Organic Tattva has rolled out a new campaign featuring Kareena Kapoor Khan, centred on the idea of ‘Shuddhasana’—a concept that ties together mindful eating and routine physical activity.
The campaign positions wellness as a combination of exercise and food choices, suggesting that fitness practices alone are incomplete without attention to the quality and purity of ingredients used in daily meals. It highlights common yoga practices while introducing ‘Shuddhasana’ as a complementary habit rooted in consuming organic food.
Kareena Kapoor Khan, brand face for Organic Tattva Rice and Pulses range said: “For me, wellness has always been about balance. A daily dose of yoga keeps me centered, but what truly completes it is the food I eat. I love simple, home-cooked meals like dal chawal, khichdi and even the occasional indulgence like biryani. Knowing that the ingredients I cook with are pure and organic gives me peace of mind for my family. That’s why I trust Organic Tattva. It’s about making small, mindful choices every day that lead to a healthier and happier life.”
The film builds on the idea that yoga postures such as Padmasana and Tadasana contribute to physical fitness, but frames diet as an equally important component of overall health. It also places Kapoor Khan in the role of a working mother advocating balanced living through everyday routines.
The campaign further draws attention to Organic Tattva’s QR code-based traceability system, which allows consumers to access product-specific testing and sourcing details.
Rohit Mehrotra, CEO, Organic Tattva, said: “Eating pure and organic is not just a concept, it’s a lifestyle choice. At Organic Tattva, we believe that true wellness comes from the right balance of good food and an active lifestyle. Through the idea of Shuddhasana, we want to inspire Indian households to consciously choose purity, transparency and organic ingredients in their everyday meals.”
The campaign is aimed at urban households, with a focus on positioning food quality as central to broader lifestyle choices.