LT Foods expands its portfolio, rolls out a TVC for its Fortified Rice Brand - ‘Daawat Sehat'

The Company is leveraging the brand equity and distribution network of its flagship brand “Daawat” to market this product in India.

Jul 15, 2021 03:07 IST India Infoline News Service

LT Foods
LT Foods has expanded its product portfolio in the health segment with “Daawat Sehat” – a fortified everyday Basmati rice, fortified with iron and vitamin which has been very well accepted by the consumers.

In its regulatory filing, the Company is leveraging the brand equity and distribution network of its flagship brand “Daawat” to market this product in India. A Television Campaign (TVC) has been launched for Daawat Sehat, which highlights the nutritional benefits and how it builds immunity to keep the family healthy.

The brand is popularly termed as ‘Poshan Waala Chawal’.

Managing Director & CEO LT Foods Limited, Mr. 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."

He further added, “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.”

Ritesh Arora, Head – India Business, LT Foods said, “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.”

LT Foods’ Daawat Sehat, fortified everyday Basmati is available across the country at all major outlets including channels like Modern trade, General trade and Ecommerce. The initial launch, which was during the lockdown, was supported by a digital campaign across news portals and social media platforms like Facebook and Instagram. The digital campaign was extremely successful and garnered more than a million views. The brand is now planning to reach a wider audience with this TVC.

At around 3.24 PM, LT Foods was trading at Rs79.45 per piece down by 0.8% on Sensex. 

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