KRBL Ltd. has signed Bollywood legend Amitabh Bachchan as the face of its iconic ‘India Gate’ basmati rice, marking a major push to solidify its brand leadership in the global basmati market.
Announcing the partnership, KRBL emphasized that Bachchan’s association with India Gate is more than just an endorsement—it’s a celebration of tradition, quality, and trust that the brand has built over the decades. Ayush Gupta, India Business Head at KRBL, expressed excitement over the collaboration, calling it a “perfect match” between Bachchan’s enduring legacy and the company’s rich heritage.
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“For generations, India Gate has been a staple in Indian households, and there’s no one better than Amitabh Bachchan to represent the values of authenticity and excellence that our brand stands for,” Gupta said. The company sees this as an opportunity to deepen consumer engagement and bring its story to a wider audience, both in India and across the world.
Bachchan, whose larger-than-life persona has made him a household name for decades, echoed the sentiment. “India Gate basmati rice is not just a product; it’s an integral part of Indian kitchens, woven into countless family meals and traditions,” he said.
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KRBL, a publicly traded company, is a dominant force in the global basmati rice industry and continues to expand its portfolio of consumer food products. With Bachchan as its brand ambassador, the company is poised to strengthen its connection with consumers and reinforce its market leadership.
