McCormick India’s Commitment to Basmati Farming Communities

Basmati, the long, slender-grained aromatic rice, traditionally grown in the Indian subcontinent, is an essential and popular ingredient in Asian cuisine. With its high heat and tropical weather conditions, India produces more than 5,000,000 tons of basmati a year, accounting for more than 70 percent of the world's total production. Devraj Dabas, McCormick India’s Quality Director and Interim Managing Director, understands the vital importance of this raw material and the need to sustain its healthy production for future generations. In 2019, as part of McCormick’s Purpose-Led Performance (PLP) commitment, the Indian business spearheaded a control farming program to do just that. 

The program uses a scientific approach designed to support sustainable farming of the basmati paddy and to preserve the natural environment of fields through good farming practices.

“From a single basmati grain, 12 different size products are produced,” said Devraj, who has a background in food and dairy science. “For example, the largest is Wand – a full-grain, then Tibar - ¾ of a grain, then Dubar - ½ a grain - all the way down to the twelfth, which is the smallest “dot” size product,” he explained. This allows farmers to get better price points when their quality is better (with more “Wand” grain and less “dot” grain). The size also determines how the grain can be used and how it's prepared.

To participate in the control farming program, Devraj and the team review government-provided data on crops, farmers, and annual production. They then travel the region to analyze the product and make their selection. With 25,000,000 farmers in India, there aren’t enough resources to send to all of the villages, so it is important to carefully choose participants who best align with their business strategies. “Our team works closely with farmers and service providers to ensure right things are done from seeding through the harvesting cycle,” Devraj said. “Once we know their practices, we advise from a scientific point of view, if they are farming the best way possible and how to improve their processes if they aren’t.”

As part of the program, Devraj and the team also help farmers meet government regulations and requirements. He and his team have created a strong foundation of quality and testing standards in partnership with local agrichemical companies. Together they offer guidance and education to the small farming communities, on reducing the use of pesticides on their crops and on global scientific best practices.

“With this program, we are fulfilling our commitment to our PLP platform – the farmers have a more secure future because they learn how to farm a higher quality product in a cleaner, safer, and more efficient way. Better crops bring better prices, and they will spend less and save more,” Devraj said. “By partnering with farmers, we improve livelihoods, enhance products, and live up to our customer commitments.”

Having grown up in the agricultural village of Mindkali, in the western state of Uttar Pradesh (UP) in northern India, Devraj is very familiar with farming. His family still produces basmati today, and frequent visits help him remain close to the land. “We began this journey two years ago, with 100 farmers using 2,000 acres,” Devraj recalled. 

“Today, there are more than 300 farmers participating, using 3,500 acres, and we anticipate that number will increase.” The team’s strategy – to connect with the farming communities and gain their trust – is working. More than 80 percent of the original farmers are still in the program. In a relatively short time, they have invited the team into their homes and joined them on this sustainability journey. The team ensures commitments are met in terms of buying the crop post-harvesting despite any fluctuations arising from market scenarios. The farming communities appreciate and remember that. It’s now up to the team to continue using that approach so those relationships can be nurtured and enhanced. 

“We have built a strong McCormick brand in the basmati regions of northern India – and people know the values we stand for. We have a reliable, honest reputation for serving an authentic basmati product,” said Devraj.  

As part of the program, McCormick India also stays in touch with the farmers year-round, which sets them apart from competitors. They communicate product information, update them on trends in flavor, share recent best practices, and invite them to provide feedback. This shows that they are committed long-term to the program and are truly investing in the future of farming communities. They likewise visit the farms during the off-season, when farmers are busy producing and harvesting other crops – like sugarcane, millets, wheat, and more.

Devraj and the team at McCormick India are proud to stand for the future of flavor, “by nurturing the partnerships with farmers who grow the beautiful basmati and bring the unique aroma and taste to life.” The control farming program in India will continue to encompass the core principles of McCormick – because doing so has made all the difference. 

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