KRBL, the parent company of India Gate Basmati Rice, has introduced new packaging for its premium rice brand, reinforcing its consumer-first approach.
In a statement, KRBL said the revamped packaging is designed to educate and empower buyers by providing essential product details, helping them make informed decisions based on their dietary needs and preferences.
“The new packaging consists of a ‘consumer-forward prefix’ that provides variant-specific details, along with additional product information that simplifies the selection process for consumers,” the company said.
Ayush Gupta, India business head at KRBL, emphasised the role of packaging as a powerful communication tool. “Packaging can empower and educate consumers. It is a great asset that companies can utilize to engage with their customers,” Gupta told FE.
Gupta highlighted the integration of advanced features such as AR-enabled QR codes and clear variant prefixes in the new packaging. “Every detail in the new package is designed to enhance the consumer journey—making it more convenient and rewarding. This is packaging with a purpose—intelligent, engaging, and deeply rooted in our values,” he added.
KRBL is also eyeing diversification into the mixed spice segment, with plans to enter the market by the first quarter of FY26. “Product development and research are currently in progress,” Gupta revealed.
He underscored the high-growth potential of the spice market, stating, “The spice category has a high gross margin and significant growth rate. The India Gate brand is synonymous of legacy, the quality which resonate with spice category. So as a brand, we have good equity to go foray in the market.”
KRBL recently announced Amitabh Bachchan as its brand ambassador.