Rice entrepreneurs

Based in Jharsuguda, Orissa, SSGS Rice and Oil Mills processes boiled rice, bran and broken rice.

S S G S Rice & Oil Mills was formed in 1969, and is presently managed by four partners – Mr. Durga Prasad Singhania, Mr. Shyam Prasad Singhania, Dr. Narayan P. Singhania and Mr. Harshvardhan Singhania. Based in Jharsuguda, Orissa, the manufactures boiled rice, puffed rice and other rice products. “Boiled rice is a regular selling product, but during rainy season, puffed rice does well. It is a sort of seasonal product based on sales,” elaborates Dr. Narayan Singhania. “In terms of sales, rice is the fastest selling item followed by bran and broken rice,” he adds.

Source of Rice
The company sources rice from the farmers and co-operative societies. “We also cultivate rice in about 12 acres of land,” says Dr. Singhania. “We have our rice manufacturing unit located in Barpali, Dist Bargarh, Orissa. We have the capacity to manufacture 10 tonnes of rice per hour,” he adds.

Poultry Feed
The company also manufactures different cattle and poultry feed. “We mainly manufacture chick feed and small quantity of cattle feed. These products are manufactured in-house with products from paddy and rice,” avers Dr. singhania.
The company markets its poultry feed locally and in Andhra Pradesh while the cattle feed in Chattisgarh and Maharashtra. “We do not export poultry and cattle feed,” adds Dr. Singhania.

Market for Products
Dr. Singhania avers, “The government of Orissa has a policy to give 75 % of my rice production to Food Corporation of India. So I have to abide by that and give 75 % to FCI and the balance 25 % is sold as per the market demand,” adding, “Orissa is a rice eating state and the government needs rice for public distribution system PDS. So all the rice manufacturers have to give 75% to food corporation.” The company exports rice products to Bangladesh. “The 25 % left is for the local market and export. The list varies as per the demand,” he adds.

[hidepost] Talking about the specialty of his products Dr. Singhania says his products are superior quality wise and also they give timely delivery. He further adds, “Cost wise also our products work out cheaper than others due to economies of scale since quantity wise we have bigger output.”

Full Rice Milling Process
Paddy when milled gives rice and byproducts and there are two processes to do it. In one process, the paddy is directly fed to the milling machines and in the other, boiled (par boiled) wherein the paddy is boiled and then dried. Then it is taken for milling. “The difference is the head yield of rice received. It is much more in boiled rice. We manufacture boiled rice and the out put is as follows: 100 kgs of paddy give 70 kgs of rice, 6 kgs of bran, 1 kg of broken rice, 22 kgs of rice husk ash and1 kg of impurity,” explains Dr. Singhania.

In the process for puffed rice, “Paddy is pressure boiled and a darker colour is obtained during the process. Then normal process is followed as milling. Then it is sent to the roaster for puffing the rice. 100 kgs of paddy will give 70 kgs of rice, but in puff rice , you will get 71 kgs of rice ( pressure boiling ), 70 kgs of rice when roasted will give 63- 65 kgs of puffed rice – by weight. 70 kgs of rice when roasted will increase in volume in 10 times, due to puffed rice,” he adds.

Rice Husk Ash
Rice husk ash is an ambitious project of Dr. Singhania. Rice husk ash is a waste product of the rice milling industry on which Dr. Singhania has published articles in various publications. “This product is in pen and paper only. There is lot of research going on but have not been put to commercial use, as yet. This product can be used in the construction industry, as a replacement of cement,” he explains.

Vaastu Consultancy
Dr. Singhania also gives vaastu consultancy free over the internet. “I want to help people. I submitted a thesis and I was awarded a Doctor’s degree. I started way back in 1988. Books were not available at that time. I had a hard time knowing this subject. Then fortunately I found my gurujee, who made me knowledgeable in this subject,” he explains.

Future Plans
The company clocked an annual business turnover Rs.120 million last year and presently employs 150 people including contract labour. Revealing the future plans of the company Dr. Singhania says, “We plan value addition to the existing product by adding a Sortex machine. Increasing the capacity of our unit is ruled out because it is dependant on the demand of rice. If there is less demand of rice, I have to do less production. So I am sceptical about expanding my business as the mill will not run through out the year.”

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