Sachin Tendulkar Champions Organic India’s Truth-in-Label Campaign

Organic India, a pioneer in the country’s organic food and wellness movement, has launched a powerful new campaign with cricket legend Sachin Tendulkar at its forefront. Titled “Sirf Naam Se Nahi, Kaam Se Organic” (Not Just by Name, But by Deed), the campaign aims to educate Indian consumers about the importance of verifying organic labels and choosing products that are genuinely organic—backed by rigorous standards, transparency, and real action.

The Need for Awareness in a Booming Organic Market

India’s health and wellness sector is witnessing unprecedented growth, with organic food and beverage products in high demand. But this boom has also led to a flood of products claiming to be “organic,” leaving consumers confused and sometimes misled. Recognizing this, Organic India’s latest campaign seeks to cut through the noise and empower buyers to look beyond just the label.

Sachin Tendulkar: The Face of Trust

In the campaign’s brand film, Sachin Tendulkar urges viewers to question the authenticity of products labeled “organic.” He emphasizes the need to ask where food comes from and how it’s grown, highlighting that real organic products must be backed by action, not just words.

“Sirf Naam se nahi, Kaam se organic,” Tendulkar says, underscoring the importance of integrity and transparency in the organic sector. He adds, “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.”

What Makes Organic India Stand Out?

Organic India, now a part of Tata Consumer Products Limited, has built its reputation on authenticity and rigorous standards. The brand sources ingredients from more than 2,000 farmers, conducts over 600 tests on its herbs, and holds multiple global organic certifications. These practices ensure that every product lives up to the promise of being truly organic—not just in name, but in every step from farm to shelf.

Founded in Lucknow in 1997, Organic India has grown from a single product—tulsi tea—to a diverse range of teas, herbal supplements, packaged foods, and personal care items. The company operates in over 40 countries and has a network of more than 100 retail stores across India.

Building Trust Through Transparency

Puneet Das, President – Packaged Beverages, India & South Asia at Tata Consumer Products, explains the campaign’s mission:

“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 not only highlights Organic India’s internal standards but also encourages consumers to demand proof and transparency from all brands in the organic space.

How the Campaign Reaches Consumers

The campaign is rolling out across digital platforms, supported by influencer partnerships and community-driven storytelling. By leveraging Tendulkar’s widespread credibility and the brand’s own legacy, Organic India hopes to spark a national conversation about what it really means for a product to be “organic.”

The Bigger Picture: Empowering Informed Choices

Organic India’s initiative is timely and crucial. As more Indians seek healthier lifestyles, the ability to distinguish genuinely organic products from misleading claims becomes essential. The campaign’s core message—“Not just by name, but by deed”—is a call to action for both brands and consumers to uphold higher standards of honesty and quality.

With Sachin Tendulkar as the campaign’s voice, Organic India is not just promoting its own products, but championing a movement for greater awareness, trust, and integrity in India’s organic market