On the occasion of World Food Safety Day, leading organic food brand Organic Tattva announced the appointment of Kareena Kapoor Khan as the new face of its pulses and rice category. Known for her distinctive style and thoughtful approach to motherhood, Kareena’s advocacy for mindful, health-conscious living makes her a natural fit for the brand.
Commenting on the association, Kareena said, “I’ve grown up loving dal-chawal, khichdi and biryani—they’re not just comfort food, they’re part of who I am. If my love for these dishes is so pure, they deserve the purest ingredients too. As a mother, every food choice I make comes from a place of care and responsibility. Organic Tattva stands for everything I believe in: purity, safety, and trust.”
The brand collaboration aims to promote everyday staples like pulses and rice as not just essentials but as conscious choices in the journey towards a healthier, organic lifestyle.
Kriti Mehrotra, co-founder of Organic Tattva, emphasized the shared values behind the partnership: “When someone like Kareena—an icon, a mother, and a symbol of thoughtful living—chooses to believe in us, it’s more than just an endorsement. Through this partnership, we want to make purity a daily habit, not just an aspiration.”
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 isn’t just a campaign—it’s a value alignment. Kareena is a mother millions trust, and Organic Tattva is a brand families rely on for pure, trustworthy food. Our goal was to bring both together to inspire mindful eating and meaningful change.”
With this partnership, Organic Tattva aims to strengthen its mission of delivering purity and safety in every Indian kitchen, starting with everyday staples that are often taken for granted.
