Amitabh Bachchan joins KRBL Limited as brand ambassador for India Gate Basmati Rice

India Gate Basmati Rice, a flagship product of KRBL Limited, has set a new milestone in its illustrious journey with the announcement of legendary Indian actor Amitabh Bachchan as its brand ambassador. This collaboration is designed to enhance the brand’s consumer connection, elevate its global stature, and reaffirm its commitment to quality and authenticity.

KRBL Limited, a global leader in premium basmati rice, unveiled the partnership on January 25, 2025, describing it as a union of two iconic names synonymous with trust, excellence, and tradition. The announcement underscores the strategic importance of this move in expanding India Gate’s influence in the premium packaged rice segment while highlighting KRBL’s innovation-driven legacy that spans 135 years.

Why Is This Collaboration Significant for India Gate Basmati Rice?

This partnership with Amitabh Bachchan brings unparalleled credibility and relatability to India Gate Basmati Rice, which is already recognized as the world’s top-selling basmati rice brand. According to Ayush Gupta, India Business Head at KRBL Limited, Bachchan’s widespread appeal, integrity, and versatility perfectly align with the brand’s core values.

“Amitabh Bachchan’s stature as a household name resonates deeply with our commitment to providing premium-quality basmati rice that represents the heritage and traditions of Indian households,” Gupta explained. He added that Bachchan’s involvement will allow India Gate to engage consumers across all demographics while strengthening its market position both domestically and globally.

What Does Amitabh Bachchan Bring to India Gate Basmati Rice?

Amitabh Bachchan, often referred to as a cultural icon, expressed his enthusiasm for this collaboration. “India Gate Basmati Rice is not just a brand; it’s a legacy that has been a part of Indian households for generations. I look forward to celebrating the authenticity and traditions that make every meal so special,” he shared.

Bachchan’s association aims to amplify the emotional connection between the brand and its consumers, using his credibility to communicate the brand’s dedication to quality, innovation, and sustainability. His iconic presence is expected to extend the brand’s reach to newer audiences while reaffirming loyalty among its existing customers.

How Will KRBL Leverage This Partnership for Growth?

KRBL Limited is positioning this collaboration as part of a broader strategy to transition Indian consumers from loose rice purchases to packaged products that guarantee premium quality and convenience. Kunal Sharma, Head of Marketing and Business Head for Modern Trade and E-Commerce at KRBL Limited, emphasized that the move aligns with the company’s mission of offering superior value through innovation and sustainable practices.

Sharma explained, “Amitabh Bachchan’s influence will not only build greater trust but also help us engage with a diverse range of consumers. This partnership supports our vision of enhancing consumer convenience and quality assurance.”

The collaboration is also expected to inspire innovative marketing campaigns, reflecting KRBL’s commitment to maintaining its leadership in the global rice market.

What Sets India Gate Basmati Rice Apart in the Global Market?

India Gate Basmati Rice enjoys a stellar reputation worldwide as the gold standard in basmati rice. KRBL’s commitment to quality is evident in its vertically integrated operations, which cover every stage of production—from seed development and farming to processing, packaging, and distribution.

This meticulous approach ensures that every grain of India Gate Basmati Rice meets the highest standards of authenticity and quality. The brand’s offerings include a variety of basmati rice products, such as aged rice, brown rice, and regional variants, catering to the diverse culinary preferences of its global consumer base.

Why Is Sustainability Central to KRBL’s Vision?

Beyond its focus on quality, KRBL Limited has established itself as a sustainability-driven company. With operations in over 90 countries across six continents, the company prioritizes responsible practices that benefit both communities and the environment.

KRBL’s sustainability initiatives include minimizing its carbon footprint through energy-efficient operations and actively supporting local farming communities. This philosophy aligns with the brand’s mission to deliver excellence while protecting the planet.

What’s Next for India Gate Basmati Rice?

As the collaboration with Amitabh Bachchan unfolds, KRBL Limited plans to explore creative marketing initiatives that celebrate its heritage while appealing to modern sensibilities. The company’s global expansion strategy aims to position India Gate Basmati Rice not only as a staple food product but also as a symbol of trust and tradition.

By integrating Amitabh Bachchan’s iconic presence into its narrative, KRBL aspires to build deeper connections with consumers, reinforcing the emotional bond that India Gate has fostered over decades.

The partnership between Amitabh Bachchan and India Gate Basmati Rice marks a new chapter in KRBL Limited’s journey of excellence. With a focus on quality, innovation, and sustainability, this collaboration represents the perfect blend of heritage and modernity. By leveraging Bachchan’s influence, KRBL is set to strengthen its leadership in the global basmati rice market while continuing to celebrate the rich traditions that define its legacy.