India Gate boosts Basmati experience with farm-to-fork VR zone

India Gate Basmati Rice has launched a "Farm to Fork Experience Zone", which will provide consumers with an unprecedented opportunity to witness the captivating journey of their basmati rice, from the lush farms to the delectable dishes on their plates.

The initiative aims to elevate consumer engagement in a category that traditionally experiences low involvement, offering an immersive encounter within a mesmerizing virtual reality setting. In this initiative, India Gate invites consumers to personally experience the transformation of basmati from paddy to the fragrant culmination to their preferred dishes such as biryani and pulao. The initiative is currently available in select locations, including Delhi, Gurugram, Mumbai, Bengaluru, and Lucknow. 

The major highlight of this experience is a virtual reality setup, where visitors can immerse themselves in a captivating video that guides them through the intricate stages basmati grains undergo before being neatly packaged. The second segment of the experience zone allows visitors to explore the India Gate Basmati Range, encountering various basmati rice grains, including Full Grain, Tibar, Dubar, and Broken, in their raw state. Informative descriptors accompany each grain, aiming to dispel the misconception that basmati is exclusively synonymous with long grains.

Moreover, in the Tasting Zone, visitors can indulge in a sensory experience with wet samples of Veg Biryani and Fried Rice crafted with India Gate Basmati Rice, allowing consumers to savour the true essence of basmati first-hand.

Kunal Sharma, Head of Marketing at KRBL India, expressed, “Through a first in category Virtual Reality Initiative that we are taking in a relatively low involvement category, India Gate is trying to educate and empower the consumer. We have partnered with Reliance to give their shoppers this experience in their top stores and we plan to scale this up in the next phase of this initiative. We are taking the consumer through an immersive virtual reality experience from farm to farm and also take them through our Dhuri facility, which is the world’s largest rice milling plant and how this is a completely untouched by hand process.”