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Freshwrapp & Khanna launch 'Bacteria Ki Entry Ko Rokey' campaign
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Thursday, 12 June, 2025, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Hindalco’s flagship food packaging brand, Freshwrapp, has launched a nationwide campaign titled ‘Bacteria ki Entry ko Rokey’, featuring celebrated chef and author Vikas Khanna. The campaign introduces the Freshlock Shield which restricts bacteria’s entry to food, a compelling promise of food protection, freshness, and hygiene.
Khanna said, “Food is one of the purest expressions of love in every Indian home—but how we store that food is often taken for granted. I’ve used aluminium foil often as it’s hygienic, dependable and easy to use. Freshwrapp, in particular, has always stood out for me and with this campaign, we’re encouraging families to adopt smarter, safer kitchen habits.”
It is driving awareness around safe, modern, and hygienic food storage—especially in contrast to traditional practices such as using cloth or paper, which retain moisture and promote bacterial growth in India’s warm climate. The testing by NABL-approved laboratories confirmed that it resists bacteria penetration for up to 36 hours (11 micron) and up to 48 hours (18 micron), including against common foodborne pathogens such as E. coli, Salmonella, Staphylococcus aureus, and Candida.
Nilesh Koul, senior president & CEO – Downstream Aluminium Business, Hindalco Industries Ltd., said, “At Hindalco, our vision of ‘Engineering Better Futures’ is not just about materials—it’s about enabling safer, healthier everyday choices for families. Through Freshwrapp, we’re helping engineer a better future, one kitchen at a time. With this campaign, we’re not just showcasing the freshness and hygiene benefits of aluminium foil; we’re encouraging families to rethink old habits. It’s about making informed, healthier choices in the kitchen”
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