LT Foods’ Daawat launches month-long content and creator programme ‘Rice Your Awareness’

New Delhi: LT Foods’ flagship brand Daawat has launched a month-long content and creator programme, ‘Rice Your Awareness’, to spark mindful rice consumption, anchored by the national #OnlyRiceNovember challenge.

The initiative runs for four weeks and invites users to pledge conscious eating habits around rice. A dedicated portal offers expert-curated meal plans from leading nutritionists to help participants experience how rice can fuel steady energy, support gut health and aid overall well-being.

The company said that Day one drew over 10,000 sign-ups, with momentum building as more users join the challenge.

On the creator side, popular fitness experts and 500-plus nutrition-focused influencers are driving the rollout across social platforms. Actor Neha Dhupia was among the first to take up the challenge, encouraging audiences to participate and share progress.

Ritesh Arora, CEO, India Business & Far East, LT Foods, said the brand wants to “celebrate the truth about rice, especially Basmati,” adding that the movement seeks to “de-bunk myths” and position rice as a modern, balanced staple. 

K. Ganapathy Subramaniam, Chief Marketing Officer, LT Foods, said DAAWAT is bringing together experts, influencers and consumers to foreground Basmati’s nutritional relevance in everyday life.

Participants can earn achievement badges through the month and share updates, turning individual behaviour change into a community-driven, creator-amplified format, well-suited to short-form video, recipe reels and weekly progress posts.

How it works 

• Pledge to #OnlyRiceNovember and access nutritionist-designed meal plans via the portal.

• Follow creator-led tips and track progress through badges; share updates to build community momentum.