NEW DELHI: As the nation is dealing with Covid2019, the problem of hunger still prevails amongst millions of under-privileged humans. India Gate Basmati Rice, being one of the oldest brands in India has started #UmeedHainHum - an initiative to feed families during these tough times. The brand has been providing more than 20,000 meals every day across the country.

KRBL Limited business head, sales and marketing Ayush Gupta shares, “When we first started this activity, it was about helping an orphanage which was struggling for their daily meals somewhere in Bhopal, but as we moved along the journey became larger and more vivid in terms of the people and sections of the society we could serve.”

According to Gupta, the brand has observed that people are buying via online channels, “We are observing a heavy surge in online purchases, which is becoming beneficial for top brands who have a really high recall. FMCG as a consumer segment is going to be the most sustained and will provide a backbone for customers returning to the market. Groceries will remain key to the last mile shopping with strong positive sentiment towards supporting them.”

He also points out that local brands, which are providing quality products, will be the most benefited in the coming months as well.

“During the ongoing crisis of Covid2019, we want to make sure that we are available in appropriate quantities to all our customers across the globe. As rice is one of the most consumed essential grains in most countries, we are taking special measures to make sure that each and every packet is passed through stringent quality checks and is hygienically packed,” he says.

When asked about what kind of shift the brand has seen in the marketing strategies and on what mediums the brand is experimenting to connect with the consumers, Gupta says, “Right now, in times of uncertainties, brand communication should be able to educate, assure and be empathetic to the needs of customers. Being omni-channel, ensuring the availability of stocks everywhere with a 'value for money' proposition is how we are approaching the current scenario.”

He shares that the remaining financial year looks promising as the food and beverage industry will become the forming grounds of people coming out again shopping for their staple requirements. “This will, in turn, provide opportunities to various other categories to get picked up and provide better balance to the overall market,” he adds.

Gupta reveals that the brand is planning to extend its existing health portfolio which has brown rice and quinoa in it, with flax seeds, chia seeds and black rice. These products, which are already available under the brand India Gate in international markets, will now be available in India as well.

He further added, “Currently, KRBL intends to expand further into various regional rice varieties which are generally available as loose rice only. In our category particularly, customers are fast moving towards packaged products as it gives assurance of safety, hygiene, cleanliness and quality consistency month on month. Along with this, after the successful launch of Idli Rava, we are planning to launch similar rice- and grain-based products which can be used for making a multitude of dishes.”