October 16, 2026: Leysha Basmati Rice, part of SSIEL Group, has announced National Award-winning actress Yami Gautam Dhar as its brand ambassador. Yami will be the face of Leysha’s upcoming communication, bringing to life the brand’s philosophy, ‘Cook Brilliance Today’.
At the heart of Leysha Basmati Rice is a simple belief: brilliance is not reserved for grand occasions. It lives everyday, in the care behind a meal and the quality of what goes into it. Rice sits at the centre of the Indian kitchen, from everyday rajma chawal and dal-chawal to kheer and festive biryani, Leysha believes the right grain can turn an ordinary meal into a memorable one.
Yami Gautam Dhar is a natural fit for this belief. Her association with Leysha Basmati rice began with a personal exploration of what makes basmati rice truly special. Curious about the qualities that distinguish one variety from another, she explored different options and experienced them first-hand through tasting. It was Leysha’s distinctive aroma that particularly caught her attention. The fragrance, which is an integral part of the basmati experience, stood out to her even before the first bite, bringing alive the anticipation of a freshly prepared meal. Along with the rice’s quality and taste, this experience shaped her appreciation for Leysha, making the association a personal choice rather than simply a brand endorsement.
Commenting on the association, National Award-winning actress Yami Gautam Dhar said, “I believe brilliance lies in the small, thoughtful choices we make every day. In cooking, the quality of ingredients can transform an everyday meal into something memorable. Rice is an integral part of every Indian household, and I’m happy to be associated with Leysha in bringing the idea of everyday brilliance to homes across India.”
Aman Gupta, Managing Director, SSIEL Group, Leysha Basmati Rice, said, “Yami Gautam Dhar brings together a contemporary outlook and a deep connection to the warmth and traditions of Indian families. That balance matters to us, because Indian food has evolved with us while staying rooted in our culture. Rice is at the heart of countless food memories, and Leysha’s promise is to bring brilliance to every one of them, in every grain. With Yami, we see an opportunity to celebrate that in a way that feels fresh, relevant and truly today.”
Yami Gautam Dhar will be the face of Leysha’s 360-degree communication across television, OTT, cinema, outdoor, digital and social media, and will be actively involved in key brand initiatives including product launches and consumer events.
About Leysha
Leysha is a premium rice brand from Shiv Shakti Integlobe Exports Pvt. Ltd. (SSIEL), a leading Indian basmati rice exporter with a presence in over 70 countries. With its entry into the Indian market, Leysha is expanding its reach across retail, modern trade, e-commerce, the hotel industry, institutional and government channels, catering to diverse consumer needs and price points. The company’s operations are supported by stringent quality checks, internationally aligned systems and certifications including BRCGS, ISO, HACCP, FSSC, USFDA, Kosher and Halal. Backed by decades of experience in the rice industry, SSIEL is committed to delivering consistent quality and building lasting trust across markets.
This Press Release has not been vetted by The Eastern Herald and is sourced by VMPL
