Organic India, by Tata Consumer Products Limited and has launched a powerful new campaign to reinforce Organic India as one of India’s most trusted organic brands, in collaboration with cricket legend and global icon Sachin Tendulkar. Sachin’s determination to excellence & integrity mirrors the brands unwavering commitment to deliver high quality, trusted organic products. With this natural alignment of shared values and vision, Organic India aims to deepen consumer trust, inspire brand love and reinforce its position as a pioneer in the organic foods and beverages category.
Anchored in the message ‘Sirf Naam Se Nahi, Kaam Se Organic’, the campaign is launched at a time when consumer interest in healthier eating and organic food is steadily rising. However, as more people make conscious choices, many remain uncertain about what truly defines an organic product. The market is flooded with claims, leaving consumers questioning the integrity behind the Organic label. This campaign encourages consumers to ask the right questions and educates them on identifying authentically organic products while reinforcing the rigorous quality standards Organic India products adhere to, which makes them ‘authentically organic’. By backing every claim with proof, Organic India aims to help consumers go beyond just an ‘Organic label’ and make decisions rooted in facts and not assumptions.
The brand film brings this message to life through everyday moments which most consumers can relate to. With calm conviction, Sachin gently reminds consumers to look beyond just Organic labels, challenge assumptions about the authenticity of the so-called Organic products, while drawing attention to what sets Organic India apart. Organic India conducts 600+ tests on its herbs, even though claiming organic status requires much lesser by regulation. In addition, it sources directly from 2,000+ farmers and holds globally recognized organic certifications, ensuring unmatched purity, traceability, and long-term credibility.
With a 25-year legacy of delivering high-quality, trusted organic products, Organic India now aims to build deeper consumer awareness, foster trust, and set a new benchmark for authenticity in the organic category.
As Sachin shares in the film, “Sirf Naam se nahi, Kaam se organic,” He adds, “In today’s world, it’s important to ask where your food comes from and how it’s grown. What drew me to Organic India is their integrity; everything they say, they back up with action. This film reflects that honesty and encourages people to choose with care.”Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said: “While there is increasing awareness about the benefit of organic foods and beverages, there is also an increase in consumer skepticism and lack of awareness about the authenticity of these products. With this campaign, we are urging the consumers to question the authenticity of various Organic products and reinforce what truly makes a product organic. Organic India has always believed that authenticity must be earned, not claimed. Through rigorous testing, transparent sourcing, and a legacy of integrity, we aim to build lasting trust. Sachin Tendulkar’s voice brings powerful credibility to this mission, inspiring people to make choices rooted in truth, not assumptions.”
The campaign will be amplified through a multi-platform rollout including digital, influencer engagement, and community storytelling.
This campaign was conceptualised and developed by Creativeland Asia Advertising.
About Tata consumer Products: Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 275 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 17,618 Crs with operations in India and International markets. Last 10-year financials are available on Historical Financial Data. For more information on the Company, please visit our website www.tataconsumer.com
