Important to create consumer pull in categories seen as undifferentiated: KRBL head Ayush Gupta

KRBL Ltd, known for its India Gate brand basmati rice, is changing its packaging for all product ranges. This move is driven by increasing sales through quick commerce platforms. The new packaging aims to enhance consumer appeal as e-commerce becomes more prominent. The domestic basmati market saw a 20% growth last year but is expected to moderate.
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