Revamped packaging balances tradition with innovation: KRBL Founders

KRBL Limited, parent to India Gate Basmati Rice, has announced the launch of its new packaging.

The brand has also launched a campaign that drew inspiration from India's obsession with cricket and Bollywood, conceptualized as a movie release titled ‘Fatega Poster, Niklega Star’.

The campaign’s execution involves 25-30 top celebrities and influencers like Amitabh Bachchan, Rajeev Masand and Karan Johar for outdoor advertising across 75 metro sites, and teaser content to build curiosity.

Kunal Sharma, Head of Marketing & Business Head, Modern Trade and E-commerce, KRBL Limited, emphasized the deep emotional connection that the India Gate brand has built over the years through its tradition and legacy.

Further, Ayush Gupta, India Business Head, KRBL, outlined two key reasons for revisiting India Gate’s packaging.

“Rice is the center of plate in India,” yet consumers often make purchasing decisions based on price rather than quality. KRBL identified a “huge quality knowledge gap” in the category, which no brand, including themselves as market leaders, had addressed effectively. This realization became the trigger for KRBL’s strategic shift to bridge the quality knowledge gap and make the consumer journey more meaningful with new and informational packaging.

The packaging also now distinctly specifies grain type and aging processes, offering clear differentiation between ‘naturally aged’, ‘perfectly aged’, and ‘aged’. “We’ve created that grading and, in the end, we’ve said what it means to you. So, it gives you great taste. This is about superior experience,” Gupta noted.

“We wanted to build engagement in this low-involvement category. So, we’ve built in a QR code integrated into the design. If people scan this, all these illustrations will come to life,” he added, highlighting the brand’s push towards interactive packaging.

“It’s a balance between tradition and legacy with innovation, building upon it for a newer generation, newer mindset,” he concluded.