Case Study: India Gate Classic
India Gate Classic
The pack that kick-started a brand!

In the highly fragmented rice market, India Gate Classic escaped the commodity trap through its packaging. Evoking old world luxury – the world of Maharajas, horse-drawn carriages and street musicians – stylistically illustrated in oil paint – the pack lent character, class and distinctiveness to the brand. Making the perfect connect between its ‘premium price’ and ‘brand image’.
Since its launch, India Gate Classic pack has shown a high recall and the brand itself has leap-frogged to the top in its category.