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Tag: LT Foods

  • LT Foods signs Shah Rukh Khan to endorse Daawat rice

    LT Foods signs Shah Rukh Khan to endorse Daawat rice

    MUMBAI: It’s cooked up an endorsement agreement with the badshah of Indian cinema – Shah rukh Khan. As part of this, SRK will represent its premium basmati rice brand, Daawat. Sources told indiantelevision.com that the agreement is for three years, and is valued at about Rs 35 crore. No confirmation was coming from LT Foods or SRK’s management team. 

    The marriage  is a match made in culinary heaven – one of Indian cinema’s finest actors and stars teaming up with one of the world’s finest basmati brands.

    In true superstar fashion, Khan expressed his enthusiasm for the partnership, declaring, “I’m delighted to join hands with aawat Their passion and commitment to excellence mirror my own, inspiring people to bring out their finest—be it in performances or on their plates.”

    LT Foods’ managing director & CEO Ashwani Arora, was equally effusive, calling Daawat  more than just a brand, but a purveyor of “moments of joy and togetherness.” With a flair for the theatrical, he added, “Shah Rukh Khan, being the finest global actor, embodies excellence—making him the ideal choice to represent Daawat. Together, we celebrate the art of bringing out your finest.” 

    LT Foods Ltd. is a global fast moving consumer goods (FMCG) powerhouse, specialising in high-quality rice and rice-based foods for over 70 years. With a presence in more than 80 countries, including India, the U.S., the UK, Europe, the Middle East, and beyond, LT Foods is on a mission to fill dinner tables—and stomachs—around the world.

    Its flagship brands include Daawat a staple in Indian kitchens, and Royal, North America’s best-loved basmati brand. Not content with just ruling the rice world, LT Foods is also diving into the future of food, catering to millennials with organic offerings and supplying top businesses with high-quality ingredients.

    With a revenue of around Rs. 7,822 crore as of FY’24, LT Foods has a ‘farm to fork’ approach, ensuring its rice travels in style—from well-entrenched distribution networks and automated processing units in India, the US, and Europe, to over 1,400 distributors worldwide.

     

  • LT Foods’ Daawat launches new TVC to celebrate Biryani in Eid

    LT Foods’ Daawat launches new TVC to celebrate Biryani in Eid

    Mumbai: Consumer foods company LT Foods’ flagship brand Daawat has launched a new communication to celebrate ‘Biryani’ in Eid.

    The new Eid TVC aims at positioning Daawat Biryani as one of the most integral and coveted food especially during the festival times to welcome families & friends at home, said the brand in a statement.

    Speaking on the occasion, CEO India and Far East business Ritesh Arora said, “Daawat takes special pride in being an integral part of the festive cheer. No celebrations can ever be complete without Daawat Basmati.  The new TVC coupled with the introduction of Festive Feast pack enables delightful celebration of Eid.”

    As a first of its kind initiative for the festival of Eid, LT Foods is introducing a ‘festive feast pack’ of 1.5 kg of Daawat Biryani Basmati that shall be bundled with half kg of dates. This unique initiative aims at greeting & rewarding the discerning Daawat consumers on the occasion of Eid, according to the statement.

    The new TVC opens to a traditionally dressed woman walking towards the kitchen in a house where the celebration of the Eid has started. She is talking to the camera about how all their relatives, office colleagues and her full society have been waiting for the Biryani for the last one year. “Eid par biryani ka intezaar, mere aur inke rishtedaar.” Discerning for perfection, she adjusts the dastarkhan being laid by her husband to align it for the Eid feast. She reaffirms that when it is about the happiness of so many people, then the Biryani has to be extra special, made only with Daawat.

  • LT Foods names K Ganapathy Subramaniam as marketing head

    LT Foods names K Ganapathy Subramaniam as marketing head

    Mumbai: Consumer food company LT Foods has announced the appointment of K Ganapathy Subramaniam as head of marketing. He will be responsible for developing and implementing branding and marketing strategies to strengthen LT Foods’ brands in India, the company said.

    Subramaniam brings with him a diverse experience of over 17 years across FMCG categories. He has a master’s in business administration from IMT Ghaziabad. Prior to this, he was associated with Dabur India as DGM – innovation. At Dabur India, he was responsible for spearheading innovation to ensure a steady pipeline of new products for the company’s business growth across categories of interest. He led the launch of Dabur Sanitise Range of personal and household sanitising products, the company’s foray into staples, and the launch of Dabur Vatika Face wash.

    At LT Foods, Subramaniam will anchor the marketing function by providing strategic leadership across all aspects of marketing including brand equity and portfolio management, innovation and new product development, and media and communication along with route to market programs. His key strengths lie in handling portfolios of complexity and scale, launching new products with a sharp focus on consumers, and introducing processes to deliver marketing excellence, said the statement. 

    “We are happy to have onboard Subramaniam as head of marketing. As LT Foods continues to strengthen & diversify its food products offerings in the Indian market, we look forward to gaining immensely from his rich experience in the FMCG domain,” said MD and CEO LT Foods Ashwani Kumar Arora. “His addition to the LT Foods family shall be valuable in taking forward our growth & innovation mindset. It will help in setting new benchmarks in delighting our consumers.”

    “I am thrilled to join the LT Foods team at this exciting time when the organisation is scaling up its innovation & band marketing initiatives. I look forward to adding further momentum and resilience to the marketing function at LT Foods,” added Subramaniam.

  • LT Foods appoints Amit Mehta as head of convenience & health food biz

    LT Foods appoints Amit Mehta as head of convenience & health food biz

    Mumbai: LT Foods announced the appointment of Amit Mehta as the head of the convenience and health food business for the 70-year-old consumer food company. Mehta’s key responsibilities will include formulating and implementing new product winning strategies and expanding LT Foods’s presence in convenience and health food segments, the company said in a statement.

    An influential leader with more than two decades of experience in driving growth for consumer-centric businesses, Mehta has an enviable track record of spearheading initiatives to achieve strong business results through process and project management approach in different industries.

    “LT Foods has diversified its product portfolio with new offerings in convenience and health food segment riding on consumer trends and by leveraging the strong brand equity and robust distribution network of its flagship brands ‘Daawat,’ ‘Royal,’ ‘Devaaya,’ and ‘Kari Kari’ globally,” said LT Foods managing director & CEO Ashwani Kumar Arora. “New products and innovation are critical to our long-term growth and to further improve profitability. In this regard, Amit with his unique blend of experience in finance, operations (setting up new businesses and restructuring), and business expertise will expedite our such initiatives to scale & enhance profitability.”

    Prior to joining LT Foods, Mehta was the managing director of Kohinoor Specialty Foods India Pvt Ltd (subsidiary of McCormick & Co Inc), where he played a key role in transforming the business with a vision to build a consumer-focused food business by launching various new products under Spice and convenient categories in India and for export markets. Mehta led the reinvigoration of the brand and built a strong focus on the e-commerce business.

    In his career spanning over two decades, he has led various strategic initiatives i.e. setting up infrastructure for supply chain network, manufacturing facility upgrade & turnaround, effective go-to-market strategies, innovation, and talent development, said the company in a statement. In the past, he has also worked with other reputed companies such as Kodak India, Narang Group, PricewaterhouseCoopers India, and Ernst & Young India.

    “I am excited to be part of LT Group, which is fast-growing and emerging Indian multi-national food company, in their pursuit to build and scale up food business in convenience and health segment, in and outside India, leveraging the strong foundation of its existing consumer rice business,” said Amit Mehta.

  • LT Foods launches new campaign for Daawat

    LT Foods launches new campaign for Daawat

    Mumbai: Daawat, the flagship brand of 70-year-old consumer food company LT Foods has launched a new campaign to extend its ‘Banega Toh Farq Dikhega’ proposition. The campaign will be launched pan India across major TV channels, digital, social media, and OTT platforms.

    The TVC, featuring actors Paresh Rawal and Hussain Dalal, showcases the finely curated four-step process of ‘Chunkar, Bachakar, Sambhaalkar and Sajaakar’ (fine picking, careful securing, meticulous ageing, and presentation) which is undertaken before Daawat reaches the consumer.

    The ad-film captures the banter between a seasoned Daawat food inspector played by Rawal and his immature protégé, Dalal. The interaction happens during the process of creating the brand.

    Speaking on the launch of the new campaign, LT Foods Ltd, managing director and CEO, Ashwani Kumar Arora said, “Consumers today exhibit a high degree of discernibility and consciousness in their consumption choices. The new Daawat campaign by LT Foods not only furthers the proposition of ‘Banega Toh Farq Dikhega’ but also showcases the special care and effort the company takes through a four-stage curation process.”

    “Brand communication over the years has evolved keeping pace with changing consumer aspirations and tastes. The extension of ‘Banega Toh Farq Dikhega’ campaign demonstrates the consistent effort taken by the Company to curate the best in category product,” added LT Foods Ltd, CEO India and Far East business, Ritesh Arora.

  • Lowe Lintas help spread love for LT Food

    Lowe Lintas help spread love for LT Food

    MUMBAI: LT Foods, a processor and exporter of packaged basmati rice and an upcoming FMCG company, has unveiled a new television commercial with actor Amitabh Bachchan for its flagship brand, Daawat.

     

    The new campaign is conceputalised by Lowe Lintas. The TVC titled “Pyaar ki Special Bhasha” brings to life the unique Indian way of expressing the love through the food we serve and eat and how this expression is incomplete without the finest basmati rice, Daawat.

     

    On the commercial, Lowe Lintas chief creative officer and chairman R Balki says, “Rice being at the centre of our food shoulders the responsibility of this expression of love. Daawat is the finest Basmati…the finest vehicle for this expression. Thus, the concept of ‘pyaar ki special bhasha’ and who better than Amitabh Bachchan to remind us about our expression of love through food which he does with his inimitable touch of humor.”

     

    In  a  fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, brief was to develop a campaign  which  connects  to  the  heart  of  the  consumers and make them experience  the fulfillment that comes from cooking, serving and eating the finest basmati rice.

     

    Speaking about the TVC, LT Foods CEO Vivek Chandra says, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”

     

    The TVC is director by Shoojit Sircar and is a pan India campaign. “We will be taking leading TV channels across multiple genres like GECs, movie channels etc. to promote the campaign. A 360 approach will be developed to communicate to our target audience through relevant media vehicles that they are exposed to,” informs Chandra.

  • Pickle Lintas bags creative mandate of Daawat

    Pickle Lintas bags creative mandate of Daawat

    MUMBAI: LT Foods, producer of Basmati Rice under the flagship brand of Daawat, has awarded its creative duties to Pickle Lintas.
     
    LT Foods didn’t have any creative partner as yet.

    No official pitch was called for the account. According to sources close to the development, the company aims to promote the brand aggressively through traditional media, besides digital platforms.
     
    The company has recently launched four new variants of basmati rice – Daawat Biryani Basmati Rice, Daawat Traditional Basmati Rice, Daawat Super Basmati Rice and Daawat Pulav Basmati Rice.