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Home » OOH News » India Gate Basmati Rice builds strong brand identity with #UmeedHainHum initiative
India Gate Basmati Rice builds strong brand identity with #UmeedHainHum initiative

By M4G Bureau - June 30, 2020

The brand has reached out to over 140 plus cities, feeding more than 15 million meals since the lockdown was announced

India Gate Basmati Rice, flagship brand by KRBL - the world's largest rice millers has recently launched #UmeedHainHum initiative, aimed at resolving the huge and important task of providing basic meals for all the needy and under privileged across the country in the wake of Covid19 pandemic.

Since lockdown, KRBL has been addressing this issue of hunger serving millions across India. So far, the brand has reached out to over 140 plus cities, feeding more than 15 million meals in the past three months, making it one of the country’s largest food donation drives.

With the world facing an economic slowdown, corporates have a critical role to play, not only by addressing key societal needs, but also by becoming a key contributor in taking care of their local community. “These are difficult times for everyone and as one of the biggest and oldest brand of India, it is our responsibility to give back to the society who have trusted in our products for more than a century and especially to show our support to people in need. This initiative is our thoughtful effort to help people of India and take care of them. We take immense pride in this initiative and believe that through our actions, we deeply associate ourselves with the old Indian values of sharing and caring. Even going forward, we strive to serve India as India Ki Puraani Aadat,” said Ayush Gupta, Business Head- India Gate Basmati Rice. 

Michelin Starred Chef Vikas Khanna and person behind #FeedIndia, said, “#FeedIndia as an initiative has been extremely close to my heart and with partners like India Gate coming together and adding forces makes this journey even more enriching. For a food brand which is a household name to take up this responsibility and be so selflessly involving throughout the campaign throughout has been commendable.”

The campaign #UmeedHainHum with #FeedIndia, is a KRBL’s drive in Mumbai to distribute food and essentials for the city’s very own largest feeding community of the world “The Mumbai Dabbawallas” and to the daily wagers like television staff.

Another landmark support that India Gate took care of was organizing food distribution drive in Vrindavan to help many women living in ashrams and old age homes. The event happened in the Iskcon temple of Vrindavan, distributing 2 lakh meals to these women.

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