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ITC unveils Aashirvaad Iron Shakti Salt, fortified with visible iron boosters along with iodine
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Tuesday, 24 March, 2026, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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ITC has launched the Aashirvaad Iron Shakti Salt, fortified with visible iron boosters along with iodine for National Anaemia Day observed annually on March 21. This is to raise awareness about anaemia, particularly iron deficiency, and to promote initiatives like the Anaemia Mukt Bharat strategy.
Iron deficiency silently affects energy levels, immunity and cognitive development, particularly among children, adolescents and women, thereby affecting their overall wellbeing. To address this gap, the company has launched Aashirvaad Iron Shakti Salt, fortified with visible iron boosters along with iodine.
It is a scientifically designed solution that delivers iron through salt, a basic everyday ingredient in Indian households. 1 teaspoon (5g) of this salt provides 25% of average daily iron requirement based on ICMR-NIN dietary guidelines, while ensuring no change in food’s taste. The product enables families to boost their iron intake daily, with minimal habit shift. For example, 1 teaspoon (5g) salt contains iron equivalent to 1 bowl of spinach.
According to National Surveys, 67% pre-schoolers, 59% adolescent girls, 57% adult women, 31% adolescent boys and 24% school age children (5-9 years) in India are anaemic, indicating widespread iron inadequacy across age groups and geographies. Current Indian dietary practices with limited iron rich foods makes it difficult to meet the daily iron requirements through diet alone. For simplified context, daily iron need for children (4 to 18 years) & adults range from 11 to 32 mg, equivalent to iron from 2 to 7 bowls of spinach or 7 to 21 beetroots
Speaking on the launch, Anuj Rustagi, business unit chief executive, Staples, ITC, said, “Visible signs of Iron deficiency are often ignored, but its impact on everyday energy level is persistent in India, especially among young children and adult women. Over the last 5 years through ITC Project Samposhan, working along with various public health organisations and NGOs, we have demonstrated the impact of regular use of Iron fortified salt in reducing anaemia. The launch of Aashirvaad Iron Shakti Salt is a culmination of this learning. With Aashirvaad Iron Shakti Salt, we are enabling families incorporate essential micronutrients iron and iodine into daily cooking. To encourage adoption, we are launching this innovation at the same price as regular Aashirvaad Iodised Salt.”
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