India Gate Basmati Rice Secures Bollywood Legend Amitabh Bachchan’s Endorsement

KRBL Ltd., the world’s largest basmati rice miller and parent company of India Gate Basmati Rice, has secured an endorsement deal with Bollywood legend Amitabh Bachchan. 

The partnership unites two household names as the 82-year-old Bollywood veteran becomes the face of  India Gate Basmati Rice, a preferred choice for millions of households globally.

Following the collaboration, Ayush Gupta, India Business Head, KRBL Limited, stated, “We are honoured to welcome Mr. Amitabh Bachchan to the KRBL family. His legendary stature, unwavering integrity, and timeless appeal perfectly resonate with our core values and rich heritage. Mr. Bachchan, known for his versatility and the numerous iconic roles he has portrayed throughout his illustrious career, perfectly blend with the legacy KRBL holds.”

“Just as he has captivated audiences with his diverse performances, KRBL delights households worldwide with its unmatched offerings catering to the varied tastes and culinary traditions across the globe. With his iconic presence, we aim to deepen our consumer engagement and aim to take the brand’s story to every corner of the country and the world.”

Amitabh Bachchan enthused, “India Gate Basmati Rice is not just a brand; it’s a legacy that has been part of Indian households for generations. I am delighted to be associated with KRBL, a company that consistently upholds the highest standards of quality and innovation. I look forward to being part of this journey, celebrating the authenticity and traditions that make every meal so special.”

The collaboration aims to further expand KRBL’s reach and create fresh campaigns that celebrate heritage, quality and authenticity to engage audiences of all ages. 

According to ASN data, India Gate Basmati Rice has been inactive in the Asian sponsorship market since Q221, and prior to that, it engaged in deals between US$50k and US$100k backing television programmes and awards.