KRBL Limited has entered the everyday kitchen staples segment with the launch of India Gate Poha, aiming to tap into India’s large commoditized poha market with a hygienic, quality-assured packaged offering.
Sourced from key rice-growing regions in South Gujarat like Navsari and Valsad, the product features thick flakes that hold their shape during cooking, a higher share of whole flakes, good dietary fibre content, and requires just one wash before use.
Initially available in 500-gram packs across general and modern trade outlets in Delhi, NCR, Uttar Pradesh, and Punjab, this launch expands KRBL’s portfolio beyond basmati rice.
The company has also seen early traction in select European markets among expat consumers and plans to introduce regional variants like Indori Poha to cater to diverse tastes.
“We are primarily focusing our launch at this point in Delhi, the National Capital Region, Uttar Pradesh and Punjab. These are the markets that we have largely identified for phase one of our launch,” Businessline has quoted Kunal Sharma, the company’s vice president – marketing and organized trade, as saying.
The company hopes to get demand for at least 200 tonnes once it launches its product in Madhya Pradesh and Chhattisgarh, which are bigger markets. By the year-end, the company should be able to be in a better position.
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Naresh Khanna – 10 February 2025
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