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HomePosts Tagged "India Gate Basmati Rice"
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, Foodgrains, India, Supply Chain, Trade

Strategic move of the company to meet the growing global demand of the Basmati rice.

KRBL Limited, renowned for its flagship range- India Gate Basmati Rice, the World’s No. 1 Basmati Rice brand*, is thrilled to reveal its product range at Tesco, the largest and most well-known supermarket chain in the UK. This ensures that India Gate Foods’ premium Basmati range is easily accessible for delivery to customers across the United Kingdom.

As a leader in the basmati rice industry, India Gate Foods has consistently established the benchmarks for rice quality and innovation. The availability of KRBL’s products at Tesco emphasizes KRBL’s dedication to offering consumers unmatched access to high-quality basmati rice and other products. Amidst the growing demand of high-quality Basmati in global markets, this strategic move marks a significant milestone as it broadens KRBL’s global reach. Shifting from a B2B to a B2C relationship through availability of products at Tesco allows the brand to engage directly with customers who have expressed their preference for “premium, aged, long grain basmati.”

” Introducing our India Gate Basmati Rice range at Tesco not only bolsters our global market presence but also highlights our dedication to delivering high-quality and exclusive products. We are devoted to expanding our export network into new regions, including Europe and North America, through strategic collaborations and enhanced product offerings. Our goal is to make the India Gate Basmati rice and KRBL product range accessible to a broader audience, allowing them to enjoy the rich heritage and superior flavour of our products, and to use the finest quality rice for creating various delicacies.” said Akshay Gupta, Business Head for Bulk Exports, KRBL.

KRBL worked in partnership with Golden Acre Foods to secure the launch.  Based in the UK, Bcorp certified company, Golden Acre Foods are experts in bringing global brands to UK supermarkets.  They are Tesco’s strategic partner in World Foods and are renowned for their full-service approach, providing end to end support and guidance for brands wanting to enter the UK market.   The launch of India Gate Basmati Rice in Tesco will provide a great platform for future growth.

“Tesco’s tremendous community of 2,904 retail stores throughout the UK will provide us with great enterprise opportunities, and we are expecting a tremendous raise in our sales in the European region. Launching our products at Tesco isn’t about expanding our footprint but also about establishing KRBL as a trusted household name in the global market.” Gupta added.

KRBL is optimistic about achieving positive growth driven by continued expansion in the domestic market and increased exports.

Strategic move of the company to meet