LT Foods Ltd, a billion-dollar global FMCG player in the consumer food space, has launched a new premium organic range under its flagship DAAWAT brand, titled “DAAWAT I’m Organic”, strengthening its focus on transparency, authenticity and responsible sourcing.
Aimed at increasingly conscious consumers, the new range places traceability at the centre of the product experience, allowing buyers to access detailed information about the origin and journey of their food with a simple QR code scan.
The DAAWAT I’m Organic portfolio debuts with two variants—Organic Basmati Rice and Organic Sona Masoori Rice—catering to two of India’s most widely consumed rice segments. The range is anchored in the brand’s promise of “true. tested. traceable.” and goes beyond conventional organic labelling by offering end-to-end visibility from farm to fork.
For the first time, DAAWAT has introduced an immersive QR-based traceability feature, with the code placed prominently on the front of the pack. Scanning the code provides consumers access to geo-tagged cultivation locations, land testing data, batch-wise certifications, processing methods, storage conditions and final packaging details, offering a high level of transparency in the organic food category.
The rice is vacuum-packed to preserve freshness, purity and shelf life, ensuring product quality remains intact until consumption. The range is backed by a comprehensive set of Indian and global organic certifications, including USDA Organic, India Organic, OneCert, Jaivik Bharat and ADITI, reinforcing its credibility and trust quotient.
Commenting on the launch, Ritesh Arora, CEO – India Business & Far East, LT Foods Ltd, said organic food at LT Foods is about integrity across the entire value chain rather than being driven by trends. He noted that organic products currently contribute around 11 per cent of the company’s global revenue, and that DAAWAT is playing a key role in expanding the category in India through premium rice offerings with verifiable claims and transparent sourcing.
K. Ganapathy Subramaniam, Chief Marketing Officer, LT Foods Ltd, said consumers today want to understand the journey of their food, not just read labels. He added that DAAWAT I’m Organic has been created to meet this expectation by delivering food in its most natural and authentic form.
The new DAAWAT I’m Organic range will be available across leading e-commerce and quick-commerce platforms, marking another step in LT Foods’ efforts to redefine trust and transparency in India’s growing organic food market.