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Best Foods launches campaign to dispel myths on rice backed by research
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Ashwani Maindola, New Delhi
March 28 , 2015
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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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