India Gate Basmati Rice, the flagship brand of KRBL, has launched the latest chapter of its Grains of Hope initiative with ‘The Nutrition Prayer’, a multilingual campaign aimed at improving nutritional literacy among children, parents and caregivers.
Building on its efforts to address child hunger, the initiative expands its focus towards awareness around balanced nutrition and healthier eating habits. In partnership with Teach India, the campaign reached over 25,000 schools and 60 lakh children, while also distributing essentials such as stationery and lunch boxes.
The Nutrition Prayer uses simple language and music to highlight the importance of proteins, carbohydrates, vitamins and minerals, with Swanand Kirkire lending his voice to the initiative. The campaign also features influencer participation, a 360-degree outreach and an AI-led activation, ‘Make the Prayer Yours’, allowing consumers to personalise and participate in the movement.
Commenting on the initiative, Kunal Sharma, Vice President – Marketing and Organized Trade, KRBL Ltd, said, “As a food company, India Gate has always believed that addressing hunger begins with access to nutritious food. Through Grains of Hope, we have been working to support children in need, and this year, we are extending that commitment by taking the conversation beyond food to create greater awareness around the importance of balanced nutrition. This year, we wanted to take that commitment a step further by making nutrition education simple, memorable and accessible. The Nutrition Prayer uses the power of a melody that generations of Indians know and connect with, transforming an important lesson into something children can carry with them every day. Because a lesson sung every day can become a lesson for life. Through this initiative, we hope to inspire healthier eating habits while continuing our commitment to helping children move towards a future free from hunger.”
