Salman Khan Partners With GRM Overseas, Elevating Basmati Rice Brand Appeal

Bollywood actor Salman Khan has been named the brand ambassador for GRM Overseas' basmati rice and wheat flour products, the company announced on Wednesday.

"I'm excited to partner with GRM, a brand that shares my belief in the importance of quality and authenticity," Khan stated.

GRM Overseas Managing Director Atul Garg mentioned that Khan's widespread popularity aligns well with their 10X brand range of basmati rice and 10x Shakti range of wheat flour. The partnership aims to leverage Khan's iconic status to strengthen GRM's brand presence and connect with consumers globally, the company said.

The company plans to use Khan's influence to inspire consumers to make healthier food choices and join a movement prioritising sustainability and empowerment.

Founded in 1974, GRM Overseas exports premium basmati rice to over 42 countries. It has grown from a rice manufacturing and trading house into a consumer staples organisation. The company is listed on both the National Stock Exchange and Bombay Stock Exchange.

GRM Overseas aims to leverage Salman Khan's mass appeal to enhance its market presence. This collaboration is expected to help the company reach a broader audience and promote its commitment to quality products.

The partnership with Salman Khan is seen as a strategic move by GRM Overseas to strengthen its brand identity and expand its consumer base worldwide.