New Delhi, October 19, 2026: India Gate Basmati Rice, the flagship brand of KRBL Limited, has launched a digital campaign celebrating Bengal’s rich cultural heritage and the spirit of Durga Puja. Inspired by the region’s artistic and devotional traditions, the campaign brings the Chalchitra, the traditional semi-circular backdrop framing Goddess Durga and her divine children, to life through an artistic interpretation crafted using coloured rice. At the heart of this creation is India Gate’s Gobindobhog rice, a variety deeply rooted in Bengal’s culinary heritage, which lends a distinctive touch to this celebration of the region’s cultural legacy.
The Chalchitra holds a special place in Bengal’s traditional art, serving as a visual canvas depicting mythological narratives, sacred legends and representations of the Nabadurga. While contemporary Durga Puja celebrations increasingly feature elaborate pandal designs and large-scale installations, the campaign seeks to revive the Chalchitra, an often-overlooked art form that was once integral to Bengal’s artistic heritage but has gradually receded from the mainstream, bringing renewed attention to its cultural significance and the importance of preserving this rich artistic legacy.
Bringing together the artistry of Bengal and the cultural grandeur of Durga Puja, the campaign is led by three artists- Debangshu Moulik, Joyeeta and Sayan—have reinterpreted the Chalchitra using India Gate Gobindobhog rice into their creations. With its distinctive aroma and cultural relevance in Bengali cuisine, Gobindobhog rice serves as the hero ingredient in the artistic process. By bringing rice into the creation of a traditional devotional art form, India Gate aims to celebrate the deep-rooted connection between food, art, rituals and cultural identity during Durga Puja. The campaign also spotlights India Gate’s new Gobindobhog Rice packaging, inspired by the cultural heritage and culinary traditions of West Bengal, reflecting the brand’s commitment to celebrating regional authenticity.
Commenting on the campaign, Kunal Sharma, Vice President – Marketing and Organised Trade, KRBL Limited, said, “At India Gate, we believe that meaningful brand connections are built by understanding and celebrating Indian values that are inherently attached to these festivals. Rice is an integral part of every bhog during Durga Pujo, making Gobindobhog rice a natural choice to take centre stage in this initiative. With the new redesigned packaging, it will
help consumers make informed decisions while purchasing branded packaged products. Through this campaign, we want to honour the artisans who keep this tradition alive and showcase how our grain can go beyond filling a plate to become an integral part of Bengal’s cultural heritage.”
With this initiative, India Gate seeks to build a deeper connection with Bengal by celebrating the cultural nuances, traditions and rituals that make Pujo deeply personal to the region. By reinterpreting the traditional Chalchitra, the campaign reflects an understanding of the artistry, symbolism and devotion intrinsic to Bengal’s festive heritage. Extending the campaign beyond the film, India Gate introduced an Instagram ‘Add Yours’ template, receiving photos in huge numbers from people across cities, capturing and sharing the Chalchitra at the pandals they visited, bringing the traditional art form into a wider, shared celebration of Pujo. Through these efforts, the brand seeks to honour the emotions, cherished customs and collective experiences that define the festival, reflecting its appreciation of Bengal’s culture in all its richness and authenticity.
About KRBL Limited
KRBL Ltd. (NSE: KRBL, BSE: 530813) is a global leader in premium Basmati rice and consumer food products, with a legacy spanning 135 years. Its products are enjoyed by consumers across more than 90 countries and six continents. As a fully integrated business, KRBL operates across the value chain, from seed development and contract farming to processing, ageing, packaging and retail distribution, ensuring high standards of quality at every stage. What began as a family-run business has evolved into a global food company, with its flagship brand, India Gate, recognised as the world’s No. 1 Basmati rice brand. Its diverse portfolio comprises 14 brands offering products across categories, including regional rice varieties, biryani masalas, edible oils, brown rice, quinoa, chia seeds and flax seeds. As the world’s largest rice miller, KRBL remains committed to sustainability and responsible business practices, with a focus on environmental stewardship and the well-being of the communities it serves.
