Widening Horizons     

Published: October 31, 2024
Updated: October 31, 2024

GRM Overseas Ltd.

Expanding global presence through partnership with Supermercados Central Ltda in Chile

GRM Overseas Ltd. (BSE: 531449, NSE: GRMOVER), a renowned Indian exporter of basmati rice and a key player in the FMCG sector, announces a strategic partnership with Supermercados Central Ltda in Chile. This collaboration represents a pivotal moment in GRM’s global expansion efforts, as it introduces its flagship basmati rice brand ‘Tanoush’ to Chilean consumers via Supermercados Central Ltda’s wide reaching distribution network. ‘Tanoush’ will be offered in 1kg and 5kg Packs.

Leveraging Supermercados Central Ltda’s robust distribution network and local expertise, we aim to deepen our penetration in Chile. This collaboration underscores our commitment to expanding our international presence and delivering premium quality products to consumers.”

The collaboration with Supermercados Central Ltda in Chile exemplifies GRM’s strategic vision to expand into new markets, enhance brand visibility, and foster sustainable growth through impactful partnerships.

Earlier, the company unveiled its new packaging for the 10X brand range, featuring Bollywood superstar Salman Khan. This strategic move aligns with GRM’s mission to elevate its brand presence and strengthen its connection with consumers across India and beyond.

The updated packaging, which prominently showcases Salman Khan, will be rolled out across the entire 10X product range, including basmati rice, flour, and other offerings. The new look combines a modern, sleek design with a vibrant color palette, emphasizing 10X’s commitment to quality and authenticity. The packaging reflects the brand’s dynamic en ergy, making it an appealing choice for today’s discerning consumers who seek both quality and brand trust

The packaging redesign is part of GRM’s broader strategy to refresh the 10X brand and enhance its visibility in the highly competitive FMCG market. By associating with Salman Khan, GRM aims to leverage his immense popularity to connect with millions of consumers across various demographics, especially in India and key international markets. This collaboration reflects GRM’s continuous efforts to innovate and bring the best of Indian food products to households around the world

Recently, the company announced a significant strategic investment in Swmabhan Commerce Pvt Ltd, the parent company of the digital-first coffee brand, Rage Coffee. GRM Overseas has acquired a 44% equity stake through a combination of primary infusion and secondary buyouts, marking a major step forward in its expansion into the fast-growing Indian coffee market.

Rage Coffee, co-owned by Bharat Sethi, Sixth Sense Ventures, and prominent figures such as cricketer Virat Kohli and actor Rannvijay Singha, has rapidly become a favourite among newage consumers. The acquisition aligns with GRM Overseas’ broader strategy under its newly launched platform, 10X Ventures, which aims to invest Rs 200 crore in digital-first, new-age D2C brands.

Founded in 1974, GRM (NSE: GRMOVER, BSE: 531449), has evolved from a rice processing and trading house to a leading player in the global consumer staples market. With operations spanning 42 countries, GRM is recognized as India’s third largest rice exporter. The company operates three stateof-the-art rice processing units and a 1.75 lakh sq ft warehousing facility, ensuring efficient operations from ports in Kandla and Mundra.

GRM’s product portfolio includes renowned brands such as “10X”, “Himalaya River”, and “Tanoush”, alongside private label offerings tailored to customer preferences. Committed to stringent quality standards, GRM focuses on sustainable practices that support local farming communities and ensure product excellence.