A third-generation rice miller who had never needed a website in 35 years built one in 2022 — and received ₹2 crore in export enquiries in the first 12 months from buyers in UAE, Saudi Arabia, and Malaysia who found the business on Google.
Challenge & Solution
Ashoka Rice Mills had been operating since 1987. The business ran entirely on relationships, trade shows, and broker networks. The second-generation owner, Sunil Sharma (name changed), had never needed a website — every year was profitable, every customer was known personally.
Then his son Arjun returned from completing a business management programme in Chandigarh and pointed out something uncomfortable: every international buyer who was sourcing Indian basmati rice was beginning their search on Google. And Ashoka Rice Mills — a 35-year-old, reputable operation — didn't exist online.
"My father's response was: 'We have enough business already.' My response was: 'For how long?' The broker network was ageing. Trade shows were expensive and had become less productive. And a new generation of international buyers wasn't going to trade shows — they were going to Google and ordering samples from whoever ranked on page one."
The Investment Decision
Arjun convinced his father to invest in a professional website with a product catalogue, certifications display, and export capability showcase. Total investment: ₹55,000 for website design and development, including SEO setup.
"My father thought it was expensive. I reminded him that we spent ₹2.5 lakhs on a single trade show in Dubai that generated three enquiries. The website generated eleven export enquiries in its first three months."
What the Website Did That Changed Everything
The website was built with specific pages targeting international buyers — not just a homepage. Individual pages for each rice variety (Basmati 1121, Pusa Basmati, Sharbati), a certifications page showing APEDA registration and FSSAI compliance, an export process page explaining minimum order quantities and shipping terms, and a direct WhatsApp enquiry button for international buyers.
Within six months, Ashoka Rice Mills was ranking on Google for "basmati rice exporter Haryana," "1121 basmati rice supplier India," and "Indian rice mill export" — all high-intent search terms used by international bulk buyers.
The Numbers
| Metric | Before Website | 12 Months After |
|---|---|---|
| Monthly export enquiries | 1–2 (broker referrals) | 8–12 (direct Google) |
| Export revenue % of total | 18% | 34% |
| New international markets entered | 0 | 3 (UAE, Malaysia, Oman) |
| Total export order value (Year 1) | — | ₹2.1 crore |
What Worked
— Product-specific landing pages targeting exact buyer search terms
— Prominently displaying all export certifications — international buyers filter on this immediately
— WhatsApp button for direct contact — reduced friction for international enquiries
— Photos of the actual mill, machinery, and team — built trust that generic stock photos never could
What Failed
— The first version of the website had no pricing or MOQ information — buyers didn't enquire because they couldn't self-qualify. Fixed in month two.
— No Hindi language version — missed a segment of domestic institutional buyers. Still a gap.
Arjun’s Advice to Other Traditional Business Owners
"If your business existed before the internet and is still profitable — congratulations. But ask yourself honestly: if your top three relationships retired tomorrow, how would new customers find you? The internet is not the future. For B2B buyers under 40, it's already the only present. Get online before you need to, not after."
Business Information
Business :
Ashoka Rice Mills Pvt. Ltd.
Location:
Haryana
Founded
1987 (third generation)
Digital Transformation:
2022
Stage:
Established business, digital pivot
