Mumbai: GRM Group’s 10x Classic Atta has unveiled its latest brand thought, ‘Roti Gol Nahi, Soft Honi Chahiye’, leveraging a familiar kitchen truth to highlight a deeper societal insight — the tendency to value appearance over real substance.
Rooted in everyday Indian households, the campaign draws a parallel between judging rotis by their roundness instead of their softness and nourishment, and how women are often assessed by looks or domestic expectations rather than their education, ambition and aspirations. Through this thought-provoking narrative, 10x reinforces its belief that true worth lies beneath the surface.
Endorsed by Salman Khan as the brand face, 10x Classic Atta continues to build its positioning around quality, nourishment and progressive thinking, while staying closely connected to daily food rituals.
Commenting on the initiative, Atul Garg, Managing Director, GRM Overseas Limited, said, “As a brand that is part of everyday Indian households, we believe our responsibility goes beyond delivering quality products. With 10x’s latest campaign, we want to spark a shift in how value is judged, whether in food or in people, by encouraging substance over surface.”
GRM Group continues its growth journey with a strong focus on sustainable market development and a steady expansion of its product portfolio. The company currently operates brands including 10x, Zarda King and Rage Coffee, with plans to introduce a couple of new brands in the coming months.
Further strengthening its consumer outreach, GRM has also launched its new domestic consumer website, www.grmconsumers.com, as part of its ongoing efforts to deepen engagement across Indian markets. With this campaign, 10x positions itself not just as a food FMCG brand, but as one that mirrors evolving cultural values while remaining rooted in the realities of the Indian kitchen.
