India Gate achieved 22% CAGR in 3 years; Rs 4,000 cr top line in FY24: Kunal Sharma

KRBL Limited and its flagship brand India Gate Basmati Rice had embarked on a journey aimed at providing freedom from hunger on the occasion of the 78th year of Independence. Titled ‘Grains of Hope’, the campaign introduced a program for feeding underprivileged children across India. For this campaign, India Gate forged a partnership with Olympic winner Manu Bhaker, encouraging people to work towards this initiative together, leading to the creation of a hunger-free nation under the #FreedomFromHunger movement.

The ‘Grains of Hope’ is an integrated campaign by Wavemaker India and since its launch has been expanding its reach across all platforms by way of leveraging all mediums with QR scans and steering people to  www.indiagategrainsofhope.com.

With each pledge that people make, India Gate will be donating a meal to a child, connecting each pledge to a strong act of kindness and compassion. The initiative, #GrainsofHope, has the objective of mitigating hunger and bolstering community bonds by providing motivation and inspiration for combined action for handling this critical problem together.

India Gate has also collaborated with quick commerce platforms such as Zepto, and Blinkit, wherein on the purchase of every pack of India Gate rice on these platforms during the period of the campaign, a child in need will be gifted a meal, underscoring the commitment of the brands towards eradication of hunger.

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In an exclusive interaction with Adgully, Kunal Sharma, AVP - Marketing, MT & Ecommerce, KRBL, speaks at length about the inspiration behind creation of the “Grains of Hope” campaign, the thought and concept behind it, how India Gate plans to measure the impact of the ‘Grains of Hope” initiative on eradication of hunger levels among underprivileged children. He also delves into the association with Manu Bhaker, the creative brief given, the specific actions that are being encouraged under the #FreedomFromHunger movement, how India Gate aims to ensure the sustainability of this initiative beyond the initial campaign, and more.

What inspired India Gate Basmati Rice and Wavemaker India to create the ‘Grains of Hope’ campaign? What is the concept and thought behind the campaign?

As a leading food brand, we have a deep-rooted belief that food is not just a necessity, but a fundamental right that empowers individuals, and hence, we are committed to contributing towards building a hunger-free world.

This formed the core of our ‘Grains of Hope’ campaign, a vision brought to fruition through our mainline partner, Creativeland Asia, and widely shared with the public by Wavemaker India with an intent to combat child hunger by providing nutritious meals, thus enabling children to dream big and unleash the phenomenal potential in them. We strategically launched the #FreedomFromHunger movement under our ‘Grains of Hope’ initiative on Independence Day, symbolizing freedom, to underscore our commitment to a future free from hunger.

Through this campaign, every pledge made by a consumer results in a meal for an underprivileged child, directly linking consumer engagement to positive social impact. Our goal is to mobilize collective action against child hunger and inspire a movement that fosters a brighter future for the next generation. By uniting under the #FreedomFromHunger banner, we believe we can make a significant difference together.

How does India Gate plan to measure the impact of the ‘Grains of Hope’ initiative on reducing hunger among underprivileged children?

India Gate is dedicated to making measurable strides in the fight against hunger through this ‘Grains of Hope’ initiative. Since its launch on Independence Day, the response has been overwhelmingly positive, with the audience participating via our Newspaper ads, microsite, www.indiagategrainsofhope.com, and digital content, delivering over 220,000+ pledges and engagement.

We are tracking engagement metrics, social media interactions, and direct feedback to assess the campaign’s reach and impact. Our ambition is to sustain this momentum, continuously expanding our efforts and monitoring the tangible outcomes in terms of meals delivered and lives impacted. This data-driven approach ensures that our commitment extends beyond awareness, delivering real results in our mission to end child hunger.

Could you share more details on Olympic winner Manu Bhaker’s involvement and her role in this campaign?

Manu Bhaker embodies the values of dedication, resilience, and national pride – qualities that resonate deeply with the ‘Grains of Hope’ campaign. Her personal belief in every child’s potential aligns perfectly with our mission, making her an ideal ambassador. Manu’s involvement brings authenticity and a powerful voice to the campaign, inspiring our audience to believe in the cause and take action. Her support emphasizes that with the right foundation – like access to nutritious meals – every child has the opportunity to achieve greatness.

What is the message India Gate is trying to convey through the campaign?

Hunger is a harsh reality, and while many of us are eager to help, there often isn’t a clear path or platform to make a tangible difference. ‘Grains of Hope’ serves as a call to action, transforming the goodwill of individuals into impactful efforts that support underprivileged children. The initiative underscores that ending hunger is not a distant dream, but an achievable goal when we come together as a community. Every pledge and every meal served brings us one step closer to a brighter, more equitable future, empowering children to chase their dreams without the weight of hunger holding them back.

What was the creative brief given to Wavemaker and Creativeland Asia?

For India Gate, one of our core elements of value is “humane” – emphasizing on compassion and benevolence towards people and society – and hence, we teamed up with our agency partners, Wavemaker and Creativeland Asia to design and amplify a heart-tugging campaign for our ‘Freedom from Hunger’ movement under the ‘Grains of Hope’ initiative.

Our goal was to create an engaging platform where consumers could easily pledge their support, thus driving meaningful participation. The media strategy was comprehensive, leveraging digital, print, and influencer collaborations, including the impactful partnership with Manu Bhaker, to maximize reach and inspire action. The campaign’s success lies not only in its wide reach but also in its ability to move people to join the fight against hunger.

How is India Gate leveraging digital media, AI, and technology to promote the campaign? What is the campaign's marketing/ media mix strategy and who is the TG for it?

India Gate has adopted a digitally-led, data-driven approach to maximize the reach of ‘Grains of Hope’. By integrating AI-driven insights and hyper-targeted media strategies, we effectively engaged our target audience – consumers who resonate with the cause of ending hunger. Our campaign combined the reach of mega and micro-influencers, a dedicated microsite for pledges, and a strong social media presence, including engaging DVCs and participatory content.

We utilized digital platforms not just for awareness, but as an active engagement tool, counting every like, comment, and share as a pledge. This inclusive approach allowed consumers to feel part of the movement, amplifying our message and impact.

What specific actions are being encouraged under the #FreedomFromHunger movement, and how can the public get involved?

For our ‘Grains of Hope’ campaign, we have crafted a heart-warming digital film that follows the journey of an underprivileged child. Through it, we capture the profound joy and hope she experiences upon receiving a nourishing meal, a moment that ignites her strength and confidence to pursue her dreams and envision a brighter future.

This film has been promoted across our social media platforms, including Instagram, Facebook, and YouTube. Additionally, impactful print ads were released on Independence Day to capture consumer attention and drive engagement. Both the DVC and print ads encouraged consumers to take the #FreedomFromHunger pledge in support of the cause.

We also collaborated with radio jockeys (RJs) from major radio channels, who shared our message with their unique touch, further amplifying our reach. Furthermore, we engaged with consumers at prominent malls in cities like Delhi, Mumbai, and Bengaluru, where we observed significant support and enthusiasm for the campaign.

We encourage everyone to visit our microsite or social handles and show their solidarity for the initiative. This will help us scale the effort to fight for a hunger-less tomorrow.

How does India Gate plan to ensure the sustainability of this initiative beyond the initial campaign?

‘Grains of Hope’ is not just a campaign – it is a long-term commitment. India Gate aims to sustain this initiative by fostering ongoing engagement with consumers and stakeholders, creating a sense of shared responsibility.

We are currently planning for on-pack integrations so every purchase will benefit consumers and society alike. We will continue to invest in meaningful partnerships and initiatives that reinforce our mission to end child hunger, ensuring that the momentum of ‘Grains of Hope’ is carried forward well beyond the campaign’s initial phase.

Are there any partnerships or collaborations planned with other organizations or NGOs to expand the reach of ‘Grains of Hope’?

We have partnered with a network of non-profit organizations that share our unwavering commitment to ending hunger and driving positive societal impact. These collaborations are built on shared values and a collective dedication to making a difference.

One of our key ongoing initiatives includes a community kitchen at our Ghaziabad plant, which plays a crucial role in supporting underprivileged children in the area. This kitchen serves as a vital resource, providing approximately 15,000 meals daily – ensuring that thousands of children receive the nourishment they need to thrive.

What does India Gate aim to achieve through the campaign ‘Grains of Hope’?

‘Grains of Hope’ aims to fight the persisting problem of child hunger and thereby help them unlock the potential within. We envision a future where no child goes to bed hungry and where the youth of India have the nourishment they need to pursue their dreams. By empowering children with access to nutritious meals, we are laying the foundation for a stronger, more prosperous nation.

What are the plans of India Gate for the festive season and H2? What is its festive marketing strategy?

For the upcoming festive season and the second half of the year (H2), India Gate has an exciting line-up of initiatives. Building upon the success of our ‘Basmati Rice Se No Compromise’ campaign, we’re expanding our regional marketing efforts. This includes launching the next phase of our HSM campaign and furthering our connection in the West and South markets.

These initiatives will seamlessly align with the festive spirit, creating a memorable and engaging experience for our consumers.

How has the performance of India Gate in 2024 and what are the growth targets/ focus areas for 2025?

Over the past three years, India Gate has achieved a robust CAGR of 22%, with our India business reaching a top line of approximately Rs 4,000 crore in the last financial year. 2024 has been a standout year, driven by strong growth across all channels – General Trade, Modern Trade, and E-commerce – and increased brand recognition among consumers. Looking ahead to 2025, our focus is on sustaining this momentum by expanding our product portfolio with regional rice offerings and adjacent categories, including the recent launch of our biryani masalas. Our goal is to establish India Gate as the preferred brand for kitchen staples, solidifying our market leadership and delivering even greater value to our consumers.

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