The Indian government solved worries about food security and inflation by launching the “Bharat Atta, Chana dal, Moong daal, and Bharat Rice initiatives” to deliver necessary food grains at more reasonable costs. In order to give consumers a more affordable option, the program intends to subsidize key necessities like wheat flour (atta), moong dal, and chana daal rice. This is especially important in urban areas where food prices have increased due to supply chain problems, inflation, and changes in crop yields.

Factors for the establishment of goods under the Bharat brand: 

• Affordable Access to Staples: The government tried to keep low- and middle-income families able to afford staple foods like rice and atta in light of growing food costs. The price of Bharat Atta and Bharat Rice is set to help households better regulate their spending.
• Government Stock Utilization: Through the Food Corporation of India (FCI), India has significant wheat and rice stocks. Utilizing these inventories for Bharat Rice and Bharat Atta reduces the inflationary impact on the cost of staple foods while making optimum use of the grain stockpile.
• Addressing Inflation: Considering that food inflation in India has significantly increased recently, the effort helps families who are struggling to pay for essential meals by offering more reasonable options. Customers are protected by Bharat Atta and Bharat Rice, which also help to market stability.

Phase I of Bharat Brand:

In October 2023, the brand’s first phase was launched, introducing rice and wheat flour under the Bharat name, as well as chana dal, moong dal, and moong sabut. The goal of the subsidized goods is to help customers in the face of growing food costs. Between October 2023 and June 30, 2024, 15.20 lakh tons of wheat flour and 14.58 lakh tonnes of rice were supplied as part of the first phase.

Phase II of Bharat Brand:

The stores and mobile vans of Kendriya Bhandar, NAFED, and NCCF, as well as online and large chain merchants, will sell Bharat Atta and Bharat Rice. during Phase II. Chana Dal became the best-selling item in January 2024. Chana Dal gained a quarter of the market in just four months, mostly as a result of the government’s competitive price advantage. The program’s extension, which now incorporates more pulses to meet the continuous demand, was further spurred by this success. In order to preserve price stability, we are selling off our buffer stock,” Minister Joshi stated during the Phase II launch. With intentions to expand access over coming weeks, the government has allotted 68,000 tonnes of moong and 300,000 tonnes of chana for distribution through these cooperatives.

The Food Corporation of India (FCI) has contributed 2.91 lakh tonnes of rice and 3.69 lakh tonnes of wheat for the second phase. Food Minister Pralhad Joshi declared, “This will continue till the allocated stock is exhausted,” as he flagged off the mobile vans of these cooperative groups. We have ample supplies in case more is required.