India Gate basmati rice’s modernized identity

In February 2025, KRBL, the parent company of India Gate basmati rice, initiated a comprehensive ‘packaging-led reset’ for India Gate Basmati Rice, marking the brand’s most significant visual overhaul in over two decades. Recognizing that the Indian staples market is rapidly shifting from loose to branded rice, the company partnered with global design firm Landor to move beyond traditional commodity selling.

This collaboration brought global expertise to address complex challenges, such as integrating modern design elements with India Gate’s rich legacy and ensuring that the packaging resonates with diverse consumer mindsets. Through extensive research, the new packaging emerged as a solution that blends tradition with innovation, empowering consumers with detailed product information, consumer-forward illustrations, and interactive features.

Instead of focusing solely on technical attributes such as grain length or aging, the new identity was designed to resonate emotionally with modern consumers, emphasizing the brand’s 135-year legacy while adopting a sleek, premium aesthetic. The revamped packaging aims to educate and empower consumers, enabling them to make informed choices based on their unique preferences and requirements.

The centerpiece of this overhaul was a fundamental re-architecture of the product portfolio based on consumer mindsets rather than just price points. India Gate categorized its range into four distinct pillars: The Perfectionist (for high-end celebrations), The Quality Seeker (for family health and purity), The Taste Champion (for everyday culinary excellence), and The Smart Shopper (for value-conscious daily meals). This segmentation was reflected in vibrant colors and distinct visual cues, making it easier for shoppers to navigate the crowded retail shelf and choose the rice that best fits their needs.

To announce the new look, India Gate broke away from traditional FMCG marketing by borrowing a page from the Bollywood playbook. The campaign began with a controlled leak on social media, where prominent directors such as Karan Johar and Vignesh Shivan teased a new avatar for a major star.

This culminated in a grand reveal at PVR Director’s Cut in Delhi, where brand ambassador Amitabh Bachchan officially unveiled the new packaging. By framing the product as a ‘Star,’ the brand successfully generated cinematic-level hype, resulting in 239 million digital impressions and a significant surge in top-of-mind awareness (TOMA).

AR and smart packaging

In an industry first, the new packaging was designed to be interactive through Augmented Reality (AR). Each pack features a QR code that, when scanned, bridges the gap between the physical product and the digital world. Consumers are directed to a microsite where they can take quizzes to identify their rice mindset, access curated recipes, and explore the brand’s heritage through digital illustrations.

This tech-forward approach was specifically designed to appeal to younger, tech-savvy ‘Genzennials’ who increasingly purchase their staples via quick-commerce platforms such as Zepto and Blinkit.

Digital screens to Mahakumbh

The brand backed the launch with a massive out-of-home (OOH) campaign that spanned 14 major cities and high-traffic locations. This included 3D billboards and tearable hoardings that physically showcased the new pack designs. Key markets covered in this extensive OOH initiative also included Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Rajasthan, and Madhya Pradesh.

To ensure rural and mass-market reach, India Gate also installed 20-foot-tall pack replicas at the Mahakumbh in Prayagraj. This high-visibility, 360-degree marketing strategy, which consumed roughly 20% of the brand’s annual marketing budget, successfully solidified India Gate’s position as a premium yet accessible market leader. The OOH campaign utilized a variety of impactful formats to capture consumer attention in bustling cityscapes and high-traffic hotspots.

The large-format billboards featured Bachchan and the newly designed packaging for popular variants such as India Gate Super, Feast Rozzana, and Dubar. The displays emphasized the ‘Only Top Class, No Khulla Class’ message, reiterating the brand’s commitment to superior quality and packaged integrity.