The Government’s Efforts to Mitigate Food Inflation through Bharat Brand Sales

The Indian government has relaunched the sale of essential food items under the Bharat brand to address rising food inflation. This initiative, spearheaded by the Ministry of Food and Consumer Affairs, is part of a broader strategy to ensure the affordability and availability of staple food products like rice, wheat flour (atta), and pulses for the public.

Revised Pricing and Distribution Channels

Under Phase II of this program, Bharat rice will now be available at ₹34/kg and atta at ₹30/kg, packaged in 5-kg and 10-kg bags. While these prices represent an increase from the earlier rates₹29/kg for rice and ₹27.5/kg for atta—this measure provides temporary relief amidst volatile food prices. Distribution will occur through cooperatives such as NCCF, Nafed, Kendriya Bhandar, and e-commerce platforms.

The initiative also includes mobile van operations to enhance accessibility across urban and rural areas.

Strategic Stock Allocation and Market Control

The government has allocated significant quantities of food grains—3.69 lakh tonnes of wheat and 2.91 lakh tonnes of rice—from the Food Corporation of India’s central pool. This stock will be distributed under the Price Stabilisation Fund to moderate market prices effectively. Notably, the first phase, conducted from October 2023 to June 2024, distributed 15.20 lakh tonnes of atta and 14.58 lakh tonnes of rice.

Addressing Price Fluctuations and Consumer Needs

Despite ample reserves, market prices have fluctuated, particularly for rice and pulses. The government plans to conduct studies to understand why high prices persist despite surplus stock. In response to feedback, smaller pack sizes and more flexible distribution methods may be introduced to cater to diverse consumer needs.

Broader Economic Context

The program complements other interventions, such as selling onions at subsidized rates to curb inflation, which has seen notable increases in food items like vegetables and pulses. With the retail inflation rate rising slightly in recent months, these measures are crucial in mitigating household economic pressures.

By targeting supply chain efficiency and consumer affordability, the government aims to stabilize essential food prices while ensuring equitable access to nutritious staples.