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Surya Foods, owners of premium Basmati Rice brand Laila, has taken a new step in its commitment to marketing and supporting its fast growing rice brand, with its first foray into TV sponsorship.


Laila Basmati Rice will now be seen by over 1 million South Asian consumers as the brand takes title sponsorship of the third series of leading cookery show, ‘Curry On’, starring Michelin starred celebrity chef Atul Kochhar broadcast on B4U Music; and community magazine programme, ‘Starlite’ broadcast on the UK’s highest rated Asian TV channel Star Plus.

Laila Rice is a name that over the past few years has become synonymous with quality and excellence. Producing the finest basmati rice harvested from the foothills of the Himalayas and delivering superior quality grains to the discerning customer, Laila has quickly established a firm foothold in this busy space. Following a redesign of its packaging, and having secured listing across all the major national and independent retailers, 2013 is a year of investment and growth in the brand’s portfolio.

Harry Dulai, Commercial Director at Surya Foods comments on the plans: “Laila is one of the top three brands in the UK, and we have been delighted to see an organic year on year growth. We are investing heavily in the brand this year, starting with our core audience of Asian consumers. TV is one of the best routes to market and associating the brand with both a cookery show and celebrities, hits right at the psyche of our customer and so will give us brand recognition and brand loyalty as we extend this relationship further into grass roots activity.”

Curry On presented by celebrity chef Atul Kochhar, is a must-see series for all foodies and budding chefs. Atul will be joined by a special celebrity guest each week. Guests on the show will range from Bollywood and British Asian film and TV stars, to leading sports personalities and top talent from the burgeoning music industry.

Starlite on Star Plus, is a series that showcases cultural community events and is designed to connect audiences both at a local and global level.

Dulai continues: “We have a lot of exciting plans for Laila Rice this year. We are a superior, high quality brand that is authentic from the core and we plan to take Laila and its heritage to the mainstream marketplace. This is going to be an exciting year for Laila Rice.”

Surya Foods

Tel: 01255 553 652

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