The label, launched by the government, aims to provide foodgrains and other essential goods to the middle class at subsidised rates. Amid high inflation, these products are gaining popularity among consumers
On Tuesday, the government launched Bharat Rice at Rs29 per kg for retail sales. Earlier, it had tried to sell rice in bulk at the same subsidised rates through the open market sale scheme (OMSS), but eventually resorted to retail sales after a lukewarm response from consumers. The government’s move is aimed at curbing the retail price of rice and provide relief to consumers amid rising retail rates of grains.