Mumbai: LT Foods, a global FMCG company of Indian origin in the consumer food space, has launched ‘Rice Your Awareness’, a four-week nationwide initiative under its flagship brand DAAWAT®. The program aims to spark conscious conversations around rice consumption and reframe the role of rice—especially Basmati—as a nutritious and essential part of balanced everyday eating.
At the core of the initiative is #OnlyRiceNovember, a nationwide challenge encouraging people to pledge toward mindful Basmati consumption. Through a dedicated online portal, participants gain access to exclusive, expert-curated meal plans created by leading nutritionists. These plans demonstrate how rice can support gut health, sustain energy levels, and contribute to overall well-being.
The challenge is gaining momentum with strong participation from popular fitness experts and more than 500+ nutrition-focused influencers across social media. Actor Neha Dhupia was among the first to take up the challenge, inspiring her followers to join the movement.
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.”
Adding to this, K. Ganapathy Subramaniam, Chief Marketing Officer, LT Foods, said, “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.”
The initiative witnessed strong traction from day one, with more than 10,000 participants joining the challenge at launch. As the movement continues to grow, participants can earn achievement badges and share their progress online, turning a personal lifestyle shift into a collaborative, community-led experience.
With rising interest and participation, the ‘Rice Your Awareness’ initiative is well-positioned to drive meaningful awareness, inspire healthier choices, and strengthen consumer engagement at scale.
Participation Link: https://www.daawat.com/rya/
