ABOUT THE COMPANY
HRL Foods is the company behind HaryanaKing Rice, a trusted name across North India. In a category where shoppers often pick based on habit and price, HaryanaKing wanted to create a reason for consumers to stay loyal and come back for their next purchase.
CAMPAIGN OVERVIEW
To build loyalty and boost secondary sales, HRL Foods launched a simple, high-value consumer offer:
“Buy a pack of HaryanaKing Rice and get ₹50 cashback instantly.”
The offer ran for three months, giving households a straightforward reward on every purchase — making their monthly rice shopping feel a little more rewarding.
CHALLENGES
Rice is one of the most price-sensitive and competitive FMCG categories. HRL Foods needed a solution that would:
- Create a real reason to choose HaryanaKing Rice again
- Improve repeat purchase frequency
- Retain consumers without overusing discounts
- Deliver value without reducing perceived product quality
- Be easy enough for all consumers to redeem confidently
The brand needed a clean, trustworthy way to add value.
REWARDPORT SOLUTIONS
RewardPort designed a digital cashback system that delivered ₹50 straight back to the consumer in just a few clicks.
Why it worked so well:
- Cashback is an instant feel-good reward everyone understands
- ₹50 is meaningful for an essential household purchase
- Digital redemption was simple, fast, and mobile-friendly
- No complexity — just scan, submit, redeem
- Consumers felt the brand was giving them something back
This reward approach gently nudged consumers to stay loyal without devaluing the product.
WAY OF EXECUTION
The experience was created to be effortless for consumers:
- Packs carried a unique cashback code
- Consumers redeemed via a quick online process
- Cashback was issued immediately, building trust
- RewardPort managed technology, fulfilment, and consumer queries
- Retail activities highlighted the offer clearly at the shelf
The system handled thousands of redemptions smoothly throughout the 3-month window.
RESULTS
The promotion delivered strong behavioural and sales impact:
- Higher repeat purchase frequency for HaryanaKing Rice
- Increased secondary sales across key markets
- Improved retention, with consumers returning for the cashback
- Better brand perception as a value-focused, consumer-friendly product
- Strong participation across North India
The cashback proved to be a simple yet powerful tool in a category where loyalty is hard to build.