5 days ago
- Entertainment
- Fashion Value Chain
Kareena Joins Organic Tattva to Champion Food Purity
Marking World Food Safety Day with impact, Organic Tattva, India's trusted name in organic foods, unveiled Kareena Kapoor Khan as the brand ambassador for its pulses and rice category. The celebrated actor, mother, and wellness advocate will now represent the brand's mission to promote mindful and pure eating habits across Indian households.
Kareena, known for seamlessly blending modern motherhood with conscious living, shares a deep emotional connection with staple Indian foods like dal-chawal and biryani — dishes she calls 'a part of who I am.' Speaking about the partnership, she said, 'If my love for these dishes is so pure, they deserve the purest ingredients too. As a mother, I choose what's safe, nourishing, and trustworthy — that's why I've embraced Organic Tattva.'
The brand's Co-Founder, Kriti Mehrotra, emphasized that staples form the backbone of Indian meals, and ensuring their purity is a commitment, not just a selling point. 'Having Kareena as our ambassador isn't just about celebrity influence — it's a convergence of shared values and a call for purity in daily consumption.'
The collaboration was facilitated by Maximus Collabs, who saw this as more than a campaign. 'This is a purpose-led alignment,' said Manisha Singh, Founder of Maximus. 'It merges Kareena's trusted motherhood image with Organic Tattva's credibility, encouraging consumers to make more mindful food decisions.'
As food safety takes center stage globally, this partnership aims to guide families toward healthier, cleaner meals by switching to organically grown, responsibly sourced staples.
Choose purity. Choose Organic Tattva.
