In a category long dominated by visual sameness and price-led decisions, India Gate’s new & bold look shifted the narrative – from unclear, transactional buying to an intuitive, brand experience through our brand idea Empowering India’s Rice Habits’.

This was not just a packaging revamp, but a complete reimagining of how 1.4 billion people connect with the most sacred grain on their plate.

Category insight:
Buying rice, despite being a staple in nearly every Indian kitchen, remains a curiously confusing ritual. Faced with supermarket aisles overflowing with options, consumers often feel overwhelmed, defaulting to familiar crutches — price, habit, or anecdotal advice. India Gate, pioneers of fine Basmati, recognised this gap between consumer need and purchase behaviour — and saw in it both a challenge and an opportunity.

Strategy & Design
The crucial pivot? A shift from product attributes to consumer mindset. Instead of overwhelming the shopper with granular specifications, the new packaging starts with the individual: who they are, what they’re cooking, and why.

Every variant in the new range is built around a specific intent. Whether it’s cooking for guests, prepping weekday meals, or seeking value without compromise — there’s a pack that speaks directly to that need.

To bring this to life, the brand created relatable, slice-of-life stories rooted in real consumer mindsets. This led to the creation of four distinct ranges: The Perfectionist, The Quality Seeker, The Taste Champion, and The Smart Shopper. The illustrative packaging style is a contemporary take on Indian folk art — a fusion of tradition and modernity that reflects India Gate’s rich heritage while staying culturally relevant today. A vibrant, expressive colour palette paired with the brand’s signature white breathes new life into the often-forgotten staples category.

The updated logo retains the brand’s iconic DNA, but with thoughtful refinements — aligning India Gate with current design sensibilities and improving flexibility across digital, print, and motion.

A system built to flex – This wasn’t just a re-packaging exercise. It was a strategic reimagination of how a heritage brand can meaningfully connect with today’s consumer. Scalable and consistent across retail and digital, the new identity system reinforces India Gate’s leadership — not through market dominance, but through a richer understanding of rice lovers, expressed through joyful, purposeful storytelling.

Result:
According to Brand Health Study – Mar’25, 93% consumers found the new packaging is visually appealing, and 95% agreed that the information provided is useful and relevant, aiding decision-making.

The new packaging boosted India Gate’s market share by 440 bps, increased Top-of-Mind awareness, and enhanced perceptions of the brand as more attractive, innovative, and transparent.