Quaker, a prominent player in India’s oats segment, emphasizes nutrition through its ‘Bowl of Growth’ initiative, addressing child malnutrition through three key pillars: providing nutrition to children aged 3 to 5 years, educating parents/caregivers, and spreading awareness in the community. This initiative was launched in pre-identified rural areas in Pune, Maharashtra, where malnutrition is a significant concern.

To enhance community awareness, Quaker has launched its first long-format ad film titled ‘Dohale Jevan Poshanchi Vaati’. The narrative is emotionally evocative, focusing on supplementing nutritional needs for child nutrition while incorporating elements of ethnicity and culture to connect deeply with audiences.
Quaker’s endeavour to fight against malnutrition started last year when we partnered with NGO MAMTA HIMC and the Government of Maharashtra, to launch Quaker Bowl of Growth Program in Pune. We have embedded cultural elements from the very start, whether in the form of panjiri, the food served at anganwadis to the children or driving awareness through an age-old ritual, to echo with the community. This short film is yet another leg of spreading awareness delving into the critical importance of nutrition through the lens of a child concerned about his yet-to-be born sibling’s wellbeing.” Sravani Babu, Associate Director, and Category Lead – Quaker, PepsiCo India, said.
Quaker is one of those few brands that don’t just talk about brand purpose, but also walk the talk. Quaker Bowl of Growth is a fantastic program and needed a heart-warming story to capture its importance. We found that in the cultural ritual of ‘Dohale Jevan’, our film depicts the importance of nutrition, through the eyes of a child who is struggling with it himself and is worried for his yet-to-be-born sibling,” Vikram Pandey (Spiky), National Creative Director, Leo Burnett India said.

Central to the film’s narrative is the tradition of Dohale Jevan, a Marathi baby shower held during the seventh-ninth month of pregnancy. Through this cultural nuance, the film highlights the significance of nutrition in a child’s life, underscoring Quaker’s commitment to ‘Poshan right, toh future bright’ (future is bright, when nutrition is right). It emphasizes the importance of nutrition for a child’s growth within the community.
Quaker, in collaboration with NGO MAMTA HIMC, has partnered with the Government of Maharashtra to address the nutrition needs of children in the state.

As part of the ‘Positive Choices’ pillar under PepsiCo Positive (pep+), PepsiCo is committed to increasing nutritious food access for 50 million people by 2030.