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Food and Beverage 17 Apr 2015

Best Foods launches 'I Love Best Rice', a campaign to dispel Myths around rice

Since rice is our staple food, its implications have been generating a lot of buzz such as - its consumption quantity, quality, nutritious content etc.

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Life on the fast track, chasing deadlines, sedentary lifestyle and especially food that are stripped of fiber, there has been considerable debate on key parameters - nutrition, easy-to-cook and convenient to carry.

Since rice is our staple food, its implications have been generating a lot of buzz such as - its consumption quantity, quality, nutritious content etc. The goodness of rice as a staple food is seldom challenged and yet a lot of substantiation through research needs to be conveyed to consumers to position rice as food that is loved, enjoyed and relished.

Riding this wave, Best Foods Ltd, one of the leading basmati rice companies in India,  has hosted an interactive session in New Delhi with reputed nutritionist Kavita Devgan to dispel glaring myths on rice through an innovative campaign 'I love best rice'.

A similar initiative was successfully hosted in Kolkata and Hyderabad recently with renowned nutritionist Hena Nafis and Dr Janki B.

The campaign which is being planned across key metros in India, is supported by the research findings of the renowned TNS Global Research Consultancy, India's top research agency which had collated critical data from consumers in key metros on a host of parameters - perception, preference, purchase and price et al to understand the beliefs and attitude towards rice as a category.

"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 of 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,” said Aayushman Gupta, Chief Executive Officer, Best Foods.

Ruchita Jain, Associate Project Director,  TNS, said, "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 1330 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."

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