OriginIndia (Punjab, Haryana)
BrandsBanno · Samaa · Sulson
References17 SKUs
Formats500g → 40kg jute sack
Basmati: geography, quality and protected designation
Basmati (Oryza sativa, long-grain varieties) is grown exclusively in the plains of the Punjab and Haryana in India, and in Pakistan. That delimited geography is the source of its distinctive qualities: very long grains, 6 to 8mm raw and up to 12mm after cooking, non-sticky, with a natural popcorn aroma produced by the same molecule as Thai Hom Mali — 2-acetyl-1-pyrroline — and a light, airy texture.
India obtained a protected geographical indication for basmati in the European Union in 2023, which means only rice from the delimited zones may legally be sold as basmati on the European market. Worth knowing if you are offered basmati at an unusually low price from an unexpected origin.
📏 Understanding the grades: Extra Long, Traditional, Sella and Biryani
Extra Long — grains of 7.5mm or more, superior grade, cooking to perfectly separate grains · Traditional — unparboiled basmati with the most intense aroma · Sella (parboiled) — steamed before milling, giving firmer, golden grains, easier cooking and longer shelf life · Biryani — a specific selection for the traditional Indo-Pakistani rice dish, with extra-long grains that withstand prolonged cooking
Banno — 13 references
Banno is the premium brand in the Martigane catalogue, with a range covering every market segment:
- Banno Extra Long Traditional Basmati — the top of the range. Extra-long unparboiled grains with maximum aroma. Formats: 1kg, 2kg, 5kg, 10kg, 20kg BOPP.
- Banno Traditional Basmati — classic unparboiled basmati. Formats: 1kg, 5kg, 10kg, 20kg.
- Banno Super Traditional Basmati — a higher grade with stricter selection. Formats: 1kg, 5kg, 10kg, 20kg, 35kg.
- Banno Biryani Basmati — selected specifically for biryani, with extra-long grains that hold up to long cooking and steaming. Formats: 500g, 2kg, 5kg, 10kg, 20kg.
- Banno Sella Basmati XXL — parboiled XXL, the longest grains in the parboiled range. Formats: 1kg, 5kg, 10kg, 20kg, 35kg.
- Banno Golden Sella Extra Long Basmati — premium parboiled with its characteristic golden colour. Jute sack: 5kg, 10kg, 20kg, 40kg — ideal for high-volume professional catering.
- Banno Black Basmati — pigmented basmati, rich in anthocyanins. Boxed in 500g and 1kg. A niche product valued in delicatessens and fine dining.
- Banno Brown Basmati — semi-milled wholegrain retaining its fibre-rich bran. Glass jar: 1kg and 5kg. Health and nutrition segment.
- Banno Organic Basmati — certified organic basmati in a 1kg BOPP pouch, for organic retailers and customers who want traceability.
- Banno Gold Gate Sella Basmati — premium parboiled in smaller formats: 500g, 1kg, 5kg.
Samaa — 4 references
Samaa occupies the mid-range position: solid quality, competitive pricing, attractive packaging.
- Samaa XXL Basmati — premium extra-long grains. BOPP formats: 1kg, 5kg, 20kg.
- Samaa Sella Basmati — quality parboiled. Non-woven sack: 1kg, 5kg, 10kg.
- Samaa Biryani Basmati — biryani selection. Formats: 4.5kg, 5kg, 35kg.
Sulson — 1 reference
- Sulson Ganga Basmati — an economy position without compromising on quality. Polypouch: 1kg, 5kg, 10kg, 20kg. Well suited to high-turnover grocers and contract catering.
Distribution channels and shelf strategy
- Indo-Pakistani and Middle Eastern grocers — the primary channel. The 5kg, 10kg and 20kg formats are the best-sellers, and Banno enjoys strong brand recognition in these communities.
- Retail world foods aisle — the 1kg and 2kg formats in premium BOPP packaging position well in supermarket international sections.
- Indian, Pakistani and Middle Eastern restaurants — Banno Biryani and Golden Sella in 35 and 40kg sacks are the professional catering references.
- Organic retailers — Banno Organic 1kg for specialist organic chains.
- Fine dining — Banno Black and Brown Basmati for chefs working with speciality varieties.
