Mumbai: India Gate Basmati Rice's parent company KRBL is expanding its reach in Maharashtra with a campaign titled ‘Swaad Samriddhi Ka’ or ‘Taste of Prosperity’. Maharashtra contributes 13 per cent to the basmati rice market, and India Gate aims to make its products a staple in the state’s households for everyday meals.

Known for special occasions, India Gate now seeks to cater to daily consumption, introducing basmati varieties like Gini 70, Mini 50, Tini 50, and Niki 40, ideal for local dishes like Varan Bhaat and Masale Bhaat. This expansion reflects the brand’s commitment to local tastes and making basmati part of daily diets.

The campaign centers around a young couple; the wife brings her husband’s favorite Varan Bhaat to his workplace, symbolizing family prosperity with India Gate Basmati Rice as the ‘Taste of Prosperity.’

To connect with Maharashtrian families, the campaign includes a culturally resonant film, targeting regions like Kolhapur, Pune, Sangli, Solapur, and Satara. With over 3,500 TV spots across major channels and digital amplification, particularly on YouTube with Marathi content, the brand aims for broad engagement.

"With India Gate Basmati Rice already being a market leader across India, we see Maharashtra as an essential region to fuel our growth. Maharashtra’s consumers are incredibly hardworking and dedicated to building prosperity for their families, a sentiment we deeply resonate with. Through our expanded portfolio and this heartfelt campaign, we aim to not only increase our brand’s familiarity but also nurture a deep-rooted connection with the families," said KRBL AVP-marketing, MT&e-commerce, Kunal Sharma.