LT Foods Ltd. has partnered with KidZania India to launch an immersive experiential centre for its flagship basmati rice brand Daawat, aimed at educating children about the journey of rice production from farm to fork.
The newly launched Daawat Factory has been introduced at KidZania India’s indoor edutainment parks and is designed for children aged 4 to 14 years. The experience places participants in the role of Production Engineers, where they work in teams and move through different stages of the basmati rice processing cycle.
Over a 25-minute session, children engage with multiple stages of production, including quality assessment, machinery operation, and packaging processes. At the end of the activity, participants receive a 200g pack of Daawat Basmati along with a digital certificate recognising their completion of the exercise.
Connecting Food Brands With Young Consumers
The initiative focuses on creating a hands-on understanding of how packaged food products are processed before reaching consumers. The experience highlights multiple stages involved in basmati rice production, including paddy procurement, pre-cleaning, ageing, de-husking, de-stoning, colour sorting and final packaging.
Speaking on the occasion, Mr. Ashwani Arora, Managing Director & CEO, LT Foods, said, “At LT Foods, we believe in fostering deeper connections between consumers and the food they consume. Our collaboration with KidZania India to launch the Factory is a step towards creating meaningful experiences for young audiences, helping them understand the journey of one of the world’s most loved food brands while instilling values of quality, innovation and responsibility from an early age. From paddy procurement and pre-cleaning to ageing, de-husking, de-stoning, colour sorting and final packaging, the experience offers a window into th e craftsmanship and technology that goes into the making of Daawat . What makes this initiative particularly meaningful is the opportunity to engage young, curious minds who are eager to understand how the food they consume is created. At the same time, KidZania India, known for its innovative edutainment model, provides a dynamic platform where children can learn through role-play activities in a safe and engaging environment.”
Experiential FMCG Engagement Gains Momentum
For KidZania India, the addition expands its portfolio of branded learning experiences tied to everyday consumer categories. The collaboration also signals a broader shift in FMCG marketing, where brands are increasingly investing in experiential and educational formats to build long-term consumer familiarity at an early age.
Mr. Sanjeev Kumar, Chairman, KidZania India, said, “The Factory establishment at KidZania brings to life the journey of a product that sits at the heart of every Indian household. This interactive experience — tracing the transformation from paddy to premium basmati — creates deeper understanding and meaningful engagement for children and families, while strengthening long term affinity with the brand. This partnership reflects LT Foods’ commitment to quality, innovation, and purposeful consumer engagement. We are proud to collaborate with LT Foods, a global leader in the rice and food space, to bring this immersive experience to KidZania.”
Market Research Outlook Analysis
The partnership points to a growing trend of FMCG brands using experiential learning and edutainment platforms to strengthen consumer engagement beyond traditional advertising. Food companies are increasingly focusing on brand familiarity, transparency, and product storytelling, particularly among younger audiences and families. For incumbents and emerging packaged food brands, immersive experiences are becoming a differentiator in a highly competitive consumer market. The sector is likely to see more crossovers between retail brands and experiential entertainment platforms going forward.
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Source: LT Foods Ltd.
