GRM Overseas Limited (GRM), a leading player in India’s FMCG sector, has announced the launch of a high-impact campaign for its flagship wheat flour product, 10X Classic Chakki Fresh Atta, featuring newly appointed brand ambassador and Bollywood icon Salman Khan.
The campaign aims to drive a major shift in consumer behavior by encouraging the transition from traditional, unpackaged atta to branded, hygienic, and nutrient-rich packaged wheat flour. As part of its vision to promote healthier lifestyles, GRM is focused on delivering pure, unadulterated, and consistent-quality wheat flour to households across India.
“We are excited to launch this ambitious campaign with the support of our new brand ambassador, Salman Khan,” said Mr. Atul Garg, Managing Director, GRM Overseas Limited. “As one of India’s trusted FMCG companies, we understand the critical role of innovation and quality in shaping the packaged staples market.”
Highlighting the strategic intent of the campaign, Mr. Garg added, “This initiative is about more than just a product – it’s about fostering a lifestyle centered on health, hygiene, and informed consumer choices. With Salman Khan as the face of the campaign, we’re confident that our brand’s mass appeal will reach new heights.”
The Indian packaged atta market is on an impressive growth trajectory, expected to expand at a CAGR of 16% to reach $197 billion by 2030, driven by urbanization, a growing middle-class demographic, and increasing demand for convenience and health-focused products.
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