GRM Overseas a leading exporter of basmati rice has tapped Bollywood superstar Salman Khan to be their brand ambassador. The company hopes Khans massive fan following will boost sales for their 10X brand of basmati rice and 10x Shakti brand of wheat flour. According to Atul Garg the companys Managing Director Khans image aligns perfectly with their brands ethos. Im excited to partner with GRM a brand that shares my belief in the importance of quality and authenticity Khan said in a statement. The partnership aims to leverage Khans iconic status to strengthen GRMs brand presence and connect with consumers globally the company said. Founded in 1974 GRM Overseas exports premium basmati rice to over 42 countries and has expanded from a rice manufacturing and trading house to a consumer staples organization. The company said it plans to use Khans influence to inspire consumers to make healthier food choices and join a movement prioritising sustainability and empowerment. GRM Overseas is listed on both National Stock Exchange and Bombay Stock Exchange.
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