Extensive Marketing Strategy of KRBL – With Detailed Overview

About Company,

KRBL is the world’s largest producer of basmati rice, with fully integrated activities in every area of the basmati value chain, from seed development through paddy procurement, storage, processing, packaging, and marketing. In both local and foreign markets, KRBL’s major brand is India Gate. Its power plants are spread throughout seven Indian states. The firm sells its goods to 82 countries and is the market leader in the branded section of the key Basmati eating areas. KRBL’s extensive retail presence across all sizes and price ranges allows it to appeal to customers of all ages and geographies, making it the most aspirational Basmati Rice brand.

KRBL was established in 1889 in Lyallpur, Punjab by two brothers Khushi Ram and Behari Lal the company name is an acronym of their names. Originally it was set up as a cotton-spinning business, it also had business interests in edible oil, wheat and rice.

KRBL for the first time stepped out to start rice export on its own in 1985, having gained a name and a position among the leaders of rice. KRBL built the country’s largest and most modern basmati processing factory exclusively for export in Greater Noida, Uttar Pradesh, in 1992. The firm was registered as a public listed company on March 30th, 1993, and received a certificate of initiation of operation from the Registrar of companies. In 1996, the Director-General of Foreign Trade of the Indian government recognised KRBL as a Super Star Trading House for its growing export performance.

Marketing Strategy of KRBL LTD.

Let’s learn about the marketing strategy of KRBL! And how KRBL carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

Segmentation – The company has a strong brand name among consumers, by offering a wide variety of high-quality products at affordable prices.

Targeting – The company focuses on delivering products to customers in a fast and efficient manner, by utilizing a comprehensive network of delivery partners.

Positioning – The company aims to become the first choice of consumers for a wide variety of products including different types of rice. 

Marketing Campaigns of KRBL 

#ClassicImpressions 

KRBL conducted a contest on Diwali where you have to post a picture of the classic dish and tag it to win a hamper. The #ClassicImpressions hashtags should be used. Many people showed interest in this contest. 

#EverySacrificeMatters

KRBL Ltd started another campaign in which they used the tagline #EverySacrificeMatters. This campaign got popular and hit 8k views. This commercial advertising aims to retain the strong brand positioning in the Indian market. This advertising campaign shows the emotional relationship between the army in the field and their wife living in the home. How they both sacrifice a little for each other. 

#IndiaKiPuraaniAadat

In 2017 KRBL Ltd started another campaign in which they used the tagline #IndiaKiPuraaniAadat. This campaign got popular and hit 186k views. This commercial advertising aims to retain the strong brand positioning in the Indian market. This advertising campaign shows the couples bonding with the food made by India gate rice. 

Social Media Marketing

Twitter: India gate rice mena 
Facebook: India gate foods
LinkedIn: Krbl Limited 
Instagram: Indiagatefoods 

The marketing strategy of KRBL is social media marketing as well. The company is present on all social media platforms like Instagram (10.7k followers), Facebook (206k followers), Twitter (284), Linkedin (6.2k) and youtube (8.5k)

As you can see, the most active and followed account of KRBL is on Facebook. The content of the company ranges from promotional to informational. In totality, KRBL has a well-maintained account but the content posting is not frequent on many platforms which justifies the less reach resulting in less engagement on these platforms.

SEO Strategies, 

To put it another way, good SEO boosts your online presence. This means that as more people visit your website, the more online traffic you’ll have and the more probable you’ll be able to offer your product or service to a broader audience.

It has over 2K organic keywords in total, which is good work by the KRBL SEO team. The site also has organic monthly traffic of around 14k plus viewers, which is ideal for an organization like KRBL to showcase its mission and vision to its customers.

E-commerce Strategy

KRBL really do not have any eCommerce strategy but their India Gate basmati rice variety of products are available on various e-commerce sites and grocery selling apps like Amazon, Flipkart, Blinkit, and Zepto and many more. The brand India Gate by KRBl products gets enormous purchases from these e-commerce stores.

Talking about the parent company of India Gate i.e. KRBL does have ample information on their website and various offices of their, through which a potential client can reach out to them for any business-related inquiry.

Influencer Marketing

Users can discover more about your company, your narrative, and the products or services you offer by following you on social media. The function of influencers in enhancing brand recognition is one of the most evident benefits of social media marketing. The influences for KRBL include Alygoni, Hina Khan, Maheep Kapoor and some of the reality show stars.

Content Marketing Strategies

Content Marketing is yet another important aspect of a good marketing strategy. Content marketing is a very important and effective aspect but KRBL has been relatively less active in this section than others in the area of posting different articles and newsletters on their website. 

This ends our elaborative marketing strategy of KRBL. Let us conclude our learning below from the marketing strategy of KRBL.