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Extensive Marketing Strategy of KRBL – With Detailed Overview

by | Case Studies | 0 comments

In a previous article, we learned about the detailed Marketing Strategy of IT Foods. In this blog, we are going to elaborate on the marketing strategy of KRBL – the World’s Largest Rice Millers.

The objective is to learn and gain insights into KRBL and how it became the world’s largest rice mill. KRBL aims to become the oldest and largest rice mill industry in India. 

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of KRBL by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence. 

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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.

Quick Stats on KRBL
CEO Anil Kumar Mittal
CMO Priyanka Mittal
Area Served Worldwide
Industry Food
Market Share/ Revenue 4,041 crore
Vision To preserve and enrich the legacy of basmati in India by ensuring the genetic integrity of the seed, by encouraging farmers to adopt scientific agricultural practices and by leveraging world-class rice processing technologies, so as to emerge as the industry benchmark for product quality and customer service.
Tagline We promise the joy ride of your daily favourite dishes is not gonna end if you choose us!

 

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 

Marketing Strategy of KRBL - Campaign 1

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

Marketing Strategy of KRBL - Campaign 2

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

Marketing Strategy of KRBL - Campaign 3

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, 

Marketing Strategy of KRBL - SEO

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.

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What’s unique about KRBL Marketing Strategy?

The strategies mentioned above are some of how KRBL Ltd. aims to increase its online presence and create brand awareness. The company uses various social media platforms, such as Facebook, Twitter, and YouTube, to promote its products and services. Facebook is the main channel through which the company creates brand awareness and establishes communication with customers.

Overall, the marketing strategy of KRBL is good. Marketing is one of the pillars of any business, and currently, this pillar goes through rapid change. With the increasing importance of digital marketing, learning about the growing field is a crucial step. 

Digital Marketing is extremely important in today’s age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of KRBL has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of KRBL, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of KRBL, and do share your thoughts on this case study of the marketing strategy of KRBL in the comments section below.

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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