Moong Dal available under Bharat Dal brand for consumers at subsidized price

Published on 19-Mar-2025 07:47 PM

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Bhart Dal Makes It Official!

In a recent speech delivered in the Lok Sabha, Union Minister Shri B.L. Verma introduced Bharat Dal as a new brand under the Bharat Dal initiative. The launch came after converting Chana stock in the PSF buffer into bharat chana dal for retail sale at subsidized prices.

Understanding Bharat Dal:

Bhart Dal was officially launched in July 2023 by converting Chana stock into bharat chana dal. This was done to make the brand more appealing and to cater to a wider audience, particularly through concentrated distribution channels.

Distribution Strategy:

The initial distribution (Phase-I) involved 12,32 lakh MT of bharat chana dal being sold in 1732 cities across India. The stock was distributed at MRP Rs.60/kg for a 1 kg pack and Rs.55/kg for a 30 kg pack. This strategy aimed to maximize reach and minimize costs.

Additional Distribution (Phase-II):

To further expand its reach, an additional quantity of 3 liters (MLT) was allocated for retail distribution in Phase-II. These were sold at MRP Rs.70/kg for bharat chana dal and Rs.58/kg for bharat whole dal.

Key Data Points:

Phase-I Distribution: 12,32 lakh MT sold, with sales recorded every day.
Sales Figures: 1 kg pack sold at Rs.60/kg, and 30 kg pack at Rs.55/kg.
Additional Phase-II Distribution: 1.18 MLT chana dal and 13,495 MT of bharat whole dal sold.

Assessment and Monitoring:

Quality Council of India conducted an assessment of phase-I distribution to ensure maximum traceability. Regular meetings with NCCF, NAFED, and Kendriya Bhandar were held to monitor stock movement, sales progress, and address challenges.

Future Outlook:

Bhart Dal is now expanding under the Moong Dal brand by converting moong stock into bharat moong dal at subsidized prices. Additionally, Masur Dal Dal is included by converting masur stock in the PSF buffer at Rs.89/kg.

Conclusion:

With Phase-I and Phase-II both achieving significant sales volumes, Bharat Dal has demonstrated a successful strategy to reach consumers. The initiative highlights the power of concentrated distribution and sustainable supply chain management. As Shri B.L. Verma emphasized, this marks a new chapter in Bharat Dal’s journey towards a better future.

Stay tuned for more updates on Bharat Dal!

source: Moong Dal available under Bharat Dal brand for consumers at ...

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