India, March 2025: KRBL Ltd., parent to India Gate Basmati Rice – the World’s No.1 Basmati rice brand – partnered with Landor India with an ambitious goal to revolutionize the rice category. Understanding that consumers often lack comprehensive information when choosing rice types, Landor’s Insights & Analytics team conducted extensive research to uncover distinct consumer mindsets. This led to a portfolio navigation and packaging design strategy that empowers consumers to make informed decisions based on their preferences.
Landor India’s strategic approach to India Gate Basmati Rice is consumer-centric, focusing on
meeting diverse needs. Many consumers typically choose rice relying on physical touch and
sparse information, which results in a limited comprehension of the differences among varieties. The introduction of compelling illustrations that depict each consumer’s mindset, paired with straightforward, precise descriptions, seeks to enable consumers to make knowledgeable choices.
By adopting an outside-in approach, the design and portfolio navigation revolves around
consumer needs, whether they seek perfection, consistency, or value. Illustrations cater to
various mindsets and are inspired by Indian folk art with a contemporary twist, making the brand both timeless and culturally relevant. The logo has been updated to appear more modern, enhancing brand recognition across digital and physical platforms. Packaging includes detailed information on ranges, product features, and benefits, facilitating informed decision-making for consumers. The scannable experience further engages consumers, providing a unique way to learn about their choices. This innovative approach not only enhances India Gate’s dominance in the market but also transforms the category by informing and involving consumers in a new and meaningful way.
Speaking on the collaboration, Kunal Sharma, Head of Marketing & Business Head – MT & Ecommerce, said, “Our collaboration with Landor has been pivotal in redefining how consumers engage with the packaged Basmati category and especially our brand India Gate. Through a consumer-centric – mindset forward – approach, we aim to educate and empower consumers with valuable insights into rice quality, making consumers self-reliant when choosing Basmati rice for their households and enhancing their overall experience and loyalty.”
Commenting on the project, the agency spokesperson said, “Our partnership with India Gate Basmati Rice marks a significant milestone in breaking category norms, blending legacy and modernization seamlessly and reshaping consumer behaviours in rice shopping. Our data-driven approach, combined with consumer research, validated our design decisions every step of the way. By challenging traditional norms and prioritizing consumer needs, we have successfully created a disruptive narrative that sets a new standard in the rice category.”
The project’s success showcases KRBL Limited’s commitment to consumer empowerment and
modernization while preserving its brand heritage. The India Gate brand film capturing this
journey and the new avatar underscores the transformative impact of this collaboration.
