KRBL Ltd, India’s largest integrated rice company, has expanded its health-focused product range with the launch of a low-glycaemic index (GI) rice variant under its Uplife portfolio, signalling a strategic push beyond traditional basmati into the growing wellness segment.
The newly introduced India Gate Uplife Lite Everyday Rice is aimed at consumers looking to manage blood sugar levels while maintaining sustained energy throughout the day. The launch marks the latest addition to the Uplife range, which was rolled out last year as part of the company’s diversification strategy.
“We are expanding the brand with a clear ambition to create a meaningful presence in the proactive health and wellness space,” said Ayush Gupta, head of India business at KRBL Ltd.
Focus on Everyday Wellness
According to the company, the new rice variant is both fat-free and trans-fat-free, and has been formulated to help maintain balanced blood sugar levels while fitting seamlessly into regular household diets.
Uplife, which is built on KRBL’s flagship India Gate basmati franchise, first entered the wellness category with gut-friendly edible oils. It has since widened its scope to include value-added rice products such as brown rice variants positioned for weight management and digestive health.
“Consumers today are seeking staples that align with their wellness aspirations without disrupting everyday taste and habit,” said Kunal Sharma, vice president – marketing and organised trade at KRBL.
Riding the Health-Food Wave
The move comes as Indian consumers increasingly gravitate toward functional staples—foods that offer health benefits beyond basic nutrition. With the introduction of a low-GI everyday rice, KRBL appears keen to strengthen its footprint in this fast-growing category while leveraging the equity of its well-known India Gate brand.
Industry observers see the expansion of the Uplife portfolio as part of a broader trend among major food companies to capture demand for products linked to metabolic health, gut care, and sustained energy—areas expected to drive future growth in the packaged foods sector.
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