MAM
LT Foods expands its portfolio, rolls out TVC for rice brand ‘Daawat Sehat’
Mumbai: Consumer food company LT Foods has expanded its product portfolio in the health segment with ‘Daawat Sehat’ – a fortified everyday Basmati rice. To market this product in India, the company on Thursday launched a new TVC in a bid to leverage the brand equity and distribution network of its flagship brand ‘Daawat’.
After the initial launch with a digital campaign across news portals and social media platforms, the brand is now planning to reach a wider audience with this TVC.
Highlighting the brand’s nutritional and health benefits, the TVC showcases how a bowl of ‘Daawat Sehat’ provides the requisite nutrition especially to the kids, who are fussy about eating healthy food. The brand is popularly termed ‘Poshan Waala Chawal’ (Nutritious Rice).
Speaking on the Campaign, LT Foods’ MD & CEO, Ashwani Kumar Arora said, “The Government has been implementing food fortification on a large scale and it has been identified as one of the key strategies to achieve the target of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’. During recent budget as well, Government has restated the importance of food-fortification through rice, which happens to be one of the key staple-foods of the 65% of the Indian population which reaches the most vulnerable and poorer section through programmes like Mid-Day Meal, Integrated Child Development Services, and Public Distribution System.”
“Keeping in mind the overall agenda of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’, LT Foods has launched ‘Daawat Sehat’, the fortified everyday Basmati rice which stands for health and nutrition,” he added.
LT Foods’ head – India business, Ritesh Arora added, “Daawat Sehat was launched last year and it was very well received by the consumers who were looking for healthier options during the current times. The campaign that was launched last year on the digital platform talks about the nutritional benefits of fortified rice and how “Daawat Sehat” provides a solution in this regard to keep themselves and their family healthy. The launch of this TVC will tap a larger audience and further strengthen and increase the awareness of Daawat Sehat, the fortified rice.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
