Organic India launches campaign with Sachin Tendulkar on organic label awareness

Organic India, a brand under Tata Consumer Products Limited, has launched a new campaign titled ‘Sirf Naam Se Nahi, Kaam Se Organic’, featuring cricketer Sachin Tendulkar. The campaign aims to raise awareness about what makes a product genuinely organic and encourages consumers to verify claims made on packaging.

The initiative comes amid rising interest in health and wellness products, particularly organic food and beverages. As more products in the market claim to be ‘organic,’ the campaign seeks to highlight the importance of proof, transparency, and standard compliance in the segment.

Through a brand film, the campaign positions Sachin Tendulkar as a voice urging consumers to look beyond labels and question the authenticity of organic claims. It also draws attention to Organic India's internal practices, which include conducting over 600 tests on herbs and sourcing from more than 2,000 farmers. The company also holds multiple global organic certifications.

Tendulkar, in the film, says: “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.”

The campaign will roll out across digital platforms, with additional support through influencer engagement and community-driven storytelling.