The partnership highlights purity, wellness, and mindful eating for Indian households.

Organic Tattva, the leading organic food brand, has announced Kareena Kapoor Khan as the new face of its pulses and rice category, coinciding with World Food Safety Day. The collaboration emphasizes clean, safe, and nutritious food choices in Indian homes.

Recognized for her elegant lifestyle and conscious approach to motherhood, Kareena Kapoor Khan is a natural fit for the brand’s message. Her commitment to wellness and purity aligns with Organic Tattva’s vision of promoting healthier everyday choices.

Sharing her thoughts on the partnership, Kareena Kapoor Khan said: “I’ve grown up loving dal-chawal, khichdi, and biryani-these dishes are a part of my identity. And if I love them so deeply, they deserve the purest ingredients. As a mother, every food choice I make comes from a place of care and responsibility. Organic Tattva reflects everything I believe in-purity, safety, and trust. That’s why I’ve adopted a healthier, organic lifestyle, and I hope more families do the same-for a future that’s nourishing and guilt-free.”

Kriti Mehrotra, Co-founder of Organic Tattva, added: “When someone like Kareena-a mother, an icon, and a voice for thoughtful living—places her trust in us, it goes beyond a celebrity endorsement. It becomes a shared mission. Staples like pulses and rice are the backbone of Indian meals. Through this partnership, we want to make purity not just an aspiration, but a daily habit.”

The campaign has been conceptualized and executed by Maximus Collabs, Organic Tattva’s official agency on record.

Manisha Singh, Founder of Maximus Collabs, noted: “This collaboration is rooted in shared values. Kareena is a trusted figure for millions of mothers, while Organic Tattva is a name families rely on for clean and safe food. Our goal was to bring these two trusted voices together in a way that emotionally and culturally connects with consumers. It’s not just a campaign-it’s a purpose-driven initiative toward mindful eating.”

With Kareena Kapoor Khan at the forefront, Organic Tattva aims to reinforce its position as a brand that champions health, purity, and conscious living-one meal at a time.