KRBL Limited looks to turn flavour into a branded play as it expands beyond rice
After over two decades of dominating India’s basmati rice market, India Gate is expanding into the spices segment, launching a strategic push into biryani masalas to drive the next phase of growth.
Backed by parent company KRBL Limited, which commands over 40% share in packaged basmati rice, the move signals a shift from being a single-category leader to a broader food brand. The company is targeting higher-margin adjacencies, with the Indian spices and masala market estimated at over ₹2 lakh crore and projected to grow steadily over the next decade.
According to Kunal Sharma, Vice President – Marketing & Organised Trade at KRBL, the entry into biryani masala is a natural extension of the brand’s core offering. He noted that rising demand for authentic, ready-to-cook products among urban consumers makes the category an attractive opportunity.
Launched around two years ago, India Gate’s biryani masala range was initially rolled out عبر modern trade and e-commerce platforms to test consumer response. Following positive traction, the company is now scaling distribution into general trade, particularly across metro markets such as Delhi, Mumbai and Bengaluru.
The brand had begun investing in marketing, launching a 360-degree digital campaign during Ramadan—a peak consumption period for biryani. The campaign leveraged quick commerce platforms such as Zepto and Blinkit, alongside influencer-led promotions and outdoor activations.
Currently, the product’s distribution mix stands at roughly 40% online and 60% offline, with modern trade leading physical retail. Quick commerce is also helping the brand penetrate smaller towns like Raebareli, expanding access to specialised biryani ingredients beyond metros.
Operating in a competitive segment dominated by brands such as Everest Spices, MDH, Suhana and Shan Foods, India Gate is positioning itself on authenticity and taste rather than convenience alone. Unlike rivals offering bundled rice-and-masala kits, the company is focusing solely on masalas, betting that most households already have rice and are seeking flavour differentiation.
Looking ahead, KRBL plans to expand its ready-to-cook portfolio, with new variants in the pipeline. The company is also leveraging digital content and OTT integrations, including associations with shows like Laughter Chef, to build consumer engagement and brand recall.
The move underscores a broader shift in India’s food industry, where legacy commodity players are increasingly building branded ecosystems around taste, convenience, and regional authenticity.