What makes a brand truly iconic? Is it the quality of its products, the depth of its legacy, or the love and trust it inspires in its customers? For Rajdhani Foods, the answer is all of the above. With a history dating back to 1966, the brand has become synonymous with the warmth, comfort, and joy of home-cooked food. In an exclusive interview with Mr Chetan Jain, Managing Director, he says…
Rajdhani Besan has been a household name since 1966. How has the brand evolved over the years while staying true to its roots?
Rajdhani Besan has evolved by embracing change while staying true to its core values of quality, trust and tradition. Since 1966, our journey has been about maintaining the rich legacy of authentic Indian taste while adapting to modern consumer needs and preferences. From our inception, our focus has been on delivering the finest besan made from 100% pure chana dal. Over the years, we’ve upgraded our processes with state-of-the-art automated processes and quality checks to ensure every packet of Rajdhani Besan retains its purity, freshness and aroma.
While our Grandparents cooked with Rajdhani Besan, today millennials and Gen Z also trust it, Whether its classic recipes like laddoos or pakoras or modern takes like gluten-free pancakes and high protein Besan cheela, Rajdhani Besan continues to be a part of everyday meals in Indian households. Even as we expand our product range and distribution channels, we never compromise on our roots. Rajdhani Besan still represents the same purity, the same trust and the same unbeatable taste that has been passed down for generations. Our journey from a trusted kitchen staple to a modern-day iconic food brand is proof that truth never goes out of style. While we continue to evolve, our hearts remain the same – bringing people together over delicious food made with Rajdhani Besan
The recent campaign with Karan Johar and Ananya Pandey has been a massive hit. What was the thought behind this unexpected collaboration?
The thought behind this unexpected collaboration was to bring a fresh, entertaining, and larger-than-life approach to how we celebrate food and tradition. Rajdhani Besan has always been about taste, nostalgia and quality, but we wanted to make it more than just a kitchen essential – we wanted to make it fun, quirky and a conversation starter. Who better than Karan Johar, a maestro of storytelling and Ananya Pandey, a fresh youthful face, to bring this idea to life. Karan Johar is known for grand cinematic moments, larger-than-life emotions and making the impossible possible on screen. The campaign plays on this idea – if Karan Johar wants pakoras made with Rajdhani Besan on a rainy day, he will make it happen! Even if it means staging a grand spectacle on his film set!
Meanwhile, Ananya’s character adds a fun, lighthearted element, asking a quirky question: “Who even eats pakoras without rain?” This playful contrast between Karan’s grand vision and Ananya’s innocence makes the campaign engaging, entertaining and memorable. The unexpected pairing adds intrigue and virality, making people talk, laugh, and most importantly, remember Rajdhani Besan. With this campaign, we’ve taken a staple Indian ingredient like besan and given it a big screen treatment – because Rajdhani Besan isn’t just about food; it’s about experiences, emotions, and celebrations. The overwhelming response to the campaign shows that people love this mix of Bollywood, nostalgia and good food. At the end of the day, whether it’s a blockbuster film or a home-cooked meal, the secret ingredient is always swaad. And for that, there’s only one name – Rajdhani Besan!
In a market flooded with food brands, what do you think sets Rajdhani Besan apart from the competition?
Rajdhani Besan stands apart because it’s not just a brand – it’s a legacy built on trust, quality, and authenticity. In a market flooded with me-too brands, what makes us different is our unwavering commitment to purity, taste, and tradition.
Rajdhani Besan isn’t just a kitchen ingredient – it’s been a part of Indian households for generations. Families have trusted us for decades, passing down recipes that wouldn’t be the same without Rajdhani’s unmatched quality. When people think of Besan, they think of Rajdhani – that’s the power of our legacy. While we are rooted in tradition, we also understand the evolving needs of modern consumers. Whether it’s innovative marketing campaigns like ‘Swaad ke liye kuch bhi karega’ with Karan Johar and Ananya Pandey, or expanding our product range to cater to different lifestyles, Rajdhani continues to stay relevant while preserving authenticity.
From monsoon pakoras to festive laddoos, Rajdhani Besan is an essential ingredient in India’s most cherished food moments. We are not just selling a product, we are delivering taste, nostalgia, and a connection to home. In short, purity, trust and a legacy of taste make Rajdhani Besna not just another food brand, but a part of India’s culinary heritage.
Can you share some of your personal favourite memories with Rajdhani Besan?
Rajdhani Besan isn’t just a product for me – it’s part of my life’s memories, woven into family traditions and personal moments. My fond childhood memories always revolve around my mother cooking my favourite paneer pakoras for an evening snack. The aroma of freshly fried besan batter filling the kitchen, the crunch of the first bite, and the warmth of family conversations – those moments defined comfort and happiness.
On a more recent note, watching Karan Johar and Ananya Pandey bring our “Swaad ke Liye Kuch Bhi Karega” campaign to life was another special movement. Seeing Rajdhani Besan not just as a kitchen essential but as a part of pop culture, and entertainment was truly a proud milestone for us. For me, Rajdhani Besan isn’t just about food; it’s about memories, emotions, and the taste of home that stays with you forever.
What are some exciting new products or expansions we can expect from Rajdhani Foods in the near future?
At Rajdhani Foods, our commitment to quality, trust, and a proud legacy inspires every innovation. In our latest product launch, we are expanding our portfolio with health-focussed offerings that set new benchmarks. We are entering the healthy salt segment without pure Himalayan Pink Salt, enriching our sweetener range with premium jaggery powder, and revolutionizing the healthy convenience food space by introducing multiple flavours of Masala Oats that are a cut above current market options
As a leader in the FMCG space, what are the biggest challenges you face in the Indian Market today?
The biggest challenges in the Indian market today revolve around evolving consumer preferences, competition and distribution dynamics.
– Indian consumers are deeply rooted in tradition but are also open to innovation. The challenge is to maintain the authenticity of Rajdhani Besan while adapting to modern lifestyles. Consumers today look for healthier, convenience-driven options, and we are continuously working on evolving our products while keeping their traditional essence intact.
– The FMCG sector is highly competitive, with both established brands and new entrants constantly innovating. Differentiating ourselves while staying true to our legacy is a key challenge where storytelling, nostalgia and trust play a crucial role.
– Also consumers today are more aware of sustainability and responsible sourcing. Rajdhani is committed to ethical sourcing, sustainable practices and reducing our environmental impact but balancing these initiatives with business growth is an ongoing challenge.
Despite these challenges, our commitment to quality, legacy and trust remains unwavering. We believe that by staying connected to our consumers and constantly evolving while respecting tradition, Rajdhani Foods will continue to be a household name for generations to come.
How does Rajdhani ensure the highest quality standards across its entire product range?
At Rajdhani quality isn’t just a standard – it’s our promise. Ensuring the highest quality across our entire product range is a meticulous process that involves careful sourcing, state-of-the-art manufacturing, rigorous quality checks and a deep commitment to consumer trust.
We start with the finest raw ingredients. We ensure that only the best raw materials enter our production process. Our production facilities are fully automated, using cutting-edge technology to maintain purity, hygiene and consistency. Every batch of Rajdhani products undergoes multiple quality tests to check for texture, colour, purity, and freshness. Also, Rajdhani Foods adheres to FSSAI regulations and global food safety standards, reinforcing our commitment to purity and quality.
We are always improving our processes – whether it’s adopting more sustainable practices, improving storage techniques, or reducing processing time to maintain maximum freshness. For generations, Rajdhani Besan has been a staple in Indian kitchens and we take that responsibility very seriously. Quality isn’t just a checkpoint for us – it’s a legacy we uphold in every packet.
What role do nostalgia and tradition play in Rajdhani’s brand positioning and marketing strategies?
Indian cuisine is deeply rooted in emotions, family bonds, and traditions passed down through generations. Rajdhani Besan, in particular, is not just an ingredient – it’s a reminder of home-cooked food – pakoras on a rainy day, laddoos made with love during festivals, and cherished family recipes that have stood the test of time.
Our marketing reflects this emotional connection by weaving nostalgia into storytelling. Whether it’s through our festive campaigns, cultural associations, or collaborations with iconic personalities like Karan Johar, we ensure that Rajdhani Besan is positioned to be the taste of tradition. At the same time, we keep it fresh and relatable for today’s generation, balancing heritage with modern appeal.
At Rajdhani, we don’t just sell products – we bring back memories of maa ke haath ka khana, the aroma of deep-fried pakodas in monsoons, and the warmth of homemade sweets in celebrations. That’s what makes our brand special.
If you had to describe Rajdhani Foods in three words, what would they be and why?
Quality, Legacy and Trust.
At Rajdhani Foods, quality is our foundation. We have been dedicated to providing the finest ingredients for generations ensuring that every product meets the highest standards which we have set for ourselves and that our customers expect us to deliver.
Legacy is at the heart of our brand – Rajdhani Besan has been a staple in Indian households for decades, carrying forward the rich tradition of homemade flavours.
And finally, trust – our customers know that when they choose Rajdhani, they are choosing purity, authenticity, and taste that has stood the test of time.