Organic Tattva launches 2026 organic food pledge with chef Vikas Khanna

Organic Tattva has launched its 2026 Resolution Campaign, calling on consumers across India to pledge to organic, pesticide-free food as part of a conscious approach to living. The campaign is led by chef, humanitarian and clean-eating advocate Vikas Khanna and is positioned as a long-term commitment rather than a seasonal resolution.

The initiative reflects Organic Tattva’s focus on clean eating and sustainable food practices. According to the brand, the start of a new year offers an opportunity for consumers to adopt resolutions that are practical, enduring and impactful. By encouraging a shift towards organic food, the campaign addresses multiple interconnected issues, including personal health, food safety, soil health, farmer welfare and environmental sustainability.

Central to the campaign is Organic Tattva’s ‘Organic Pesticide-Free Food’ programme, which aims to improve consumer awareness and transparency. Each Organic Tattva product carries a QR code that enables consumers to verify the source, purity and testing details of the specific batch. This feature is designed to allow independent validation and informed decision-making at the point of purchase.

Rohit Mehrotra, ceo, Organic Tattva, said, “At Organic Tattva, we believe that food choices shape not just individual health, but the future of our food ecosystem. As we begin 2026, we wanted to inspire consumers to take a resolution that truly lasts. Choosing organic, pesticide-free food is one such decision. Through this campaign, we are empowering consumers to verify purity themselves and make informed choices backed by transparency.”

The programme also highlights the processes involved in cultivating genuinely organic produce, including adherence to organic farming standards and responsible sourcing practices. By focusing on traceability and education, the brand aims to reinforce trust and credibility around its organic claims.

The campaign is anchored by a brand film featuring Vikas Khanna, who is currently appearing on Indian television with MasterChef India. In the film, Khanna urges viewers to reflect on the purity of the food they consume daily and to question assumptions around what constitutes clean eating. His role aligns with his long-standing advocacy for mindful and responsible food choices.

Commenting on the campaign, Khanna, ambassador for Organic Tattva’s flours and dals, said, “Clean eating starts with awareness. What we cook for our families should be as pure as the intent behind it. This campaign asks a simple but powerful question: do we really know what’s on our plate? Choosing organic is not just a lifestyle choice, it’s a responsibility towards our health, our family and our planet.”

The film encourages audiences to look beyond labels, understand sourcing practices and prioritise transparency. Organic food is positioned as an achievable and meaningful resolution for 2026, with relevance for both present consumption and long-term environmental impact.

Manisha Singh, director, Maximus Collabs, said, “This campaign for us is a purpose-led narrative rather than a conventional brand message. By spotlighting Organic Tattva’s authentic organic practices and traceability, and pairing it with Vikas Khanna’s credibility, we sought to inspire consumers to think differently about what they eat and why it matters.”

Conceptualised and executed by Maximus Collabs, the 2026 Resolution Campaign will be rolled out across digital platforms, social media, public relations and consumer education touchpoints. Through this initiative, Organic Tattva reiterates its focus on clean eating, transparency and informed choice, inviting consumers to begin 2026 with a resolution centred on food integrity.