GRM Overseas unveils 10X rebranding with Salman Khan as brand ambassador

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GRM Overseas Limited has unveiled a strategic rebranding of its domestic FMCG brand 10X, featuring Bollywood star Salman Khan as its brand ambassador. The company launched a new packaging design and a CGI-driven video campaign to enhance brand visibility and consumer engagement.

The shares of GRM Overseas Limited were trading at ₹216.74 down by ₹4.43 or 2 per cent on the NSE today at 11.25 am.

The company’s Chief Marketing Officer, Barun Prabhakar, highlighted the significance of the partnership, noting that Salman Khan’s widespread popularity aligns perfectly with the brand’s values. The redesigned packaging aims to improve shelf presence and connect with target customers.

Managing Director Atul Garg expressed confidence in the market’s positive initial reception, stating that the new brand identity sets the stage for significant expansion of the 10X brand. The campaign has already generated considerable digital buzz.

GRM Overseas, established in 1974, has grown from a rice processing trading house to a consumer staples organization. The company exports rice to 42 countries and ranks among India’s top 5 rice exporters, with three processing units and an annual production capacity of 440,800 MT.

The strategic rebranding represents GRM’s ambition to strengthen its domestic and international market position in the competitive FMCG sector.