Ram Bandhu's 'Ek Vichaar' Campaign with Robin Hood Army Tackles Food Waste

The wastage of edible items continues to be a significant issue for Indian households and businesses alike. According to the UN Environment Programme's latest report, the per capita food wastage in India is 55 kg per year, while over 13% of the population suffers from malnutrition. This stark contrast poses a serious challenge that requires collective action from all sectors of society.

Ram Bandhu, a leading food products brand, has partnered with the volunteer-based surplus food redistribution organisation Robin Hood Army to launch the "Stop Food Wastage Movement," aimed at raising awareness about food waste prevention among the Indian public.

As part of this initiative, Ram Bandhu has released a thought-provoking short film titled “Ek Vichaar.” The film features a compelling storyline that highlights the disparity in food consumption and disposal habits. It portrays a typical Indian household where young children often waste food without realising the consequences, ultimately conveying an impactful message about preventing food wastage.

Organisations like the Robin Hood Army play a crucial role in redirecting surplus food to those in need. The film showcases practical actions, such as donating leftovers to such organisations or feeding stray animals, which can significantly address this often-overlooked issue.

Mr. Bhanudas Gundkar, Marketing Head of Empire Spices & Foods Ltd. (ESFL), the parent company of Ram Bandhu, stated, "As one of the leading food FMCG brands, we felt it was our duty to highlight the issue of food wastage in our society and propose practical solutions that can make a difference. Hence, we came up with this short film."

The film is exclusively released online and stars well-known Maharashtrian actor Chinmay Udgirkar. It has been produced by Amaze Productions and conceptualised by DigiChefs.

Madhuri Dixit-Nene serves as the brand ambassador for Ram Bandhu’s range of spices, pickles, and papads.

ESFL’s brand portfolio includes Ram Bandhu, RBM, Temptin’, and Zaiqa, which are popular for their taste, variety, and convenience. The company operates in 14 states across India, with a presence in over half a million retail shops, and exports its products to countries including the US, UK, Canada, Spain, France, New Zealand, Qatar, Dubai, Germany, the Netherlands, and Luxembourg.