Buying rice, despite being a staple in nearly every Indian kitchen, remains a curiously confusing ritual. Faced with supermarket aisles overflowing with options, consumers often feel overwhelmed, defaulting to familiar crutches — price, habit, or anecdotal advice. India Gate, pioneers of fine Basmati, recognised this gap between consumer need and purchase behaviour, and saw in it both a challenge and an opportunity.
Through meticulous research and deep analysis, the real issue came into focus: it wasn’t a lack of consumer feedback, but a dearth of selection tool. Consumers had clear aspirations — the perfect fluffy texture for a biryani, the dependable consistency for everyday meals — but packaging had long reduced the shopping experience to just price points and not purpose, making it mundane and uninspiring.
In partnership with brand and design consultancy Landor, India Gate embarked on a two-year journey to decode how consumers actually choose rice. This was far more than a standard refresh. After months of rigorous research, scores of consumer interviews, and close collaboration between teams, a new system was developed — one that simplifies navigation and decision-making in the aisle.
The crucial pivot? A shift from product attributes to consumer mindset. Instead of overwhelming the shopper with granular specifications, the new packaging starts with the individual: who they are, what they’re cooking, and why.
Every variant in the new range is built around a specific intent. Whether it’s cooking for guests, prepping weekday meals, or seeking value without compromise, there’s a pack that speaks directly to that need.
To bring this to life, the brand created relatable, slice-of-life stories rooted in real consumer mindsets. This led to the creation of four distinct ranges: The Perfectionist, The Quality Seeker, The Taste Champion, and The Smart Shopper. The illustrative packaging style is a contemporary take on Indian folk art — a fusion of tradition and modernity that reflects India Gate’s rich heritage while staying culturally relevant today. A vibrant, expressive colour palette paired with the brand’s signature white breathes new life into the often-forgotten staples category.
The updated logo retains the brand’s iconic DNA, but with thoughtful refinements — aligning India Gate with current design sensibilities and improving flexibility across digital, print, and motion.
The new India Gate identity isn’t just about shelf appeal — it’s designed to actively guide consumers to choose better. Clear range descriptors, visible benefits, and intuitive visual cues take the guesswork out of shopping, helping the brand rise above category clutter with both clarity and charm.
Bringing the packaging truly to life, Landor embedded scannable AR (augmented reality) experiences into every design, unlocking a new dimension of engagement. Packs become storytellers, educators, and enablers — all in the hands of the consumer.
This wasn’t just a re-packaging exercise. It was a strategic reimagination of how a heritage brand can meaningfully connect with today’s consumer. Scalable and consistent across retail and digital, the new identity system reinforces India Gate’s leadership — not through market dominance, but through a richer understanding of rice lovers, expressed through joyful, purposeful storytelling.
