By HRM Exports
02 Sep, 2026

How a 1969 Rice Mill Went Global | Behrouz Rice

A Dream Written for Tomorrow

Every meaningful journey begins somewhere between what looks impossible today and what becomes reality tomorrow.

Recently, we shared a creative visual conceptualizing Behrouz Rice on the front page of a fictional newspaper—the “Behrouz Times.” While it is a creative concept today, it represents a long-term vision: earning a place on the front page of renowned international publications through real work, relentless persistence, and an authentic heritage.

Because our story did not begin with modern branding, international food expos, shipping containers, or global markets.

It began more than seven decades ago, built on sheer resilience.

The Roots: 80 Kilometres on a Bullock Cart

In the 1950s, before automation had even come into its infancy, our grandfathers had to travel almost 80km by bullock cart to bring supplies to the nearby towns, working very hard to make a living and the family's bread.

By 1969, that perseverance laid the foundation for our family’s first small rice sheller in a village in Haryana’s Kaithal district. Its capacity was modest—just about one bag of rice per hour.

There were no growth strategy decks, no automated sales dashboards, and no digital marketing. There was only hard work, uncertainty, family responsibility and one unshakeable principle: Never accept defeat.

Growth Through Generations: Arriving at the Rice Bowl of Asia

During the 1990s, the journey progressed from that humble village sheller to Taraori, widely recognized as the Rice Bowl of Asia.

We grew our technical knowledge incrementally, generation by generation, developed a newfound interest in modern milling technology, and scaled.

Today, Hanuman Rice Mills (HRM Exports):

• Operates with an advanced milling capacity of approximately 150 metric tonnes per day.

• Exports premium Basmati and non-Basmati rice to over 35+ countries globally.

• Houses flagship consumer brands like Behrouz, celebrated for premium grain length, aroma and purity.

For us, this is more than corporate expansion—it is a responsibility to honor what previous generations built with far fewer resources.

A Leadership Lesson for Sales Teams & Entrepreneurs

Building a brand taught us lessons that apply to every Area Sales Manager, distributor, and business leader navigating difficult markets:

• A struggling territory today is not a failed territory.

• A distributor who says "no" today is not the final answer.

• A slow market is simply a market waiting to be understood more deeply.

• A tough month does not define a career—rejection is not defeat.

True legacy and market leadership belong to those who consistently show up: the professionals who visit one more counter, understand one more retailer, resolve one more complaint, and turn impossible territories into their strongest strongholds.

"Legacy is rarely built by one generation alone. Someone starts, someone struggles, someone expands, someone makes mistakes, someone rebuilds and the next generation carries the vision forward."

Meet HRM Exports on the Global Stage: September 2026

This September, our journey continues beyond our processing mills onto leading the international food exhibitions:

1. WorldFood Moscow 2026

• Venue: Crocus Expo, Moscow, Russia

• Dates: 15 – 18 September 2026

• Stall: A8107

2. The Saudi Food Show 2026

• Venue: Jeddah Superdome, Saudi Arabia

• Dates: 27 – 29 September 2026

• Stall: 11 D-18

Looking Ahead

From an 80-kilometre bullock cart journey to shipping high grade Indian rice to over 35 countries, we remain deeply grateful to carry this legacy forward. We are still learning, still innovating, and still refusing to settle.

Are you attending World Food Moscow or The Saudi Food Show?

We invite global distributors, importers and retail partners to visit our booths and explore partnership opportunities with HRM Exports, and our flagship brands.

Contact HRM Exports or email us directly at info@hrmexports.com to book a one-on-one meeting with our leadership team.