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The revamped packaging aims to educate and empower consumers, enabling them to make informed choices based on their unique preferences and requirements
KRBL Limited, a global leader in the food industry and parent to the India Gate Basmati Rice, announced the launch of its new packaging. Designed with a consumer-first approach, the revamped packaging aims to educate and empower consumers, enabling them to make informed choices based on their unique preferences and requirements.
The journey to this milestone began with a deep dive into consumer behaviour, aiming to address significant gaps in the category. The research highlighted key challenges: lack of detailed product knowledge and price-driven decision-making. These insights laid the foundation for the new packaging, designed to simplify choices, provide transparency, and strengthen consumer trust.
KRBL partnered with renowned brand consulting and design firm Landor Associates to bring this vision to life. This collaboration brought global expertise to address complex challenges, such as integrating modern design elements with India Gate’s rich legacy and ensuring that the packaging resonates with diverse consumer mindsets. Through extensive research and validation, the new packaging emerged as a solution that blends tradition with innovation, empowering consumers with detailed product information, consumer-forward illustrations and interactive features like QR codes.