The ₹7,822 Crore Basmati Revolution – LT Foods Expands DAAWAT® with Shah Rukh Khan & Zeenat Aman in Landmark Campaign

Shah Rukh Khan Becomes the Global Face of India’s Leading Basmati Brand as LT Foods Strengthens Its FMCG Dominance in 80+ Countries

LT Foods Ltd., one of India’s most prominent FMCG companies, has launched its largest-ever global campaign for DAAWAT® Basmati, featuring Bollywood megastar Shah Rukh Khan alongside legendary actress Zeenat Aman. The campaign, directed by acclaimed filmmaker Shoojit Sircar, highlights DAAWAT®’s commitment to premium quality, global expansion, and cultural legacy, reinforcing its market leadership across North America, Europe, the Middle East, and Asia.
As DAAWAT® reaches households in over 80 countries, this campaign serves as a strategic move to strengthen brand equity, positioning LT Foods as a dominant force in the ₹7,822 crore specialty rice industry. By partnering with Shah Rukh Khan, one of the world’s most recognized celebrities, LT Foods is leveraging India’s cultural influence to drive global market penetration.

A Global Strategy Rooted in Excellence
LT Foods has cemented itself as a leader in the premium Basmati rice category, offering authentic, high-quality rice sourced through its Farm-to-Fork model. With its state-of-the-art processing facilities in India, the U.S., and Europe, the company ensures strict quality control at every step.
DAAWAT® has become a household name in key international markets, dominating the North American Basmati segment under the Royal® brand, one of the most preferred Basmati brands in the U.S. With strong distribution networks in the UK, Middle East, and the Far East, the company has expanded its footprint beyond India’s borders, making it one of the most trusted names in global rice markets.

Shah Rukh Khan and Zeenat Aman Bring Star Power to DAAWAT®
The campaign showcases Shah Rukh Khan going the extra mile to create a perfect dining experience for Zeenat Aman, reflecting DAAWAT®’s commitment to perfection in every meal. With this campaign, LT Foods aligns the brand with elegance, authenticity, and heritage, mirroring the values associated with its superior rice products.
Shah Rukh Khan is one of the most globally recognized Indian celebrities, with a fan base spanning across Asia, the Middle East, North America, and Europe. His association with premium, globally relevant brands makes him the ideal ambassador for DAAWAT®’s international expansion strategy.
Zeenat Aman, known for her timeless elegance and cinematic legacy, complements the campaign’s message of sophistication and nostalgia, ensuring emotional resonance with audiences worldwide.

Strategic Expansion into Global FMCG Markets
With a consolidated revenue of ₹7,822 crore, LT Foods has been steadily expanding its global supply chain hubs, integrating automated state-of-the-art processing facilities across India, the United States, and Europe. Its Farm-to-Fork model ensures traceability, quality assurance, and sustainability, setting a benchmark for the global Basmati industry.
The North American market remains a key focus, with Royal® dominating U.S. grocery store shelves, competing with international brands like Tilda and Lal Qilla. In the UK, DAAWAT® is among the fastest-growing Basmati brands, capturing demand from both Indian diaspora communities and health-conscious consumers looking for premium rice options.

Marketing Rollout: TV, Digital, and Retail Integration
The campaign will be deployed across multiple platforms, including TV, digital media, and in-store activations. The integration with major e-commerce platforms like Amazon and Flipkart ensures that DAAWAT® is easily accessible to consumers worldwide. The brand is also focusing on experiential marketing through live cooking demonstrations, influencer partnerships, and retail collaborations to drive home its premium positioning.
According to K. Ganapathy Subramaniam, Chief Marketing Officer at LT Foods, the campaign reinforces the brand’s philosophy of creating extraordinary moments through food. He emphasized that DAAWAT®’s success is built on its unwavering commitment to quality, which resonates with consumers who seek authenticity and excellence in their meals.

A Legacy of Quality: DAAWAT®’s Competitive Advantage
DAAWAT® differentiates itself through its superior grain length, aroma, and cooking quality, attributes that make it the preferred choice for chefs and households worldwide. The brand’s adherence to strict quality standards has positioned it as a leader in specialty rice, competing with global giants like India Gate and Kohinoor.
With organic and sustainable farming initiatives, LT Foods is also targeting health-conscious consumers, expanding into organic rice segments while supplying premium food ingredients to leading global brands.

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