Zeeba Announces Global Brand Ambassador and New Packaging
On Tuesday, 18 August 2026, Zeeba – the flagship consumer brand of Supple Tek Industries Pvt. Ltd. – issued a press release stating that Michelin‑starred chef, author and humanitarian Vikas Khanna, a Time 100 2026 honoree and described as the world’s most influential Indian chef, has been appointed as its Global Brand Ambassador. The announcement coincides with a complete revamp of Zeeba’s packaging, launched under the campaign slogan “Aisa Basmati Nahi Dekha”, which is intended to communicate export‑quality excellence, exceptional consistency and superior culinary experience to Indian households.
Company Background and Export Leadership
Supple Tek Industries Pvt. Ltd. is identified as one of the world’s largest exporters of premium Basmati rice and has held the title of the world’s largest Basmati exporter for more than ten consecutive years. The company supplies its premium Basmati to over 93 countries worldwide, building a legacy of trusted quality across international markets.
Campaign and Market Positioning
The new packaging is described as a refreshed design that better reflects Zeeba’s premium quality, consistency and authenticity while creating a stronger, more contemporary identity for Indian consumers. The launch campaign will be rolled out across digital platforms, retail outlets and other consumer touchpoints, aiming to inspire Indian shoppers to elevate everyday cooking and celebrate meals with a rice that “truly stands apart”.
Statements from Key Stakeholders
Chef Vikas Khanna said the partnership is “deeply personal”, noting that both he and Zeeba originate from Amritsar and that the campaign’s promise of quality and authenticity aligns with his own culinary values. He emphasized that the same rice celebrated on global dining tables should be enjoyed daily by Indian families.
Ramneek Singh, Chairman of Supple Tek Industries, highlighted the company’s decade‑long leadership in global Basmati exports and reiterated the commitment to delivering the same export‑quality rice to Indian consumers. He noted that the packaging revamp and the collaboration with Chef Khanna represent significant milestones in Zeeba’s growth journey and its vision to bring world‑class Basmati to the Indian market.
Manisha Singh, Director of Maximus Collabs – the agency behind the launch – remarked that after a decade of working in the Basmati category, the brand’s quality benchmark inspired the campaign’s core message, and Chef Khanna was the natural voice to convey Zeeba’s promise of purity and excellence.
Product Offering and Consumer Focus
Zeeba offers a curated range of premium Basmati rice that is carefully sourced, naturally aged and processed using world‑class standards to ensure superior taste and consistency. The brand aims to become the preferred choice across regional Indian cuisines, from North Indian curries to Maharashtra’s Varan‑Bhaat, South Indian biryani and everyday meals.
Disclaimer
The release notes that it is distributed under an arrangement with Business Wire India and that PTI assumes no editorial responsibility.