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.

The post Organic Tattva names Kareena Kapoor Khan as brand ambassador for Pulses and Rice on World Food Safety Day appeared first on Business of Food.

A2 Ghee, made from the milk of desi cows and churned out using bilona method is packed with essential fatty acids, antioxidants, and vitamins, supporting better digestion, improved immunity, and enhanced skin health. Unlike regular ghee, A2 Ghee is easier to digest, making it ideal for people of all ages.

Makhana (Fox nuts) are a powerhouse of protein, fiber, and minerals, helping in weight management, improving heart health, and promoting a calm, stress-free mind. Makhana can be enjoyed in various ways—roasted as a snack, added to curries, or blended into smoothies, making it a versatile and wholesome addition to any meal.

“We are excited to offer our customers these superfoods that fit seamlessly into a healthier and happier lifestyle,” said Kriti Mehrotra, Co-Founder Organic Tattva. “Both A2 Ghee and Makhana are not just nutrient-packed but also incredibly versatile, ensuring they can be enjoyed in a variety of ways to suit every dietary preference.”

Both products are available at all key retail chains, quick commerce platforms, and directly through Organic Tattva’s website, making it easier than ever to incorporate these wholesome foods into your daily routine.

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