LT Foods launches ‘Rice Your Awareness’ initiative to promote conscious rice consumption

LT Foods, under its flagship brand DAAWAT®, has launched the ‘Rice Your Awareness’, four-week nationwide initiative promoting conscious conversation around rice consumption.

At the heart of the movement lies #OnlyRiceNovember, a nationwide challenge inviting people to consciously pledge towards mindful consumption of rice. Through a dedicated online portal, participants gain access to exclusive, expert-curated meal plans by leading nutritionists, designed to help them experience how the rice can fuel sustained energy, support gut health, and enhance overall well-being.

Popular fitness experts and over 500+nutrition-focused influencers are leading the movement by marking their participation across social media. Actor Neha Dhupia was among the first to take up the challenge, sharing her enthusiasm and encouraging others to join.

Ritesh Arora, CEO, India Business & Far East, LT Foods Ltd., said, “We at LT Foods, one of India’s most trusted food brands, believe it’s time to celebrate the truth about rice specially Basmati, a staple that has nourished generations and remains central to balanced, healthy living. Rice has always been a source of nourishment, comfort, and togetherness. Thus, ‘Rice Your Awareness’ is more than an initiative; it’s a movement to spotlight the goodness and versatility of Basmati in today’s world. With this, DAAWAT® is leading broader conversation around Basmati as a wholesome, nutritious, and modern-day staple while de-bunking myths around it.”

Ganapathy Subramaniam, Chief Marketing Officer, LT Foods, added, “DAAWAT® has always been at the forefront of driving meaningful category conversations, from pioneering World Biryani Day to creating product innovations that celebrate how Basmati is consumed. With this initiative, LT Foods is taking the next step in thought leadership by bringing together experts, influencers, and consumers to talk about Basmati’s nutritional benefits and relevance in everyday well-being. It’s time we give rice its due place in conscious consumption, being fully aware of its nutritious benefits along with its flavorful taste.”