Vikas Khanna made global brand ambassador
Zeeba, the flagship consumer brand from Supple Tek Industries Pvt Ltd, is preparing for a nationwide expansion, having built an unparalleled reputation across 93+ countries worldwide and brought its globally celebrated quality standards to Indian households.
The campaign, built around the powerful proposition “Aisa Basmati Nahi Dekha”, seeks to redefine consumer expectations from Basmati rice by delivering export-quality excellence, exceptional consistency and a superior culinary experience to Indian kitchens.
It has also announced celebrity Michelin-starred chef, author, humanitarian and global culinary icon and Time100 2026 recipient Chef Vikas Khanna as its Global brand ambassador. The world’s most influential Indian chef celebrates the most beautiful basmati as he joins hands with Zeeba Basmati Rice.
As Indian food habits continue to evolve, Zeeba aims to become the preferred choice across regional cuisines from rich North Indian curries paired with fragrant Basmati rice, to Maharashtra’s comforting Varan-Bhaat, South India’s iconic biryani and countless everyday meals that bring families together.
Supple Tek Industries Chairman Ramneek Singh said on 18 Aug, “For over a decade, Supple Tek has proudly been the World’s Largest Exporter of Basmati Rice, taking India’s most beautiful basmati to tables across more than 93 countries. With Zeeba in India, our endeavour has always been to ensure that the consumers back home, experience the very same export-quality Basmati that the world has trusted for years.
“Today, we are taking that promise a step further with our refreshed packaging, designed to better reflect the premium quality, consistency and authenticity that Zeeba stands for while creating a stronger and more contemporary identity for consumers. Our collaboration with Chef Vikas Khanna marks another significant milestone in this journey. His unwavering commitment to authenticity, excellence and Indian culinary heritage mirrors everything Zeeba believes in.
“Together, we both come from Amritsar and have a shared vision of taking India to the world. Every grain of Zeeba reflects decades of expertise, uncompromising quality and a legacy built on trust. As we continue to strengthen our presence across India, we remain committed to bringing home the same world-class Basmati that has made Supple Tek the World’s Largest Exporter for the last 10 years.”
Chef Vikas Khanna added, “Some journeys are deeply personal, and this association with Zeeba is one of them. We both come from Amritsar, a land where food is not merely nourishment but an expression of love, tradition and pride. Having spent years representing India and its culinary heritage across the world, I have witnessed how Basmati rice is one of our country’s most cherished ambassadors and I am delighted to be a part of the same.
“What excites me about Zeeba’s new campaign “Aisa Basmati Nahi Dekha” is its commitment to quality and authenticity. The same rice that is celebrated on dining tables across the world now deserves to be enjoyed by Indian families every day too. This is not just about a product; it is about bringing home a standard of excellence that India can proudly call its own. I am honoured to be part of this journey and look forward to inspiring consumers to rediscover the true joy of exceptional Basmati.”
Zeeba is consumer brand of Supple Tek Industries, one of India’s leading Basmati rice companies and the world’s largest exporter of Basmati rice for more than ten consecutive years. With a global presence spanning over 93 countries, Supple Tek has built a legacy of delivering premium-quality Basmati rice to consumers and businesses across international markets. Fiinews.com
