New Delhi,10th March, 2026: KRBL Limited, a global leader in the food industry and the parent company of the World’s No.1 Basmati Rice Brand, India Gate Basmati Rice, has launched its new campaign, #NotYourBiryani, this International Women’s Day. With this initiative, the brand takes a resolute stand against everyday language that disguises objectification as praise. Words like ‘Hot,’ ‘Spicy,’ and ‘Sizzling’ are no longer exclusive to the kitchen, used so carefreely to describe women that their original culinary meaning now seems almost secondary.
The core of the campaign is the viral #NotYourBiryani Menu Card. Designed like a restaurant menu, it places these words firmly back in their rightful setting. ‘Spicy’ is a flavour that brings heat to a dish, not a passing remark. ‘Hot’ refers to temperature or taste, not a comment on their appearance. ‘Sizzling’ celebrates layered flavour, not a person’s identity. The visual is simple, striking, and impossible to ignore. These words belong on our plates, not in the way we speak about women.
Online, the campaign gains momentum through voices that resonate with young audiences, including Nayab Midha, Ayesha Khan and Harshita Gupta, supported by hundreds of nano influencers who share their own stories with #NotYourBiryani. Real-time brand conversations keep the tone sharp and relevant. Furthermore, on Women’s Day, a Vox Pop takes the conversation straight to the public. The message also extends offline with bold billboards. The campaign culminates in a powerful reminder: she’s a woman, not your biryani. The words used to describe flavour, heat and spice belong on a plate, not as labels that reduce women to something meant for commentary or consumption.
Commenting on the campaign, Kunal Sharma, Vice President – Marketing and Organised Trade, KRBL Limited, said, “As a trusted kitchen staples partner of India, we recognise the central role that women play in shaping the community and culture, and how connection to food is woven into the social fabric of the country. At India Gate, this belief is reflected in our core philosophy, the Taste of Indian Values, which celebrates respect, dignity, and the cultural principles that bind households together. With #NotYourBiryani, we wanted to gently but firmly put certain words back where they belong. The idea is not to shame, but to spark reflection. Respect begins with everyday language, and as a household brand, we believe it is our responsibility to use our voice to challenge what has been normalised for far too long.”
India Gate has long been part of everyday meals across India. With that presence comes responsibility. #NotYourBiryani is more than a campaign. It is a cultural wave aimed at young, socially active audiences who shape conversations online and offline. With #NotYourBiryani, India Gate turns a familiar phrase into a powerful reminder. The language we use matters. Spice is for food. Respect is for people.
