorb differences" temporarily until the market adjusts shelf prices.

The Strategy: "Know Your Consumer" (KYC)

In a market with razor-thin margins and hundreds of competitors, Marwaha argues that the traditional "Know Your Client" (distributor) isn't enough. You must Know Your Consumer.

"Loyalty among consumers keeps you alive. We study the restaurant, the catering company, the housewife, and the bachelor cooking in an apartment," says Marwaha. This philosophy led to the launch of diverse product lines:

Aged Rice: Premium long-grain for authentic biryanis.
Diet Rice: A low-GI variety specifically designed for diabetic and pre-diabetic individuals.
Brown Rice: Catering to the health-conscious urban demographic.

Consumer Loyalty Success

The Post-COVID Boom: During lockdowns, many South Indian families tried Basmati at home for the first time via 1kg packs ordered through delivery apps. This led to a massive demand surge from the interiors of Tamil Nadu, Telangana, and Andhra Pradesh.

Innovation: Ready-to-Eat and Healthy Snacking

DRRK Foods isn't just about raw grains. The company is actively diversifying into value-added segments to maximize the realization of byproducts like "broken rice."

1. Heat-and-Eat Rice

A new "Ready-to-Cook" frozen division is in the works, targeting the busy global consumer who wants premium Basmati without the wait time.

2. Healthy Rice Crackers

Following trends in Europe and the US, DRRK is planning to launch rice chips and crackers. "In India, broken rice is seen as a byproduct with low realization. Innovating into healthy snacking allows us to add massive value to the current business," Marwaha explains.

Expansion Roadmap 2026

MP Facility: A new state-of-the-art facility in Madhya Pradesh to be operational by 2026.
Strategic Leverage: This plant will cater to the Deccan and South Indian markets more efficiently.
Hybrid Seeds: Utilizing new hybrid Basmati seeds that require fewer pesticides while maintaining fertile yields.

Family vs. Corporate: The Governance Balance

Marwaha is candid about the complexities of a family-run corporate. While partnership models allow a majority to outvote a minority, a corporate structure demands common ground.

"We act as corporates in the office, and the family discussion is done at the dinner table. No one should get hurt," he says. He strongly advises family firms to hire professionals and actually listen to them. "If you hire a CFO or an HR head, give them a voice. If owners just do what looks right to them at the end, there is no point in bringing professionals in."

The Business Partner Test

Marwaha’s Mantra: If you want to do long-term business with someone, travel with them for 2-3 days—whether to a market visit or a holy pilgrimage. "Traveling shows anyone's real colors. You will know if they are the right partner or someone who will leave you in the middle."

Key Takeaways: The DRRK Foods Blueprint

Farmer-First Mindset: "No Farmer, No Food." Supporting the community during weather-induced crop damage is a moral obligation.
Quality is the Best Marketing: In global exports, consistency in quality beats the "pricing game" in the long run.
Diversify for Value: Don't just sell raw commodities; move into frozen foods and healthy snacks to improve margins.
Corporate Family Governance: Professionalize early and ensure family bonds are used for strength, not for overriding professional advice.

As DRRK Foods prepares for its new facility in 2026, Vikram Marwaha remains committed to the simple principle of honesty that his great-grandfather Dalotram started with. In the land of five rivers, the "fragrance" of Basmati continues to grow, proving that tradition and technology can indeed cook up a global success story.

About the Guest

Vikram Marwaha is the Joint Managing Director of DRRK Foods Private Limited. A fourth-generation entrepreneur based in Amritsar, he has over 20 years of experience in the agro-processing and export industry. He has been instrumental in transitioning the family partnership into a modern corporate entity and expanding the Crown Rice brand into over 45 countries. He is a recognized expert in global Basmati supply chains and healthy grain innovation.

DRRK Foods is one of India's premier manufacturers and exporters of Basmati rice and spices. Established in 1967, the company operates world-class processing units in Punjab and is currently expanding into Madhya Pradesh. Its flagship brand, Crown Rice, is known for its premium quality, aged varieties, and specialty low-GI diet rice.