MAM
Daawat stirs the pot as ‘Rice Your Awareness’ takes India by storm
MUMBAI: India is having a rice renaissance, and Daawat wants you to take the first bite. LT Foods, the global FMCG major behind Daawat, has launched ‘Rice Your Awareness’, a four-week nationwide initiative urging Indians to rethink everything they assume about rice starting with a month-long challenge that’s already turning into a social media movement.
At the heart of the campaign lies #OnlyRiceNovember, a conscious-consumption challenge that encourages people to commit to mindful eating by exploring Basmati’s nutritional benefits. Participants who sign up through Daawat’s dedicated portal get access to expert-curated meal plans crafted by leading nutritionists, aimed at showcasing how rice can fuel energy, support gut health, and boost overall well-being without the myths that often surround it.
The movement has struck a surprisingly emotional chord. On the very day the challenge launched, over 10,000 people signed up, turning what began as a nutrition-forward experiment into a fast-growing community moment. Users earn digital achievement badges, track their progress, and share daily updates transforming mindful eating into a shared lifestyle shift.
More than 500 nutrition-focused influencers and popular fitness creators have jumped on the challenge, amplifying the conversation across platforms. Actor Neha Dhupia was among the first to take the pledge, nudging fans to ditch the guilt and embrace rice with awareness, not apprehension.
LT Foods CEO for India business & Far East Ritesh Arora said the movement is overdue, “It’s time to celebrate the truth about rice, especially Basmati. A staple that has nourished generations continues to be central to balanced, healthy living. ‘Rice Your Awareness’ is more than an initiative, it’s a movement.”
Daawat chief marketing officer K. Ganapathy Subramaniam added that has long championed meaningful food conversations, “From World Biryani Day to product innovations, Daawat has led the way. This initiative brings together experts and consumers to highlight Basmati’s nutritional relevance in everyday well-being.”
India’s food culture is in the middle of a strange identity crisis, one where rice is often unfairly villainised, despite its millennia-long role in nourishment. LT Foods uses this moment to counter misinformation with science-backed guidance, personalised meal plans and a nationwide chorus of wellness voices.
And the approach is working. What began as a pledge is becoming a month-long cultural movement, one that reframes rice not as a dietary compromise, but as a wholesome, versatile, modern-day staple especially when eaten mindfully.
With thousands still joining the challenge, #OnlyRiceNovember is shaping up to be a deliciously disruptive celebration of India’s most-loved grain.
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.
