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Best Foods launches campaign to dispel myths on rice backed by research
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Saturday, 28 March, 2015, 08 : 00 AM [IST]
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Ashwani Maindola, New Delhi
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fiogf49gjkf0d Best Foods Ltd, a leading basmati rice company in India, on Thursday, hosted an interactive session with nutritionist Kavita Devgan in order to dispel myths on rice through its campaign “I love best rice.” A similar initiative was hosted in Kolkata and Hyderabad recently with nutritionists Hena Nafis and Dr Janki B.
The campaign, which is being planned across key metros in India, is supported by research findings of TNS Global Research Consultancy, a top research agency. TNS had collated critical data from consumers in key metros on a host of parameters – perception, preference, purchase, price et al, to understand the beliefs & attitude towards rice as a category.
The research reveals that while southern part of India tops in consumption of rice, in the northern part including city-state Delhi, rice eating is an occasional happening - once in every three days. Further working women prefer rice cooking more than housewives.
Embarking on the new initiative, Dr Aayushman Gupta, chief executive officer, Best Foods Ltd, remarked, “We, at Best, strongly feel that white rice is a benign fuel source for the body. Hence, it is imperative that we would need to play a pivotal role in addressing this issue to consumers at large who are grappling with the ‘goodness’ of rice at some point or the other. The objective was to bring focus to the category yet again and share some interesting facts on rice to consumers and make them fans of rice. Hence, we commissioned TNS which has most comprehensively and extensively covered all issues pertaining to rice on various parameters to provide an insight into this category”.
Dr Gupta elaborated, “As thought leaders, Best Foods has been providing insightful information about the category and the brand with a view to engage consumers more holistically. Promoting guilt-free consumption of rice and the love for rice, informing consumers of the health and nutritive benefits of rice has been a passion for us. Hailed now as the ICF-certified (accredited by the apex body of Indian’s most renowned chefs) as best rice brand in the category, we have been setting new milestones. I am confident that these research findings can now assure and motivate consumer to look at rice as not only healthy but more innovatively and incorporate more homogeneously in their diet. White rice is an ancient traditional food and is always hailed as a healthy food. Life on the fast track leaves no time on hand to innovate on foods. Hence we want consumers to explore the versatility of rice as much as they can and incorporate it in all possible ways - as a complete meal, quick snack or an innovative mouth-watering recipe. This campaign is close to my heart and I strongly feel that we will be able to build a huge connect and engage consumers with our brand and category.”
Ruchita Jain, associate project director, TNS Global Research Consultancy, stated, “The rice category has a huge potential and hence we had taken minute details on consumer perceptions and apprehensions. The research was concluded in a span of 2-3 months. First a qualitative research was conducted covering men and women groups across key metros followed by a quantitative research covering a sample of 1,330 women across Delhi, Kolkata, Mumbai, Bangalore and Hyderabad. These women were married, in the age-group of 25-45 years, totally involved in cooking. They fell under socio-economic classes A or B and were all non-rejecters of modern trade. Having conducted a research, both intensive and with all target groups who consume and cook rice, we were able to put together all data.”
Devgan, on her engagement with Best Foods rice, added, “Rice is a grain we have been eating forever; it is eaten across the length and breadth of the country and is relished in multiple forms. Lately though an unwarranted guilt factor seems to have creeped in, under the mistaken belief that rice is unhealthy, and that it is fattening, which is not the case. Its actually overeating that causes fattening. Further one cup rice gives more calories than a chapati. Rice is gluten-free and has carbohydrates, which are very essential for the body. Further the glycemic index is also very low in India’s basmati rice.”
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