New Delhi, Jan 24 (PTI) KRBL Ltd. has roped in Bollywood actor Amitabh Bachchan as the brand ambassador for its 'India Gate' brand of basmati rice, the company said in a statement on Friday.

Bachchan's association with 'India Gate' marks a significant milestone in the brand's journey to strengthen its connection with consumers and reaffirm its position as the global leader in the basmati rice category, it said.

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Ayush Gupta, India Business Head, KRBL Limited, said, "We are honoured to welcome Amitabh Bachchan to the KRBL family. His legendary stature, unwavering integrity and timeless appeal perfectly resonate with our core values and rich heritage."

With his iconic presence, the company aims to deepen its consumer engagement and plans to take the brand's story to every corner of the country and the world, he added.

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Bachchan said, "India Gate basmati rice is not just a brand, it's a legacy that has been a part of Indian households for generations."

KRBL, a publicly listed firm, is one of the world's leading players in the basmati rice category. It also sells other consumer food products.

(The above story is verified and authored by Press Trust of India (PTI) staff. PTI, India’s premier news agency, employs more than 400 journalists and 500 stringers to cover almost every district and small town in India.. The views appearing in the above post do not reflect the opinions of LatestLY)