The domestic milled rice industry, of which Milltec is a part, is mostly driven by domestic consumption, which accounts for over 90 per cent of the revenue, while exports account for the rest. The company’s revenue is expected to grow at a healthy pace of 7-8 per cent compound annual growth rate over the next three years, driven by a steady increase in consumption and a gradual shift from unbranded to branded rice. On the other hand, exports are expected to grow at a fast pace of 10-11 per cent in terms of value, because of rising demand from the Middle East, the US, the UK and new markets, such as China, as mentioned in the Draft Red Herring Prospectus (DRHP). With consumers increasingly preferring higher-quality rice, especially in the urban areas, the changing consumption pattern will be driving growth of the branded-rice segment, fetching higher realisation for the mills.