GRM Group celebrates the role of food in bringing people together in Zarda King ad

GRM Group has unveiled its latest campaign, ‘Rishta Mubarak,’ a heartfelt celebration of the relationships that define our lives. Centered around its premium rice variety, Zarda King, the campaign highlights the importance of food in fostering connections and creating moments of joy. Renowned for its superior quality, Zarda King is the perfect choice for traditional Indian dishes like zarda (a sweet rice dish) and biryani, which are integral to celebrations across the country.

Barun Prabhakar, Chief Marketing Officer of GRM Group, added: “We Indians believe in celebrating every good occasion with good food, and Zarda King is the ideal product to enhance those celebrations. The ‘Rishta Mubarak’ campaign is all about acknowledging and celebrating the many unsaid relationships that shape our lives. We encourage people to mark the new beginnings of relationships with flavorful dishes made with Zarda King and share the heartfelt message: ‘Rishta Mubarak.’”

Sharing his thoughts on the campaign, Mr. Atul Garg, Managing Director of GRM Overseas, said:
“At GRM Overseas, we believe that the essence of every celebration lies in the details—just like the perfect grain of rice. With ‘Rishta Mubarak,’ we celebrate the bonds that bring us together, making every meal and every moment truly special.”

Through two emotional narratives, the campaign captures the beauty of unspoken relationships, showcasing how shared meals made with Zarda King create opportunities to celebrate special moments. It emphasizes the cultural significance of dishes like zarda and biryani, which are central to Indian festivities and family gatherings.

Zarda King stands out for its exceptional quality, offering unbreakable grains, a delightful aroma, and the ability to elevate any dish. Whether it’s a festive occasion, a wedding feast, or an intimate family gathering, Zarda King ensures every culinary experience becomes a cherished memory.

GRM Group, a leader in the FMCG space, continues its legacy of delivering excellence with its premium rice portfolio under the 10x brand. With an unwavering commitment to quality and innovation, the company has become a trusted name for families across India.

Celebrate every bond with Zarda King and say ‘Rishta Mubarak’—because every relationship deserves to be cherished