Mumbai, India Mar 20th: Organic Tattva, one of India’s leading organic food brands, has unveiled its latest campaign featuring brand ambassador Kareena Kapoor Khan. At the heart of the campaign is the concept of Shuddhasana – the belief that true wellness begins with the purity of what we eat.
While yoga and fitness routines have become an integral part of modern lifestyles, the campaign reminds audiences that good health is a balance of mindful exercise and pure, nourishing food. Through this message, Organic Tattva aims to encourage Indian households to rethink wellness not just as time spent on a yoga mat, but also as the everyday choices made in the kitchen.
Kareena Kapoor Khan, brand face for Organic Tattva Rice and Pulses range said: “For me, wellness has always been about balance. A daily dose of yoga keeps me centered, but what truly completes it is the food I eat. I love simple, home-cooked meals like dal chawal, khichdi and even the occasional indulgence like biryani. Knowing that the ingredients I cook with are pure and organic gives me peace of mind for my family. That’s why I trust Organic Tattva. It’s about making small, mindful choices every day that lead to a healthier and happier life.”
The film builds on the idea that popular yoga postures such as Padmasana and Tadasana may strengthen the body, but they remain incomplete without Shuddhasana – the practice of eating food that is clean, organic and free from harmful chemicals.
As a mother and a strong advocate for balanced living, Kareena Kapoor Khan highlights how simple lifestyle habits, regular yoga and wholesome home-cooked meals play a crucial role in maintaining health and wellbeing.
The campaign also showcases Organic Tattva’s industry-leading QR code based traceability system, enabling consumers to scan product packs and instantly access detailed test reports and quality data. This initiative reinforces the brand’s commitment to transparency, authenticity and informed food choices.
Rohit Mehrotra, CEO, Organic Tattva, said: “Eating pure and organic is not just a concept, it’s a lifestyle choice. At Organic Tattva, we believe that true wellness comes from the right balance of good food and an active lifestyle. Through the idea of Shuddhasana, we want to inspire Indian households to consciously choose purity, transparency and organic ingredients in their everyday meals.”
With the powerful message, “Switch to Purity. Switch to Organic Tattva,” the campaign speaks directly to modern Indian families especially mothers who seek uncompromised safety and purity in the food they serve their loved ones.
With this campaign, Organic Tattva and Kareena Kapoor Khan hope to inspire millions of Indians to adopt ‘Shuddhasana’, where pure food and mindful movement come together to create a truly holistic approach to health.
