GRM Overseas Limited, a leading FMCG company in India, has unveiled an innovative marketing campaign for its 10X Classic Chakki Fresh Atta, featuring Bollywood superstar Salman Khan as the brand ambassador. The campaign, titled “Better Half Ki Better Choice,” aims to encourage consumers to shift towards hygienic, high-quality packaged wheat flour over traditional unpackaged options.

Salman Khan’s Role in the 10 Ka Dum Campaign

As part of this campaign, Salman Khan brings his star power and mass appeal to position 10X Classic Chakki Fresh Atta as a trusted household brand. The campaign tagline “10 Ka Dum” emphasizes the product’s superior quality, purity, and health benefits.

Speaking about the campaign, Atul Garg, Managing Director of GRM Overseas, stated:

“We are excited to launch this ambitious campaign with Salman Khan. Our goal is to encourage consumers to make informed choices by opting for superior-quality, hygienic, and nutritious branded packaged products.”

Branded Atta Market Growth and Consumer Trends

India’s packaged wheat flour market is witnessing strong growth, driven by factors such as:

• Urbanization and rising middle-class income
• Increased consumer awareness about food hygiene and quality
• Convenience and trust in branded staples

Industry reports estimate that India’s packaged atta market will grow at a 16% CAGR, reaching $197 billion by 2030. With this campaign, GRM Overseas aims to strengthen its position in this rapidly expanding market.

Marketing Strategy and Nationwide Reach

The campaign will have a multi-channel rollout, including:

• TV commercials on leading Hindi news channels
• Digital promotions and social media campaigns
• Print advertisements in newspapers and magazines
• Outdoor hoardings and cinema ads for maximum visibility

About GRM Overseas and Its Expansion Plans

Founded in 1974, GRM Overseas has evolved from a rice processing company into a leading FMCG brand. The company has a strong presence in international markets, exporting rice to 42 countries, and is now expanding its packaged staples portfolio.

GRM sells its products under brands like 10X, Himalaya River, and Tanoush and has successfully placed them in major retail stores in India and abroad. The company operates three rice processing units in Haryana and Gujarat and has a warehousing facility near key ports for faster distribution

GRM Overseas’ collaboration with Salman Khan for 10X Classic Chakki Fresh Atta marks a major milestone in the company’s growth. With a rising demand for packaged staples and a strong brand ambassador, GRM is well-positioned to capture a significant share of India’s fast-growing branded atta market.

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