India Gate Basmati Rice and Eat Right India Launch Nationwide Campaign: ‘Basmati Rice No Compromise’

New Delhi, August 14, 2023

In a pioneering move towards promoting healthier eating habits and enhancing food safety awareness, KRBL Limited’s India Gate Basmati Rice, the renowned World’s No.1 Basmati Rice brand, has partnered with the Eat Right India initiative, under the auspices of the Food Safety and Standards Authority of India (FSSAI), to launch the nationwide ‘Basmati Rice No Compromise’ public interest education and awareness initiative. The launch event took place in the national capital today, with India Gate Basmati Rice taking the lead in advocating balanced nutrition and raising widespread awareness about the recently released FSSAI regulations on identity standards for Basmati Rice.

As of August 1, 2023, the regulations have come into effect, and India Gate Basmati Rice is championing this initiative, aimed at fostering a culture of informed and conscious consumption among consumers across India. This campaign also serves as a platform to educate the public about the new standards for Basmati Rice set forth by the FSSAI.

The inaugural ‘Basmati Rice No Compromise’ Conclave commenced in New Delhi and was graced by the presence of Dr. Harinder Singh Oberoi, Advisor, Standards, FSSAI. This conclave will embark on a nationwide journey, covering cities such as Chandigarh, Kolkata, Lucknow, Hyderabad, Chennai, Ahmedabad, Bhopal, Jaipur, and concluding in Mumbai.

Dr. Harinder Singh Oberoi of FSSAI praised the initiative, stating, “FSSAI has always made efforts to protect consumer interests by formulating standards, enforcing compliance, and guiding the industry toward improved standards as part of the Eat Right campaign. This multi-city awareness campaign, in collaboration with KRBL, will not only educate consumers but also institutional buyers such as restaurants and hotels.”

Shri Kamala Vardhana Rao, CEO of FSSAI, applauded KRBL’s efforts in educating customers about the latest FSSAI regulations and emphasized the need for more such events to raise consumer awareness and safeguard the nation’s health.

Anil Mittal, Chairman and Managing Director of KRBL Limited, a stalwart of the Basmati Rice industry, emphasized the responsibility to ensure that consumers understand the significance of purity, quality standards, and the distinction between Basmati rice and other varieties. He expressed hope that these discussions would empower consumers and trade partners to make informed decisions for a safe and healthy lifestyle.

The Conclave also brought together distinguished experts, industry stakeholders, retailers, and consumers to deliberate on preserving the authenticity, quality, and sustainability of Basmati rice—a symbol of Indian culinary heritage. The panelists included Dr. Harinder Singh Oberoi, Advisor, Standards, FSSAI; Anil Kumar Mittal, Chairman and Managing Director, KRBL Limited; Dr. Komal Chauhan, Head of Department, NIFTEM; Vinod Kaul, Executive Director, All India Rice Association of India; and Dr. Gopala Krishnan S, Principal Scientist ICAR-IARI.

With its comprehensive approach, the conclave aims to unite diverse perspectives and create a shared vision for a thriving and responsible Basmati rice industry. A special experiential session was conducted by Chef Dr. Manjit Gil, President of the Indian Federation of Culinary Associations and former Corporate Chef at ITC Hotels. Chef Gill, recipient of the Ministry of Tourism’s Lifetime Achievement Award, has catered to eminent personalities like former American Presidents Barack Obama, Bill Clinton, George Bush, and various international leaders.

The ‘Eat Right’ initiative, pioneered by FSSAI, endeavors to encourage individuals to make informed food choices and adopt healthier lifestyles. India Gate Basmati Rice’s collaboration with FSSAI demonstrates its active support for this essential initiative, aligning with FSSAI’s mission of ensuring food safety and promoting nutritious diets.

In unity with the shared objective of guiding consumers toward informed food choices, India Gate Basmati Rice and FSSAI will jointly educate consumers about the new Basmati rice standards, thereby safeguarding consumer interests and ensuring transparency in the market. Renowned for its distinctive aroma, flavor, and long grains, Basmati rice is a preferred choice for those seeking wholesome and delectable meal options.

This collaboration will encompass a range of awareness campaigns, digital outreach programs, and educational initiatives to empower consumers with knowledge that facilitates informed dietary decisions. Furthermore, both India Gate Basmati Rice and FSSAI will actively engage with key stakeholders, including nutritionists, dieticians, and health experts, to disseminate credible information on healthy eating practices. Together, they strive to create a healthier and more informed society.