MUMBAI: GRM Overseas Ltd is shaking up the wheat flour market with a bold new campaign for its 10X classic chakki fresh atta, featuring none other than movie legend Salman Khan as its brand ambassador. With an eye on the growing demand for hygienic, packaged staples, GRM is encouraging consumers to switch from unbranded, market-sourced wheat flour to its superior-quality, unadulterated atta. The company is positioning itself at the forefront of a market poised to reach 197 billion dollars by 2030, fuelled by urbanisation, health-conscious choices, and evolving consumer habits.

GRM, managing director Atul Garg said, "Salman Khan embodies trust and quality values that align perfectly with our brand. This campaign is not just about promoting a product but advocating a healthier lifestyle for Indian families."

GRM is making an aggressive marketing push, rolling out the campaign across Hindi news channels, print media, digital platforms, outdoor ads, and cinemas, ensuring maximum reach across India.

As health, convenience, and quality drive consumer preferences, GRM’s 10X Classic Chakki Fresh Atta is aiming to set a new benchmark in the packaged staples segment. With Salman Khan leading the charge, the brand is all set to make quality atta the blockbuster choice in Indian households.