GRM Overseas Stock Surges Following New Ad Campaign Featuring Salman Khan
Shares of GRM Overseas Ltd, a key player in the rice-based FMCG segment, saw a notable surge of 5% on June 17, buoyed by the launch of a new advertising campaign starring Bollywood actor Salman Khan. The stock rebounded swiftly from ₹125.55 earlier in the day to close at ₹133.80 on the NSE, reflecting renewed investor interest in the brand’s consumer-facing push.
The Gurugram-based company recently unveiled a high-profile television commercial under its 10X Shakti brand umbrella, as part of a multi-channel marketing push aimed at strengthening its retail footprint. This marks a strategic shift for GRM Overseas, signaling its intent to transition from a domestic rice exporter to a mainstream FMCG brand with pan-India presence.
“This collaboration with a widely recognized public figure like Salman Khan is designed to raise awareness for our 10X brand across key consumer segments,” said Atin Agarwal, Managing Director of GRM Overseas. He emphasized that the endorsement is part of a larger effort to connect with value-conscious buyers seeking affordable yet quality staples across India.
GRM’s latest campaign is expected to improve brand recall and boost sales volumes, at a time when competition within the packaged staples segment is intensifying. The company’s core portfolio includes packaged rice and a growing range of kitchen staples such as wheat flour, lentils, and spices, supplied through its retail brand ’10X’ and e-commerce platform ‘7Pmfresh’.
In the previous financial year, GRM Overseas reported net sales of ₹1,164 crore, demonstrating a steady growth trajectory. By aligning itself with a strong celebrity ambassador and rolling out an integrated marketing strategy, industry analysts believe the company is positioning itself to capture a larger share of India’s expanding FMCG staples market.
The stock’s rally underscores investor confidence in GRM’s brand transformation strategy—a move that places the company in closer competition with established packaged foods players in the country’s ₹5-lakh crore FMCG market.
Key Takeaways for FMCG Stakeholders
- GRM Overseas leverages celebrity endorsement to drive brand visibility in highly competitive staples segment.
- Strategic brand repositioning signals an aggressive expansion into domestic FMCG retail.