The rice category is largely seen as bland and price-driven, with rice often treated as a background staple, especially in Latino households where it’s used traditionally across generations. Mahatma and Carolina, same high-quality rice, different names by region, faced the challenge of standing out in a sea of sameness. With strong cultural equity and new innovations, the brand shifted its focus to Latino consumers, embracing their bilingual reality and cultural pride to elevate rice from a humble side to a flavorful centerpiece of everyday cooking.