New Delhi — Zeeba, the flagship consumer brand of Supple Tek Industries Pvt. Ltd., has announced Michelin-starred chef and author Vikas Khanna as its global brand ambassador. The partnership aligns with the brand's new marketing campaign titled 'Aisa Basmati Nahi Dekha' and a refreshed packaging design.
Supple Tek Industries states it has operated as a large exporter of Basmati rice, distributing products across more than 93 countries. With the domestic launch, the company aims to bring its internationally distributed quality standards directly to Indian households. Both the brand and Chef Vikas Khanna share roots in Amritsar, providing a localized narrative for the nationwide rollout.
Ramneek Singh, Chairman of Supple Tek Industries Pvt. Ltd., noted that the company has maintained its export operations for over a decade. According to Singh, the updated packaging is intended to establish a contemporary identity while reflecting the consistency and authenticity of the product for domestic consumers.
Chef Vikas Khanna spoke on the association, stating that the collaboration connects his background in Amritsar with a product focused on culinary heritage. He highlighted that the campaign emphasizes making export-standard rice accessible for everyday cooking in Indian homes.
Maximus Collabs served as the agency behind the launch campaign and packaging revamp. Manisha Singh, Director at Maximus Collabs, stated that the campaign's core proposition emerged from observing the product's quality benchmarks over a decade of working within the Basmati category.
The rollout will span digital, retail, and consumer touchpoints across India. Zeeba continues to position its portfolio around sourcing, natural aging, and processing standards aimed at regional culinary applications, ranging from North Indian curries to South Indian biryani.
"Establishing a strong domestic presence after achieving success in international markets is a strategic move for established exporters. By partnering with a globally recognized culinary figure who shares regional roots with the brand, Zeeba is effectively leveraging cultural resonance to build consumer trust during its nationwide expansion. Rebranding and updating packaging also help create a distinct shelf identity in a competitive consumer goods market." — Dr. Shishir Gupta, Founder & CEO, StartupLanes
