New Delhi, August 18, 2025: KRBL Limited, parent to India Gate Basmati Rice, the World’s No.1 Basmati Rice Brand, has launched the latest edition of its annual Grains of Hope campaign, a nationwide movement dedicated to raising awareness and action against childhood hunger, championing the cause of #FreedomFromHunger. Timed with India’s Independence Day celebrations, this year’s campaign carries a poignant message: true freedom is only realised when no child goes to bed hungry.
The centrepiece of this year’s initiative was an experiential fine-dining event in a high-end restaurant, where invited guests, including renowned food critics, influencers, CEOs, and industry leaders, were served Hungerware Collection Plates designed with missing portions that reflected real hunger statistics in India. Each plate featured a scannable QR code that unlocked a video message, moving guests from awareness to action.
The campaign is amplified with the support of personalities from diverse fields, including Gautam Gambhir, Remo D’Souza, Mandira Bedi, PR Sreejesh, Amrita Raichand, and Jasleen Royal, reinforcing the message that when children are nourished, their dreams know no boundaries. In addition, KRBL has partnered with Sony YAY! to take Grains of Hope to 50 schools across Delhi NCR, Mumbai, and Bangalore, using beloved characters Honey and Bunny to inspire children through quizzes, puzzles, and engaging activities. Every share of the campaign video on the microsite translates into one meal provided to a child in need, turning awareness into direct impact.
Speaking on the initiative, Kunal Sharma, Head of Marketing & Business Head, Modern Trade and E-commerce, KRBL Limited, said: Every Independence Day reminds us that freedom feels incomplete when even one child goes to bed hungry. That belief is what gave birth to Grains of Hope initiative, which has grown from a humble idea into a mission that gathers strength every year. This year, we wanted people to truly feel the weight of the problem, so we designed a fine-dining social experiment using ‘Hungerware Collection’ – plates’ with missing portions that quietly told the story of millions of kids missing meals. It was a simple but powerful way to make people pause, reflect, and act.”
“With a 360-degree campaign amplifying this message across platforms, we are taking Grains of Hope to a scale where awareness translates into responsibility. At KRBL, we believe food is not just about sustenance it is about nurturing dreams, and our commitment is to ensure no child’s aspirations are ever limited by an empty plate.”
With a blend of design, dialogue, and purpose, Grains of Hope transforms a staple part of life into a symbol of care, community, and collective responsibility. This Independence Day, KRBL invites everyone to be part of the movement and help bring hope back on the table.
