Bollywood star Salman Khan becomes GRM’s overseas brand ambassador

Established in 1974, GRM Overseas exports premium quality Basmati rice to over 42 countries and has expanded from a rice manufacturing and trading company to a consumer staples organization.

GRM Overseas, a leading exporter of basmati rice, has roped in Bollywood superstar Salman Khan as its brand ambassador. The company hopes Khan’s huge fan base will boost sales of its 10X brand basmati rice and 10x Shakti brand wheat flour. Managing director Atul Garg said Khan’s image perfectly matches the brand’s ethos.

“I am delighted to be working with GRM, a brand that shares my belief in the importance of quality and authenticity,” Khan said in a statement. The partnership aims to leverage Khan’s iconic status to strengthen GRM’s brand presence and connect with consumers around the world, the company said.

Founded in 1974, GRM Overseas exports premium basmati rice to more than 42 countries and has grown from a rice manufacturing and trading company to a consumer products organization. The company said it plans to use Khan’s influence to inspire consumers to make healthier food choices and join movements focused on sustainability and empowerment.

GRM Overseas is listed on the National Stock Exchange and the Bombay Stock Exchange.

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