HEALTHCARE / MARKET RESEARCH
Digital Gains: Reviving a Century-Old Rice Mill for the Modern Market
STRATEGIST
AJ Roy
Project Lead, Researcher
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3 Minutes Read
Segment
MEDIA & MARKETING
Industry
FMCG
Deliverables
RESEARCH & MARKETINNG STRATEGY
About
A legacy-rich rice milling company from Eastern India, renowned for its premium Gobindobhog and Radhatilak varieties. The brand blends traditional milling techniques with modern quality standards to deliver authentic, aromatic rice to households and restaurants across the country.
Industry
Rice Production
Company Size
500-1000
Headquarter
West Bengal
Research Objective
To understand the current market perception, consumer purchase behavior, and brand positioning opportunities for heritage rice products in an evolving digital marketplace.
The study aimed to identify:
How urban consumers perceive traditional rice brands versus modern packaged competitors.
The key barriers preventing rural and legacy brands from entering quick-commerce and e-commerce platforms.
The brand story elements that could emotionally connect with both urban families and traditional buyers.
Target Audience
Consumers: Urban and semi-urban families (aged 25–50) purchasing rice online.
Retailers and Distributors: Local grocery store owners and Blinkit/Zepto sellers.
Restaurants: Mid-scale and traditional Bengali eateries sourcing Gobindobhog rice.
Internal Stakeholders: The mill’s owners and marketing team responsible for brand transition.
Methodology
A mixed-method approach was adopted to understand both emotional and functional triggers of rice purchase decisions:
Qualitative Interviews:
Conducted with 15 urban consumers and 10 restaurant owners in Kolkata and Asansol to uncover brand perception, trust factors, and buying behavior.Retail Observations:
Field visits to 8 retail outlets to analyze shelf placement, packaging appeal, and competing brands.Digital Insight Audit:
Evaluated online visibility, search trends, and engagement across social media and e-commerce platforms.
Key Insights
Nostalgia Drives Purchase: Urban buyers preferred heritage brands if presented in a modern, convenient format.
Packaging Matters: Plain sacks were seen as “unbranded,” even if the rice quality was high.
Quick-Commerce Growth: Platforms like Blinkit and Zepto had untapped demand for premium, regional rice variants.
Digital Void: The brand’s single-page website and inactive social handles created a perception of outdatedness.
Strategic Approach: From Research to Revival
1. Modernizing Heritage
Using research insights, Gleamink proposed a dual-branding approach — maintaining the traditional identity while appealing to younger, digital-native consumers.
Actions Taken:
Developed new visual packaging inspired by local Bengal art (Kolka motifs).
Introduced smaller 1kg vacuum packs for online buyers alongside 25kg B2B sacks.
Added QR codes linking to short recipes and product origin stories
2. Digital Market Entry
To make the transition smoother, a digital-first framework was introduced:
Actions Taken:
Designed a responsive website showcasing the milling process, family story, and B2B portal for distributors.
Integrated SEO targeting phrases like “Buy Gobindobhog Rice Online Kolkata” and “Authentic Bengali Rice Near Me.”
Created optimized product listings for quick-commerce platforms (Blinkit, Zepto).
3. Social Media Storytelling
Storytelling was positioned as the emotional bridge between tradition and modernity.
Actions Taken:
Reels showcasing workers singing folk songs in the mill — reinforcing authenticity.
“Your Grandmother’s Rice, Now Just a Click Away” campaign launched to humanize the brand.
Interactive contests encouraging customers to share rice-based recipes from their families.
Outcomes (6-Month Period)
The focus remained on realistic, measurable progress rather than inflated numbers.
Website traffic: Increased by 65%, with 40% of visitors from target cities (Kolkata, Asansol, Durgapur).
B2B inquiries: 35 new distributor contacts within three months of launch.
Quick-commerce listings: Successfully onboarded on Blinkit and Zepto, resulting in steady sales growth.
Social media: 300+ genuine new followers and regular community engagement.
Restaurant partnerships: 5 mid-scale eateries switched to the client’s brand citing quality and traceability.
Client Testimonial
- “We never thought our family mill could be on platforms like Blinkit or have customers messaging us from Hyderabad. Gleamink helped us tell our story in a way people could feel, not just see. It’s not just marketing — it’s like our heritage found a new language.”
— Aniket Panja, 4th-Generation Owner
Conclusion
This case study demonstrates how a heritage brand, through insight-driven research and thoughtful marketing, can successfully reposition itself in a modern ecosystem. By understanding consumer behavior and emotional triggers, Gleamink transformed a regional legacy into a digitally discoverable, proudly Indian brand.
Blending Research, Strategy, and Storytelling — Where Heritage Meets the Modern Marketplace.
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