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Childhood hunger remains one of India’s most pressing yet under-discussed crises, silently robbing millions of children of their health, education, and dreams. In a country that celebrates abundance every festive season, the stark reality is that nearly 40% of children still go to bed without a nutritious meal. KRBL Ltd., India’s leading rice brand and the name behind India Gate, has taken it upon itself to spark a nationwide dialogue and action through its flagship initiative, Grains of Hope. Now in its third edition, the programme’s latest campaign, #FreedomFromHunger, merges awareness with tangible impact ensuring that every shared message translates into a meal for a child in need. At the heart of this mission is a belief that awareness drives action, and action, when multiplied, can change the future. As part of exchange4media’s ‘Do Good Series’, Kunal Sharma talks about the inspiration, impact, and long-term vision of the campaign, and why this year’s “Not Your Regular Dinner” event is designed to make hunger impossible to ignore. In a marketing landscape often dominated by glossy product launches and seasonal promotions, India Gate’s approach stands apart, placing social impact at the center of brand storytelling. Grains of Hope doesn’t just rely on charitable donations; it mobilizes a network of changemakers, media voices, and cultural storytellers to keep childhood hunger in the public conversation. The “Not Your Regular Dinner” event embodies this ethos, a curated evening where the menu is matched only by the mission, and where every seat at the table represents a child whose future can be changed. By blending emotional resonance with measurable action, KRBL is showing how a legacy food brand can also be a force for lasting societal change.
Excerpts from the conversation:
What was the inspiration behind hosting the ‘Not Your Regular Dinner’ event?
This is the third edition of our Grains of Hope campaign though I prefer to call it an initiative we live by. As a food brand, we feel our biggest responsibility is to tackle the issue of hunger in India, especially among children. Even as we celebrate Independence Day every year, the reality is that millions of children still sleep hungry, compromising their dreams. We wanted to get more people talking about this issue, because awareness leads to action. Our role is to enable consumers to join this movement so that, collectively, we can put food on children’s plates and help them achieve their aspirations.
How does the #FreedomFromHunger initiative make a tangible difference on the ground?
Hunger is a huge problem in a country as vast as India, but that also means the opportunity to solve it is huge. No single brand can do it alone, but we can spark a movement. Every year, we introduce a ritual to engage people. Last year, it was about taking a pledge. This year, it’s about creating and sharing a video that raises awareness. Each share translates to one meal for a hungry child. The foundation of this initiative is to get people aware, involved, and contributing in their own way.
Has KRBL done something like this before?
Yes, and it’s always backed by real action. We have a kitchen at our Ghaziabad plant where we feed 15,000 school-going children daily under the Midday Meal Scheme. We’ve been doing this consistently and plan to scale up. The long-term aspiration is a hunger-free world, and part of that is setting up community kitchens wherever we operate.
How are you spreading the message this year?
We are using a 360-degree approach to digital, print, influencer engagement, and on ground activities. The campaign’s creative uses a symbolic half-empty plate, representing the UNICEF statistic that 40% of children in India lack nutritious meals. Consumers can scan a QR code on their plate to reach our microsite, watch the awareness film, and share it—each share provides a meal. We’re also running a school awareness drive across 50 Delhi NCR schools, creating a leaderboard to encourage participation. On top of that, we’re partnering with Blinkit to distribute fridge magnets shaped like half plates as a daily reminder of the cause.
You mentioned influencers. Can you tell us more?
We’re working with personalities from different walks of life—actress and fitness advocate Mandira Bedi, choreographer Remo D’Souza, and cricketer Gautam Gambhir. They’ll share how access to nutritious food was key to their success, highlighting the contrast for those who don’t have it.
Is this a CSR initiative or a marketing campaign?
It’s both. Our CSR work includes the daily feeding program through our kitchen, but the campaign element is about enabling consumers to be part of the solution. This isn’t a one-off—it’s an annual, tentpole activity every Independence Day, supported year-round through pack messaging and awareness drives.
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