Mahatma is a Sanskrit word meaning great soul. Similar to the Christian term saint, it is applied in India to prominent people revered for their high mindedness, wisdom and selflessness, as with, for instance, Mahatma Gandhi.
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In Zimbabwe, the term Mahatma is associated with a great rice. Mahatma Rice is one of the most popular high-quality brands of rice in the country.
There is currently only one variety of Mahatma Rice, a high-quality long-grained double-polished white rice. However, there could be other varieties of Mahatma rice introduced in the not-too- distant future.
Because the Mahatma white rice is double-polished, the grains of rice do not stick together. Each grain of Mahatma white rice is perfect. There are no broken pieces.
Long-grained rice, like the Mahatma white rice, is the most popular type of rice in Zimbabwe. In some countries short-grained rice is the preferred variety but in Zimbabwe most people prefer long-grained rice.
Mahatma Rice has come particularly to the fore in recent decades, with its attractive high-quality packaging adding to its appeal.
The Mahatma brand was launched in the 1960s by Palte Harris, one of the two companies that later merged to form National Foods. The other company was the Rhodesian Milling Company. The two companies merged in 1975 to become National Foods.
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The merger brought together well- known brands such as Gloria and Red Seal. Following the merger, the company produced two brands of high-quality rice, Gloria Rice and Mahatma Rice. However, it was later decided to discontinue the Gloria Rice, leaving Mahatma as the predominant brand of high quality long-grained rice.
Mahatma Rice is undoubtedly one of the most popular white rice brands in the country.
At the recent Marketers’ Association of Zimbabwe 2012 Superbrand Awards ceremony, Mahatma came third in the basic foods category. Two other National Foods brands, Red Seal and Gloria, came first and second respectively.
At last year’s awards Mahatma came second in the Fast Moving Consumer Goods category.
With rice having become more affordable in recent years, not only are more people eating rice more regularly than in the past, but an increasing number of people are going for the high-quality Mahatma Rice. It is a rice that is tasty and satisfying.
Where the rice is grown The rice is grown in Thailand, which is recognised as one of the best rice producing countries in the world.
It is imported in bulk by National Foods and packaged in Mutare, along with other National Foods brands and varieties of rice, such as Red Seal Rice, Better Buy Rice and Red Seal Malawi Rice. Each brand of rice is different in its type and texture, with Mahatma the premiere brand.
