Salman Khan named brand ambassador for 10X Zarda King rice 

GRM Overseas Limited announced today that Bollywood actor Salman Khan has been appointed as the brand ambassador for their premium basmati rice brand, 10X Zarda King. The company launched a new advertising campaign titled “#RishtaMubarak” featuring Khan to promote their rice products, particularly for biryani preparations.

The shares of GRM Overseas Limited were trading flat at ₹282.80 on the NSE today at 12.05 pm.

The campaign highlights the role food plays in building relationships and celebrates how dishes like biryani bring people together. According to Atul Garg, Managing Director of GRM Overseas, Khan’s widespread appeal and connection with Indian families aligns with the brand’s values of tradition and celebration.

“Salman Khan represents much more than his cinematic success; he embodies a sense of familiarity, trust, and strong relationships – principles that resonate with the essence of Zarda King,” said Garg in the press release.

10X Zarda King has established a market presence in Uttar Pradesh, Delhi-NCR, Haryana, Rajasthan, and Jammu & Kashmir, targeting chefs, wedding caterers, and biryani outlets. The brand highlights its non-sticky texture, unbreakable grains, and natural aroma as key selling points.

GRM Overseas, founded in 1974, has grown from a rice processing company to a consumer staples organisation with three processing units capable of producing 440,800 MT annually. The company exports rice to 42 countries and sells products under several brands including “10X,” “Himalaya River,” and “Tanoush.”