Branded "Oryzz Rice Homes", the idea to sell rice under the concept mill-to-homes by cutting brokerage charges in the supply chain management.
These chain of malls is a joint venture between rice traders Ramoji Agro Pvt Ltd and online rice trading portal Rice India.
The target is middle-class homes, Managing Director of Ramoji Agro Ramojam and CEO of Rice India, Shashikumar Thimaiah told reporters here today.
"At Oryzz Rice Homes, rice will be supplied directly from the mills to customers.This system will avoid the middlemen and hence the customer will get high quality rice at a competitive price which will be 6-8 per cent less than the market price", Ramojam said.
The company plans to open more than 50 such malls in the city going forward; at a later stage it's looking at district and taluk-levels for a similar venture under franchise model.
It has already tied-up with some rice millers in states such as Tamil Nadu, Andhra Pradesh and Kerala.
For the first dozen malls, offering varieties to different classes from Rs 12 a kg to Rs 42 a kg, the company is investing Rs six crore to Rs ten crore.