Capital Ventures: Capitalizing on quality, innovation & loyalty

 Capital Ventures is one of India’s leading food commodity trading companies and exports over 15,000 products to more than 70 countries across Asia-Pacific, North America and the Gulf. It aspires to become a global leader in exports of products like rice, bakery, oils & ghee, and organic products.

Around five decades ago, two visionaries, Mr. Manohar Lal Aggarwal and Mr. Naresh Aggarwal founded a trading company in Batala (Punjab) with the vision of someday distributing world class quality products globally.

A few years later, at the turn of the century in 1999, they began to export to other parts of the globe under the aegis of Capital Ventures Pvt. Ltd, marking a pivotal milestone in their success story. Today, Capital Ventures is one of India’s leading food commodity trading companies and exports over 15,000 products to more than 70 countries across Asia-Pacific, North America and the Gulf. In 2013, the firm reached another milestone when it introduced its flagship brand, PARLIAMENT.

Soft and fluffy, Parliament Rice is cultivated in an eco-friendly manner in the foothills of the Himalayas in the Indian sub-continent, which imparts it a distinct flavour and delectable taste. To ensure that each and every package has this unique delicious aroma, elongation, flavor, and texture the various varieties of rice are sent to its processing and packaging units. State-of-the-art technology is used to deliver a production volume of around 200,000 metric tonnes per annum.

Over the years, Parliament Rice has been consistently churning out a number of quintessential food products, with every decade strengthening the relationship it has shared over the years with its consumers. Sharing his pearls of wisdom about how the brand has managed to emerge as one of the prominent leaders in the industry, Vivek Aggarwal, Managing Director, Capital Ventures, opines:

The most critical ingredient for the long-term success of any business is to develop strong brand equity in the mind of the customer. Building brand awareness, preference and loyalty in the customer mindset is not an overnight journey. It requires years of focussed research, dedicated execution and unflinching commitment to quality; most importantly, it entails keeping the customer at the centre of everything that we do.

However, with the changing times and the fast-paced life of customers, the brand recognizes that retaining this loyalty towards the brand is not a piece of cake. Therefore, it makes constant efforts to continuously research and develop those products that are popular in overseas markets. Further, it also tries to keep up with the winds of change and the rising online presence of its prospective customers by adapting to various digital channels.

Going forward, the brand aspires to become one of the global leaders in the F&B industry, delivering some of the finest food products by becoming a leading exporter of rice, bakery, oils & ghee, and organic products across the world. Towards this end, it advocates that efforts must be made to overcome infrastructural bottlenecks so that the products can be delivered to the customers on time at competitive prices.

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This article is a part of Trade Promotion of India’s Connect Initiative