LT Foods’ flagship brand DAAWAT has launched a nationwide movement called ‘Rice Your Awareness’, aiming to reshape how Indians perceive and consume rice-especially Basmati. The four-week initiative puts the spotlight on rice as a nutrient-rich, energy-sustaining staple rather than a food to be avoided, encouraging a healthier and more informed relationship with everyday eating.

At the heart of the campaign lies #OnlyRiceNovember, a month-long challenge urging people to adopt mindful Basmati consumption. Participants can register through a dedicated online portal where they gain access to exclusive meal plans crafted by leading nutritionists. These expert-designed menus highlight how rice supports digestion, boosts energy, and contributes to overall well-being.

The movement has already gained strong traction, powered by 500+ nutrition and fitness influencers. Actor Neha Dhupia was an early participant, inspiring thousands to take the pledge. According to Ritesh Arora, CEO – India Business & Far East, LT Foods, it’s time to debunk myths around rice and celebrate its role as a wholesome, comforting, and culturally rooted food that has nourished generations.

Echoing this sentiment, K. Ganapathy Subramaniam, CMO of LT Foods, emphasized that DAAWAT® has consistently championed meaningful category conversations-from spearheading World Biryani Day to creating innovative Basmati products. ‘Rice Your Awareness,’ he says, is the brand’s next step in promoting rice as a nutritious, essential part of modern lifestyles.

The initiative saw over 10,000 participants on day one. With badges, progress-sharing, and growing community engagement, the movement is turning mindful eating into a collaborative nationwide effort-driving awareness, healthier habits, and stronger consumer connection at scale.