GRM advocates substance over appearance with ‘Roti Gol Nahi, Soft Honi Chahiye’ campaign

10x Classic Atta from GRM Overseas Limited has launched its latest brand thought, ‘Roti gol nahi, soft honi chahiye’, using an everyday household insight to comment on the tendency to prioritise appearance over real value. Rooted in the familiarity of Indian kitchens, it draws attention to what truly matters in daily life, whether in food or in how people are perceived.

The central idea of the campaign compares the way rotis are often judged by how round they look, rather than by their softness and nourishment, with the way women are frequently evaluated on the basis of appearance or domestic expectations. Through this parallel, the campaign highlights how education, ambition and aspirations are often overlooked, reinforcing the brand’s belief that true worth lies beneath the surface.

By anchoring the narrative in a simple culinary truth, 10x Classic Atta positions itself as a brand that understands everyday realities while engaging with broader cultural conversations. The campaign reflects a shift towards purpose-led FMCG communication, where brands use relatable insights to address social attitudes without straying from their core product promise.

Endorsed by Salman Khan as its brand face, 10x continues to strengthen its positioning around quality, nourishment and progressive thinking. The association supports the campaign’s intent to reach a wide audience while maintaining a consistent brand voice rooted in trust and familiarity. Rather than focusing solely on functional attributes, the communication emphasises values that resonate with contemporary consumers.

Commenting on the initiative, Atul Garg, managing director at GRM Overseas Limited, said, “As a brand that is part of everyday Indian households, we believe our responsibility goes beyond delivering quality products. With 10x’s latest campaign, we want to spark a shift in how value is judged, whether in food or in people, by encouraging substance over surface.” His statement underlines the company’s view that brands operating at scale can play a role in shaping social perspectives.

The campaign arrives at a time when consumers are increasingly receptive to messaging that reflects changing cultural values. By using a familiar product category and language drawn from daily life, 10x avoids being prescriptive, instead inviting reflection through analogy. The approach allows the brand to remain relevant without overextending into overt social commentary.

Beyond marketing communication, GRM Overseas continues to focus on long-term growth through sustainable market development and portfolio expansion. The company currently operates brands including 10x, Zarda King and Rage Coffee, spanning staples and beverage categories. Garg has also indicated that the group plans to introduce a couple of new brands in the coming months, signalling continued investment in building a diversified FMCG presence.