FCBL Launches Localized Rice Brand

The Food Corporation of Bhutan Limited (FCBL) is launching rice brands known as Zheychum Chogjur, Zheychum Gongma, Zheychum Dangpa and Zheychum Kuenga designed and packed to suit Bhutanese aesthetics and appeal. The product is carefully chosen from the finest paddy grown in India to ensure the quality and taste that suits the Bhutanese consumers.

According to Dorji Tashi, Director,Department of Corporate Business, with the introduction of these brands, FCBL aims to enhance the benchmark for rice quality and help differentiate the branded products from the other rice products in the market.

Zheychum Chogjur is the premium basmati rice with rich aroma and incredible taste and high nutritional value, popularly grown in north eastern regions of Punjab. Similarly, Zheychum Gongma is widely cultivated in West Bengal regions under ideal climatic conditions and is known for its distinct taste and authenticity. Zheychum Dangpa is the finest basmati rice known for its soothing aroma, sumptuous taste and cultivated in the northern regions of India. Zheychum Kuenga is the finest stone free rice grown in the West Bengal (India) and is known for its good taste and affordability.

FCBL ensures of maintaining the consistent quality and supply of branded rice thorough outlets and depots stationed across the country.

FCBL’s new rice brand is officially launched on the 15 November by Dasho Dungpa of Phuntsholing Dungkhag who was accompanied by Regional Director of Department of Trade, Regional Director of Royal Monitory Authority, Regional Director of Bhutan Telecom and officials other agencies.

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