LT Foods, under its flagship brand DAAWAT®, has launched the ‘Rice Your Awareness’ initiative — a four-week national campaign to promote informed and mindful rice consumption. The initiative includes the #OnlyRiceNovember challenge, which invites people to pledge towards conscious eating habits centred on rice.
Through a dedicated portal, participants can access nutritionist-curated meal plans aimed at showcasing rice’s role in balanced diets, sustained energy, and overall well-being. Over 500 fitness and nutrition influencers, along with actor Neha Dhupia, have joined the challenge, sharing their experiences across social media.
Ritesh Arora, CEO, India Business & Far East, LT Foods Ltd., said, “We believe it’s time to celebrate the truth about rice, especially Basmati — a staple that has nourished generations. ‘Rice Your Awareness’ is a movement to spotlight the goodness and versatility of Basmati while addressing misconceptions around it.”
K. Ganapathy Subramaniam, CMO, LT Foods, added, “DAAWAT® has always aimed to drive meaningful category conversations. With this initiative, we are bringing together experts, influencers, and consumers to discuss Basmati’s nutritional relevance and role in daily well-being.”
The campaign recorded over 10,000 participants on launch day, with engagement continuing to grow. Participants can earn badges and share progress online, turning the challenge into a community-driven effort.
