GRM Overseas Limited has officially announced Bollywood megastar Salman Khan as the brand ambassador for its premium Basmati rice product, 10X Zarda King. The collaboration is part of a newly launched #RishtaMubarak campaign, which aims to strengthen the brand’s emotional connect with Indian families through shared culinary traditions.
The campaign highlights the central role of food in fostering relationships and cultural celebrations, with the Zarda King variant being portrayed as the ideal choice for iconic Indian dishes like biryani and zarda. Known for its unbreakable grains, rich aroma, and non-sticky texture, 10X Zarda King has gained popularity among chefs, caterers, and home cooks, especially in regions like Uttar Pradesh, Delhi-NCR, Haryana, Rajasthan, and Jammu & Kashmir.
Atul Garg, Managing Director of GRM Overseas, noted that Salman Khan’s mass appeal and cultural relevance, particularly in North India, align seamlessly with the brand’s values of tradition, trust, and unity.
GRM, originally a rice trading house, now operates as a consumer staples company with a global footprint in 42 countries. It markets products under brands such as 10X, Himalaya River, and Tanoush, and operates major processing units in Haryana and Gujarat. Through this campaign, GRM aims to expand its direct reach to consumers while strengthening its brand presence across domestic and international markets.
