India Gate sets eyes beyond basmati, to foray into mixed spices, rice bran oil
KRBL Ltd, a publicly listed company popular for its 'India Gate' basmati rice, is foraying into mixed spices and rice bran edible oil segments.
India Gate brand has already forayed into other premium non-basmati rice categories that typically sell at a premium.
Their mixed biriymasala is already on e-commerce platforms for about a year now and it is planning to launch it in brick-and-mortar general stores next financial year.
«It is already on e-commerce platforms for a year now. Now we are planning to launch it in brick-and-mortar general stores. Looking at the success of biriyani masala, we are actually creating a range of masalas, for premium market. We will launch it in the first quarter of next financial year. We will be in the spice mix category, because consumer convenience is a factor,» one of the top management officials told reporters at their Dhuri rice milling facility.
«In 30 years, we have made such a strong brand. India Gate has become synonymous to a rice provider… Atta, spices, edible oils, and pulses are all logical extension that we see in the brand India Gate,» the top management added.
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