NEW DELHI, April 16, 2015 /PRNewswire/ --
Renowned Nutritionist Ms. Kavita Devgan Speaks About the Myths Which Came Out Through an Acclaimed Research by the TNS Global Research Company
Life on the fast track, chasing deadlines, sedentary lifestyle and especially food that are stripped of fiber, there has been considerable debate on key parameters - nutrition, easy-to-cook and convenient to carry. Since rice is our staple food, its implications have been generating a lot of buzz such as - its consumption quantity, quality, nutritious content etc. The goodness of rice as a staple food is seldom challenged and yet a lot of substantiation through research needs to be conveyed to consumers to position rice as food that is loved, enjoyed and relished!
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Riding this wave, Best Foods Ltd., one of the leading premium basmati rice companies in India, today hosted an interactive session in New Delhi with reputed nutritionist Ms. Kavita Devgan to dispel glaring myths on rice through an innovative campaign 'I love best rice'. A similar initiative was successfully hosted in Kolkata and Hyderabad recently with renowned nutritionist Hena Nafis and Dr. Janki B. The campaign which is being planned across key metros in India, is supported by the research findings of the renowned TNS Global Research Consultancy, India's top research agency which had collated critical data from consumers in key metros on a host of parameters - perception, preference, purchase and price et al to understand the beliefs and attitude towards rice as a category.
Embarking on the new initiative - 'I love best rice', Dr. Aayushman Gupta, Chief Executive Officer, Best Foods Ltd., remarked, "We at Best strongly feel that white rice is a benign fuel source for the body. Hence, it is imperative that we would need to play a pivotal role in addressing this issue to consumers at large who are grappling with the 'goodness' of rice at some point of the other. The objective was to bring focus to the category yet again and share some interesting facts on rice to consumers and make them fans of rice. Hence, we commissioned TNS, which has most comprehensively and extensively covered all issues pertaining to rice on various parameters to provide an insight into this category."
Detailing further, Dr. Gupta elaborated, "As thought leaders, Best Foods has been providing insightful information about the category and the brand with a view to engage consumers more holistically. Promoting guilt free consumption of rice and the love for rice, informing consumers of the health and nutritive benefits of rice has been a passion for us. Hailed now as the ICF certified (accredited by the Apex body of Indian's most renowned Chefs) as best rice brand in the category, we have been setting new milestones. I am confident that these research findings can now assure and motivate consumers to look at rice as not only healthy but more innovatively, and incorporate more homogeneously in their diet. White rice is an ancient traditional food and is always hailed as a healthy food. Life on the fast track leaves no time on hand to innovate on foods. Hence, we want consumers to explore the versatility of rice as much as they can, and incorporate it in all possible ways - as a complete meal, quick snack or an innovative mouth-watering recipe! This campaign is close to my heart and I strongly feel that we will be able to build a huge connect and engage consumers with our brand and category."
Speaking on behalf ofTNS Global Research Consultancy, Ms. Ruchita Jain, Associate Project Director, said, "The rice category has a huge potential and hence we had taken minute details on consumer perceptions and apprehensions. The research was concluded in a span of 2-3 months. First, a qualitative research was conducted covering men and women groups across key metros, followed by a quantitative research covering a sample of 1330 women across Delhi, Kolkata, Mumbai, Bangalore and Hyderabad. These women were married in the age-group of 25-45 years, totally involved in cooking. They fell under socio-economic classes A or B and were all non-rejecters of modern trade. Having conducted a research, both intensive and with all target groups who consume and cook rice, we were able to put together all data."
Nutritionist Ms. Kavita Devgan on her engagement with Best Foods Rice, added, "Rice is a grain we have been eating for-ever; it is eaten across the length and breadth of the country and is relished in multiple forms. Lately though, an unwarranted guilt factor seems to have creeped in, under the mistaken belief that rice is unhealthy, and that it is fattening. The main aim of this discussion today was to dispel the myths that have been floating around about rice, and pass on the right information to the media who attended, as we believe that they are the influencers who in turn will actually take the facts to general public. It was an effective and an interactive session where the message that this universal loved grain is not just an extremely convenient staple, but also a healthy one got relayed effectively. The bottom line is that you can eat it without guilt because it is good for you."
Enjoy and say I love Best rice!
About Best Foods Ltd.
Best Foods Limited currently is one of the fastest growing and amongst the largest rice companies in India. The infrastructure of the company includes 17 modern rice mills fully equipped with latest & advanced technology machines with an installed capacity to produce/process 45000 metric tons of processed rice per month. Best Foods has been awarded the APEDA Golden Trophy for being the largest exporter of Basmati Rice in the year 2010-11 and is a proud recipient of APEDA Silver Trophy for the 2nd highest export for the fiscal 2007-08, 2008-2009 and 2009-10. It also enjoys the status of being a Star Export House and having all necessary certifications such as 'ISO 22000:2005' & HACCP Certification & Kosher certification in place.
Best Foods has got the most coveted accreditation from the Indian Culinary Forum (ICF), India's leading association of professional chefs for the most trusted brands on a host of parameters such as excellent quality, length of grain, delightful aroma and unmatched packaging.
The company brings to the consumers the finest Basmati rice of unmatched quality sourced straight from the foothills of Himalayas and other prime rice growing areas in India. Besides rice, the company also offers health and wellness products along with a lip-smacking range of Best ready-to-eat and ready-to-cook including meals, pastes and sauces. The brand has diversified to become an integrated player of rice, health and wellness products, ready to eat meals and sauces.
In India, Best Foods is amongst the most penetrated brands available in more than 2000 modern retail format (MRF) outlets spread across India in 200+ cities. In addition to this, the company has 38 exclusive brand outlets across high footfall areas in Delhi/NCR. Internationally, Best Foods products have been widely appreciated in major overseas countries located in Asia-Pacific, CIS, Middle East, Africa, Europe & North America. Please visit our website http://www.bestfoodgroup.com
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