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Growth Strategies and Go-To-Market
Gan Hup Lee
Transformation Via
Brand Development
Gan Hup Lee (1999) Pte Ltd was founded in 1949 as a small grocery shop, which then grew to become one of the country’s largest importers and distributors of rice. Gan Hup Lee has been providing delectable, rich heritage tastes through their wide variety of rice (Golden Padi and Golden Stars Series).
An Asian rice specialist, Gan Hup Lee had its corporate and product brand re-branded to better reflect how the company has successfully evolved by blending its illustrious heritage with the vibrancy of modernity.
Sensing future business growth opportunities, a product brand & packaging was also developed for the company to enter the retail FMCG arena in due course.
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