Indian grower INI Farms continues its push to promote healthy eating amongst the country's youngest citizens, as shown by an initiative earlier this week on Children's Day to offer free fruit at Star Bazaar outlets. 

With an array of fresh and healthy fruits for kids to select from, Star Bazaar - which is affiliated with Trent Hypermarket - collaborated with INI Farms on Monday to offer the grower's Kimaye-branded produce.

To launch this initiative, underprivileged children from educational support organization Prem Seva Mahila Mandal joined the ceremony at Star Bazaar in Thane, Mumbai. 

To celebrate the day Kimaye bananas, pomegranates and aril consumer packs were distributed by and among these children.

"We are glad to associate with INI Farms for an exclusive launch of KIMAYE fruits which are certified for food safety and specially packed for kids," Trent Hypermarket managing director Jamshed Daboo said in a release.

"Through this initiative, we are reaching out to a young audience, encouraging them to eat fresh and eat right. As a brand, Fresh Food is a focus for us & we are working towards creating partnerships that bring our customers a wide choice of great quality fresh fruit and vegetables," Daboo said.

"We work with over 100 indigenous growers and source most of our vegetables directly from farms, fulfilling a strong customer promise around freshness, variety and price."

INI Farms CEO Purnima Khandelwal said the launch of Kimaye fruits across all Star Bazaar stores in Mumbai, Pune and Bengaluru was the first step towards a goal of giving children the safest fruit in the most enjoyable way.

"As a mother, I know how difficult it is to make children eat fruit and am also worried about whether the fruits are safe to consume," she said.

"Kimaye fruits are picked directly at farms and packed under ultra-hygienic conditions. Kimaye Fruits are certified for their quality and this partnership will ensure international standard safe food to families and the fun characters will encourage children to eat healthy."

Related story: INI Farms' new branding targets children's health, food safety

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