B
Natural
continues
to
demonstrate
support
for
the
Indian
farmers
by
collaborating
with
celebrated
music
artists
like
Padma
Shri
Usha
Uthup,
Harshdeep
Kaur,
Kunal
Ganjawala,
Javed
Ali
and
Zubeen
Garg
to
encourage
consumer
franchise
for
100%
Indian
produce
from
Indian
farmers.
On
the
occasion
of
India’s
74th
Independence
Day,
ITC
Ltd.’s
B
Natural
Fruit
Beverages
has
dedicated
the
humble
rendition
of
'Hum
Honge
Kamyaab
Har
Din'
to
the
Indian
farmer
community.
As
a
brand
B
Natural
is
dedicated
to
source
all
of
its
produce
only
from
Indian
Farmers.
As
a
tribute
to
the
farmers
in
these
trying
times,
the
song
is
a
reflection
of
hope
and
salutation
to
the
Indian
farmer
who
diligently
carries
out
his
duties
and
toils
in
the
fields
to
ensure
availability
of
food
to
the
consumers.
The
song,
developed
in
collaboration
with
Alive
India
brings
together
a
stellar
ensemble
of
singers
like
Padma
Shri
Usha
Uthup,
Harshdeep
Kaur,
Javed
Ali,
Zubeen
Garg
and
Kunal
Ganjawala
who
soulfully
narrate
the
farmers’
unwavering
hard
work
and
love
for
his
soil.
Through
this
initiative,
B
Natural
aims
to
sensitize
consumers
about
how
their
thoughtful
product
choices
in
favour
of
those
sourced
from
Indian
farmers
strengthens
the
Indian
Farmer
community.
The
song
opens
with
the
message
on
how
the
brand
has
always
stood
with
the
Indian
Farmers
with
accompanying
visuals
of
a
farmer
at
work,
starting
his
day
as
early
as
the
first
ray
of
sunshine.
The
song
pans
to
visuals
of
singers
who
remind
viewers
of
the
farmer’s
hopes
and
aspirations
for
success
and
rests
on
his
faith
and
determination.
The
video
closes
with
India’s
map,
formed
with
images
of
farmers
in
each
region,
symbolizing
unity
in
diversity
with
a
call
to
action
for
viewers
to
help
turn
their
hopes
into
reality.
The
video
is
released
on
the
brand’s
social
media
assets
including
Instagram,
Facebook
and
YouTube.
Commenting
on
the
initiative
Mr.
Sanjay
Singal,
Chief
Operating
Officer,
Dairy
and
Beverages,
ITC
Ltd.
said,
"It
is
a
farmer’s
daily
hard
work,
perseverance
and
dedication
which
ensures
food
availability
to
millions
of
Indian
households.
Fruits
and
fruit
based
beverages
occupy
a
significant
place
in
the
consumer’s
daily
diet.
Being
a
Juices
and
Beverages
brand
that
sources
all
its
fruits
from
Indian
farmers
with
zero
concentrates
in
the
portfolio,
we
at
B
Natural
felt
it
is
our
onus
to
sensitize
consumers
on
how
their
thoughtful
purchase
decisions
can
empower
Indian
farmers
overcome
their
varied,
situational
adversities
round-the-year.
The
consistent
food
availability
to
the
nation
even
during
these
trying
times
is
a
testimony
of
our
farmers’
unwavering
commitment
which
lays
strong
foundations
fora
self-reliant
India.
Our
small
tribute
through
the
special
song
is
dedicated
to
such
farmer
brave
hearts
of
our
nation.”