Organic Tattva, India’s leading organic food brand, has announced Kareena Kapoor Khan as the new face of its pulses and rice category. With her pledge to “switch to purity,” the Bollywood superstar champions mindful food choices.

Kareena, celebrated for her effortless style and modern motherhood, champions mindful living through every role she plays. Her belief in purity and wellness choices makes her association with Organic Tattva a natural and powerful association, the company said in a press release.

Kareena said, “I’ve grown up loving dal-chawal, khichdi and biryani. They are more than just comfort food, they’re a part of who I am. And if my love for these dishes is so pure, they deserve the purest ingredients too. As a mother, every choice I make, especially when it comes to food, comes from a place of care and responsibility.

Organic Tattva stands for everything I believe in: purity, safety and trust. That’s why I’ve embraced a healthier, organic lifestyle. And I hope more families make that switch too, for a future that’s guilt-free and truly nourishing.”

Kriti Mehrotra (in the picture), Co-Founder of Organic Tattva, added, “When someone like Kareena, a mother, an icon and a symbol of thoughtful living, chooses to believe in us, it’s not just an endorsement, it’s a shared purpose. Staples, like pulses and rice, are the quiet strength behind millions of meals each day…serving them pure is all that we wish to strive towards. Through this partnership, we want to make purity a daily habit, and not just an aspiration.”

This impactful collaboration was brought to life by Maximus Collabs, the official agency on record for Organic Tattva.

“This is more than just a campaign. It’s a value alignment. Kareena is a mother millions trust, and Organic Tattva is a brand families rely on for trustworthy, pure food. Our job was to get the best of both these worlds to the consumers and inspire a shift towards mindful eating. At Maximus, we approached this as a purpose-driven partnership, one that resonates emotionally and culturally with consumers,” said Manisha Singh, Founder – Maximus Collabs.