National, October 15, 2026: AWL Agri Business Ltd. (formerly Adani Wilmar Limited), under its premium Kohinoor Basmati Rice portfolio, is taking its celebration of Gujarati culture from music to movement with the #NavratriKuchhKhaas hook-step challenge. Building on its musical collaboration with celebrated Gujarati singer Aditya Gadhvi, the initiative invites audiences to recreate the signature hook step and put their own spin on the celebrations during Navratri
Commenting on the initiative, Jignesh Shah, Head – Media & Digital, AWL Agri Business Ltd., said, “At Kohinoor Rice, we believe that food and shared experiences are at the heart of every celebration. Navratri, with its blend of music, dance and traditions, embodies this spirit of togetherness. Our collaboration with Aditya Gadhvi seeks to bring this festive spirit to life in a way that it is culturally relevant and engaging for today’s audiences while honouring the festival’s cultural roots. Through #NavratriKuchhKhaas, we invite people to join the celebration, express their creativity and make their Navratri celebratory moments even more special.”
Navratri holds a special place in Gujarat’s cultural calendar, bringing families, friends and communities together through nine nights of music, garba and festivities. Against this cultural backdrop, Kohinoor Rice aims to move beyond conventional brand communication by creating opportunities for consumers to actively participate in the nine-nights of dance and music festival. Aditya Gadhvi brings cultural authenticity to the collaboration as he is known for his distinctive voice and contemporary interpretation of Gujarati folk music.
To amplify the initiative, Kohinoor Rice is partnering with leading choreographers, dance studios, digital content creators and Navratri events across Gujarat. These partnerships will help take the campaign across digital and on-ground platforms, popularising the signature hook-step and encouraging garba enthusiasts to put their own spin on it.
With this initiative, Kohinoor Rice continues to strengthen its connection with consumers by celebrating cultural occasions that are deeply rooted in their lives. By bringing together the appeal of Gujarati folk music and the interactive format of social media challenges, the brand seeks to create memorable festive experiences and cultivate meaningful consumer engagement.
Audiences can watch the music video, recreate the signature hook-step and share their videos on social media using #NavratriKuchhKhaas to participate in the challenge.
Watch the music video: https://youtu.be/rkO7wV5xT1c
Watch influencer videos:
https://www.instagram.com/p/DecHMlCCBcr/
https://www.instagram.com/p/DeWz2zaMF5L/
About AWL Agri Business Ltd. (formerly known as Adani Wilmar Ltd.)
AWL Agri Business Ltd. (formerly Adani Wilmar Limited) is one of India’s largest Food & FMCG companies, offering a diverse portfolio of essential kitchen staples, including edible oils, wheat flour, rice, pulses, and sugar. AWL through its brands, including flagship brand – Fortune, commands the trust of more than 135 million households, reaching to every 1 in 3 Indian families. With nearly 100 manufacturing facilities across 11 states, including India’s largest single-location refinery in Mundra (5,000 tons per day capacity), AWL ensures seamless production and distribution across the country. Its extensive supply chain, supported by 118 stock points, over 10,000 distributors and sub-distributors, along with a retail network of 2.6 million outlets, guarantees widespread accessibility across urban and rural India.
Beyond serving retail consumers, AWL also caters the HoReCa and institutional consumers, with staple food products, specialized bakery and Lauric fats, Castor Oil derivatives, Oleochemicals, and value-added Soya products. Its advanced castor oil facilities produce pharmaceutical-grade, and low-moisture castor oil, catering to global markets. Additionally, AWL has expanded into the Home & Personal Care (HPC) segment, offering soaps, handwashes, and multipurpose cleaners, further strengthening its product offerings.
