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KRBL Limited, an Indian basmati rice exporter company and parent to India Gate Basmati Rice, has announced 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 preferences and requirements.
New packaging of India Gate Basmati Rice
According to Ayush Gupta, India business head at KRBL, the packaging revamp was driven by three key objectives: increasing market share from 39-40% to 55-60% within three to five years, converting consumers from loose to packaged basmati rice, and strengthening brand recognition across e-commerce and modern trade platforms.
“With the rise of e-commerce, quick commerce, and modern trade, brand preference is now more critical than distribution. We needed packaging that ensures strong and clear brand recognition across these platforms,” he explains.
The Smart Shopper’s range
Kunal Sharma, head of marketing and business for modern trade and e-commerce at KRBL, adds that while studying consumer behaviour, he found that many purchase decisions were driven by price, making category navigation confusing. Consumers struggled to differentiate between products due to a lack of clear segmentation.
“As category leaders, we felt responsible for driving clarity in the market and undertook this extensive, strategic exercise.”
Kunal Sharma, KRBL
The company aims to simplify choices, enhance transparency, and strengthen consumer trust through this new packaging approach. “We conducted extensive research to understand consumer mindsets across different regions,” says Sharma.
The Perfectionist’s range
Rice is central to meals in India, but buying behaviour varies widely. Instead of segmenting solely by basmati rice types, KRBL identified four consumer mindsets and validated them through research. It then designed the packaging to align with these insights.
In the revamp, Gupta says the goal was to balance tradition and innovation. Despite India Gate’s strong legacy, he acknowledges the evolution of consumer preferences.
The Quality Seeker’s range
“We wanted to maintain our heritage while modernising the brand. Additionally, we aimed to empower consumers with transparent information, ensuring they make informed decisions rather than relying solely on retailer influence.”
Ayush Gupta, KRBL
KRBL has hired Bollywood actor Amitabh Bachchan for its campaign. Gupta believes that this communication strategy will be vital in this transition.
“His [Amitabh Bachchan’s] credibility and influence can help drive this shift, just as he did with the polio vaccination campaign,” he notes.
The redesign, developed in collaboration with global brand consulting firm Landor Associates, aims to integrate contemporary aesthetics with India Gate’s heritage.
“Our target demographic remains 35-45 years old, but their preferences have evolved,” says Sharma. The brand has moved away from a purely food-forward approach to a mindset-driven communication style.
The new design incorporates contemporary illustrations and modern aesthetics to resonate with today’s consumers. Sharma adds that the brand has also introduced AR filters to enhance engagement, allowing consumers to interact with the packaging and share their experiences on social media.
Maintaining brand recognition amidst the visual transformation was a key priority for KRBL. “The India Gate logo remains in its original placement on a white background—our most recognisable visual cue,” reveals Gupta.
The Taste Champion’s range
He ensured that while the design evolved, key elements of the old packaging remained intact to create a seamless transition for consumers.
To support the new packaging launch, KRBL has allocated 20% of its annual ad and marketing budget, ensuring significant visibility. “We are launching this packaging like a movie premiere, using digital as our lead medium,” Sharma explains.
Starting with teaser campaigns, the brand has collaborated with top influencers who are promoting the new design across India. It is also investing in outdoor advertising, covering 250 sites in key metropolitan areas.
“Cinema promotions, anamorphic billboards, and retail activations are part of the plan. Additionally, we have collaborations with Blinkit, Swiggy Instamart, and Zepto, including gamification and interactive content.”
Kunal Sharma, KRBL
Regarding broader advertising plans, Gupta says that, while CTV is part of the brand’s media mix, the primary goal is to maximise reach, especially in markets where loose rice dominates.
“Since 80% of basmati rice consumers in HSM [Hindi-speaking markets] still purchase loose rice, our focus is on broad reach rather than a limited CTV audience.”
Ayush Gupta, KRBL
Beyond rice, KRBL is eyeing expansion into other kitchen staples. “We aim to evolve from being a rice brand to a broader kitchen staples provider in India,” Gupta conveys.
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