The unique multilingual prayer aims to make balanced nutrition simple, memorable and actionable for children and families
NEW DELHI (India CSR): India Gate Basmati Rice, the flagship brand of KRBL Limited, announced the latest chapter of Grains of Hope with the launch of ‘The Nutrition Prayer’, a unique cultural and pan-India initiative designed to promote nutritional literacy among children, parents, caregivers and communities across India.
Building on its commitment to addressing child hunger, this year’s Grains of Hope initiative extended its focus from providing meals to promoting awareness around balanced nutrition and healthy eating habits. In partnership with Teach India, the initiative reached 25,000 schools and 60 lakh children, while engaging students through the Nutrition Prayer and distributing essentials such as stationery and lunch boxes.
At the heart of the initiative was the Grains of Hope Nutrition Prayer, composed to make the fundamentals of nutrition easy to understand and remember. Through simple and accessible language, the prayer highlights the importance of essential building blocks of a balanced diet, including proteins, carbohydrates, vitamins and minerals. Swanand Kirkire lends his voice to the prayer, bringing the message to life through a familiar and emotive musical voice. Consumers were encouraged to listen to and share the prayer with their friends, families and communities, helping amplify its message while creating tangible impact.
1 Share = 1 Nutritious Meal.
Produced in multiple languages, the initiative seeks to reach children and families across diverse regions and communities. The campaign is further strengthened through a strong, digital-first participation featuring influential voices from bollywood, music, mom nutritionists and regional influencers across India, including Manoj Muntashir, Shahid Mallya, Palak Muchhal, Anushree, and Shweta Shah, helping extend the message and its resonance across diverse audiences.
The campaign, through an integrated 360° approach, led to strong impact and participation across audiences and touchpoints. The campaign brought together print and outdoor innovation, mall activations, influencer amplification, digital virality and advocacy, creating multiple avenues for people to discover, experience and participate in the movement.
A key highlight was the AI-led activation ‘Make the Prayer Yours’, which invited consumers to personalise and participate in the Grains of Hope Nutrition Prayer, bringing technology and creativity together to
turn awareness into action. The activation drove high participation and helped take the message of balanced nutrition beyond the campaign’s core communication.
Commenting on the initiative, Kunal Sharma, Kunal Sharma, Vice President – Marketing and Organized Trade, KRBL Ltd, said, “As a food company, India Gate has always believed that addressing hunger begins with access to nutritious food. Through Grains of Hope, we have been working to support children in need, and this year, we are extending that commitment by taking the conversation beyond food to create greater awareness around the importance of balanced nutrition. This year, we wanted to take that commitment a step further by making nutrition education simple, memorable and accessible. The Nutrition Prayer uses the power of a melody that generations of Indians know and connect with, transforming an important lesson into something children can carry with them every day. Because a lesson sung every day can become a lesson for life. Through this initiative, we hope to inspire healthier eating habits while continuing our commitment to helping children move towards a future free from hunger.”
The campaign supports the efforts to improve dietary awareness and encourage healthier eating practices. Grains of Hope continues to evolve beyond food distribution alone, combining meal support with nutrition education and reinforcing the belief that better awareness can contribute to better health outcomes for children.
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