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Saturday / February 22. 2025

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HomePosts Tagged "Ayush Gupta"
Company News, Packaging & Labelling

Blending Tradition with Innovation to Empower Every Purchase with Transparency and Quality

KRBL Limited, a global leader in the food industry and parent to the World’s No.1 India Gate Basmati Rice, proudly announces the launch of its new packaging. Designed
with a consumer-first approach, the revamped packaging aims to educate and empower consumers, enabling them to make informed choices based on their unique preferences and requirements. The journey to this milestone began with a deep dive into consumer behavior, aiming to address significant gaps in the category. Research highlighted key challenges: lack of detailed product knowledge and price-driven decision-making. These insights laid the foundation for the new packaging, designed to simplify choices, provide transparency, and strengthen consumer trust.

To bring this vision to life, KRBL partnered with renowned brand consulting and design firm Landor Associates. This collaboration brought global expertise to address complex challenges, such as the integration of modern design elements with India Gate’s rich legacy and ensuring that the packaging resonates with diverse consumer mindsets. Through extensive research and validation, the new packaging emerged as a solution that blends tradition with innovation, empowering consumers with detailed product information, consumer-forward illustrations and interactive features like QR codes. By segmenting the portfolio based on mindsets—such as The Perfectionist, The Quality-Seeker, The Taste Champion, The Smart Shopper—KRBL ensures a tailored experience for every consumer.

“The new packaging represents a significant step forward in our mission to empower consumers,” said Ayush Gupta, India Business Head, KRBL Limited. “By addressing long-standing consumer challenges, we aim to redefine how consumers interact with basmati rice. Every detail, from AR- enabled QR codes to variant-specific prefixes, is designed to make their journey easier and more rewarding. This is packaging with a purpose—intelligent, engaging, and deeply rooted in our values. This initiative not only reflects our dedication to quality and innovation but also strengthens our legacy as a trusted leader in the industry.”

The revamped packaging is just the beginning of a multi-phase campaign that is being launched on 29th January 2025 at PVR Director’s Cut, Vasant Kunj, with the unveiling kicking off with a grand premiere at PVR Director’s Cut, marking a bold step in redefining consumer engagement in an otherwise low-engagement category.

Blending Tradition with Innovation to Empower Every

Agribusiness, Company News, Finance, Foodgrains, India, Trade

The E-commerce ecosystem has delivered a staggering 75 per cent revenue growth (vs. STLY) * for KRBL, solidifying its position as a pivotal strategic channel for the company’s business expansion.

KRBL Limited, renowned for its flagship range- India Gate Basmati Rice, the World’s No. 1 Basmati Rice brand, has reported robust growth in the domestic market for Q1 FY25, with revenue of Rs 925 crore, marking a 9 per cent year-on-year increase. This growth is underpinned by a significant rise in both volume and realisation for branded Basmati rice, as well as a 23 per cent surge in sales of non-Basmati branded rice.

KRBL has achieved a record-breaking market share of 37.1 per cent (+460 bps*, STLY) in general trade, 44.9 per cent (+280 bps*, STLY) in modern trade, and 42.0 per cent (+350 bps*, STLY) in e-commerce, significantly strengthening its leadership across all market categories in Q1 FY25. The E-commerce ecosystem has delivered a staggering 75 per cent revenue growth (vs. STLY) * for KRBL, solidifying its position as a pivotal strategic channel for the company’s business expansion.

The company’s unwavering efforts to enhance product availability and densify its distribution network are credited with this achievement. Currently, the brand is present in over 1.1 crore households nationwide, with a 10 per cent penetration (8 per cent increase* over STLY) and a retail outlet presence of 3.8 lac outlets.

The company has also received a positive response to its regional rice offerings and the India Gate Classic Biryani Masala. The regional rice segment, featuring aged varieties such as Surti Kolam, Jeera Rice, Sona Masoorie, Wada Kolam, and Gobindo Bhog, has grown by 23 per cent, reflecting strong consumer demand. Similarly, the India Gate Classic Biryani Masala has gained traction across E-commerce and Modern Trade platforms, further enhancing KRBL’s presence in the domestic market.

Ayush Gupta, Domestic Business Head, KRBL, commented on the performance, saying, “Our recipe for success is built on three essential pillars: Consumer, Category, and Channel. We place the consumer at the core of everything we do, constantly evolving with their preferences and translating these insights into impactful initiatives. Our passion goes beyond selling rice; we’re committed to elevating the entire basmati category. By expanding the market, educating both consumers and retailers and preserving Basmati’s heritage, we ensure an uncompromised experience. Additionally, a robust omnichannel presence has been crucial in connecting with the right customers at the right time, driving our growth strategy forward”

As KRBL continues to build on its market leadership, the company remains dedicated to expanding its reach and strengthening its product offerings in the domestic market, ensuring sustained growth and value for its stakeholders.

The E-commerce ecosystem has delivered a staggering