New Delhi : KRBL Limited, a global leader in the food industry and the parent company of the World’s No.1 basmati rice brand, has further strengthened its India Gate portfolio in the staples category with its latest Poha launch. The new addition to the India Gate portfolio is a significant step in KRBL’s journey to become staples partner for Indian households.
Building on its strong legacy of quality, trust, and widespread consumer preference, India Gate aims to redefine the everyday poha experience with a product that blends superior sourcing, hygiene, and convenience. The poha category in India is a massive 2 million MT market, of which only 2.2 lakh MT is currently branded. Recognizing this headroom, the launch aligns with the brand’s larger ambition to expand beyond rice and cater to evolving consumer needs across staple categories. With this launch, India Gate continues to strengthen its position as a trusted kitchen staple provider- bringing “Great Taste, Always” to more everyday meals.
Commenting on the launch, Ayush Gupta, Head Domestic Division, KRBL Ltd. said, “India Gate has long been a part of consumers’ daily meals through a range of offerings. Poha is one of India’s most beloved breakfast staples yet the category has remained largely commoditised. With the introduction of India Gate Poha, we are extending the same trust and value that India Gate commands in the Basmati rice segment, while embracing the essence of togetherness and celebrating life’s most precious moments with loved ones. Our focus remains on delivering dependable quality and convenience while staying true to the familiar taste that consumers value.”
India Gate Poha is sourced from the well-known Gurjari rice-growing regions of South Gujarat, including Navsari and Valsad. Borrowing their expertise and equity in the rice category, India Gate Poha will also be made from carefully selected, high-quality rice, the grains are processed to create thick, uniform flakes that retain their structure, ensuring a superior cooking and eating experience. India Gate Poha also claims to have relatively more whole flakes which are ready to cook in 1 wash only, reducing efforts in the kitchen and also promising a better taste experience. It is high in fiber making it a healthy choice for everyday meals.
India Gate Poha will initially be available through General Trade and standalone Modern Trade outlets during the launch phase, with plans to expand into other organised retail channels subsequently. The product will be introduced in a 500g pack, with extensions into Indori Poha and other variants planned in the near future.
