US Basmati Leader, Royal, Redesigns Its Jute Bag

India-West News Desk

CYPRESS, CA– Royal, the leading brand of authentic Basmati rice in the United States, announced a redesign of its signature 20lb jute bag.

The update marks a shift in the brand’s visual identity, introducing modernized design elements while retaining the premium aged rice that has sustained the brand’s market position for over 30 years, the company said on February 23.

The center of the refresh is an updated “Queen” emblem, which has been modified with contemporary colors and a more refined composition. The packaging now features neutral, earthy tones, stitched detailing, and high-resolution graphics intended to increase shelf visibility. Beyond the aesthetic changes, the company emphasized that the bag’s durable jute construction is designed for longevity, allowing consumers to upcycle or reuse the packaging as part of an eco-conscious household.

The product launch is accompanied by a new creative campaign titled “Crafted For Generations To Come.” The initiative will be deployed across organic and paid social media channels and will involve partnerships with chefs and macro-influencers. According to the company, the campaign is designed to highlight the craftsmanship and quality that define the brand’s legacy.

Royal, produced by LT Foods, currently holds the number one market share for both Basmati and Sona Masoori rice in the U.S.