India Gate, KRBL's flagship basmati brand, unveils a mindset-driven packaging revamp after 25 years, targeting perfectionists, purity seekers, and value buyers amid staples shift. QR codes, clear cues, and scenario illustrations boost awareness 500 bps, market share 200 bps, eyeing 60% dominance as packaged rice surges.
India Gate, India's top basmati rice brand from KRBL, launched a packaging overhaul in February 2025 after 25 years. This strategic reset reorganizes products around consumer mindsets like perfectionism and value-seeking, adding QR codes and clear cues to ease choices amid loose-to-branded shift. Early gains include 200 basis points market share rise and boosted awareness.
The transformation goes beyond visuals, addressing confusion in low-engagement staples buying where price often trumps quality. KRBL drew from extensive research, partnering with Landor to pivot from grain specs to relatable scenarios, empowering shoppers in a market where loose rice holds 65% share but packaged is surging toward 2030 dominance.
Quick commerce accelerates this, forming 20% of India Gate's sales without loose rivals online, enhancing visibility and trials.
Key Highlights from the Reset
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Portfolio Re-architecture for Mindsets: Ranges now target perfectionists (Gold Standard for celebrations), purity seekers (organic family packs), all-rounders (daily versatility), and value-smart buyers, using illustrations like tiffin carriers for intuitive picks.
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Enhanced Pack Intelligence: Updated logos, grain length details, cooking tips (e.g., softness for Rozana), and QR quizzes linking to personalized recommendations, boosting post-purchase loyalty.
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Proven Shelf Impact: 93% rate design more appealing, 95% find info relevant; top-of-mind awareness up 500 basis points, with 200 bps market share gain in existing outlets toward 60% goal from 42%.
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Staples Evolution Edge: Aligns with post-Covid trust in packaged for ageing proof, consistency; e-com dominance positions India Gate to drive loose-to-branded migration over next decade.
Source: afaqs!, Indian Retailer