KRBL extends India Gate beyond basmati with poha launch, staples roadmap takes shape
KRBL has rolled out poha under its India Gate brand in Delhi-NCR, UP and Punjab, starting at 100 tonnes/month and targeting 200 tonnes as MP and Chhattisgarh come online. The move chips at a 2 mt poha market that is only 10% packaged. Vermicelli and makhana follow in a 3-5 year staples push to dilute 95% basmati revenue concentration.
KRBL launches India Gate poha in Delhi-NCR, UP and Punjab, marking entry into staples beyond basmati. Targets 100 tonnes/month initially, scaling to 200 tonnes with MP/Chhattisgarh expansion. Vermicelli, makhana next in 3-5 year staples roadmap.
Why this matters
KRBL is using India Gate's basmati equity to enter adjacent staples, attacking an unbranded poha category while reducing single-category exposure that has long defined the business.
Retail-brand signals steady at 1,846 over the past 90 days.
Also reported by
- The Hindu BusinessLine — Same time