GRM Overseas Limited (NSE: GRMOVER, BSE: 531449) signed Bollywood superstar Salman Khan as brand ambassador for its 10X range of basmati rice and 10X Shakti wheat flour (atta) in August 2024. The partnership puts one of India's most recognized faces behind GRM's flagship consumer brand as the company scales its domestic FMCG business alongside five decades of basmati exports.
"We found Salman's mass appeal and fanbase to be a perfect match for our 10X brand range," said Atul Garg, Managing Director, GRM Overseas. Khan said the partnership reflects a shared belief in quality and authenticity in everyday food choices.
Why Salman Khan fits 10X
10X sells packaged staples — basmati rice, chakki-fresh atta, besan, semolina and more — to households from metros to tier-2 and tier-3 towns. Khan's reach spans exactly those geographies, giving a young consumer brand instant nationwide recognition in a category where trust decides purchase.
Campaigns so far
- "Better Half Ki Better Choice" (March 2025) — launch campaign for 10X Classic Chakki Fresh Atta across Hindi news channels, print, digital and outdoor.
- "#RishtaMubarak" (April 2025) — campaign for 10X Zarda King, GRM's premium basmati line for festive and wedding occasions.
About GRM Overseas
Founded in 1974, GRM Overseas Limited is a listed Indian basmati exporter and FMCG company shipping to 65+ countries from three processing plants at Panipat and Naultha (Haryana) and Kandla/Gandhidham (Gujarat), with a combined annual capacity of over 440,800 MT. The company sells under the 10X, Himalaya River and Tanoush brands and supplies private-label basmati to global retailers.
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