Mumbai: GRM Group, a FMCG company, has unveiled its latest campaign, ‘Rishta Mubarak,’ a heartfelt celebration of the relationships that define our lives. The campaign, centered around its premium rice variety, Zarda King, highlights the crucial role food plays in fostering connections and creating moments of joy. Renowned for its superior quality, Zarda King is the perfect choice for traditional Indian dishes such as zarda (a sweet rice dish) and biryani, which are integral to celebrations across the country.
Barun Prabhakar, Chief Marketing Officer of GRM Group, shared, “We Indians believe in celebrating every good occasion with good food, and Zarda King is the ideal product to enhance those celebrations. The ‘Rishta Mubarak’ campaign is all about acknowledging and celebrating the many unsaid relationships that shape our lives. We encourage people to mark the new beginnings of relationships with flavorful dishes made with Zarda King and share the heartfelt message: ‘Rishta Mubarak.’”
Atul Garg, Managing Director of GRM Overseas, also spoke about the campaign, saying, “At GRM Overseas, we believe that the essence of every celebration lies in the details—just like the perfect grain of rice. With ‘Rishta Mubarak,’ we celebrate the bonds that bring us together, making every meal and every moment truly special.”
The campaign includes two emotional narratives that capture the beauty of unspoken relationships, illustrating how shared meals made with Zarda King create opportunities to celebrate special moments. It also emphasizes the cultural significance of dishes like zarda and biryani, which are central to Indian festivities and family gatherings.
Zarda King stands out for its exceptional quality, offering unbreakable grains, a delightful aroma, and the ability to elevate any dish. Whether it’s a festive occasion, a wedding feast, or an intimate family gathering, Zarda King ensures that every culinary experience becomes a cherished memory.
As a leader in the FMCG space, GRM Group continues its legacy of delivering excellence with its premium rice portfolio under the 10x brand. With an unwavering commitment to quality and innovation, the company has become a trusted name for families across India.
