The new product christened Daawat gold enriched basmati rice is enriched with vitamin B1 and will have 15 per cent Thiamine as against 0.0004 per cent in the normal variety of basmati rice.

Speaking at a press conference here on Saturday, the chairman and managing director of the company, VK Arora said: "The new brand will be launched simultaneously in domestic as well as key markets in USA, Europe and Middle East."

He said the enriched variety has been developed with the help of experts from Indian Institute of Technology, Kharagpur and, the process involves physically imbibing Thiamine in the rice after it undergoes dehusking and polishing. This will be done at the company's recently commissioned plant in Haryana, set up recently with an investment of Rs 25 crore.

The company has been engaged in the business of processing and trading rice in India and international market for nearly 50 years and has the capacity to process 600 tonne of rice per day at its plants situated in Amritsar, and Sonepat.

It was awarded star trading house status in 1995 and currently exports various agricultural and other goods to over 40 countries.