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NuShakti launches home food fortification products in Kerala
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Saturday, 27 March, 2021, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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To address the nutritional gaps in Kerala, NuShakti has launched a range of home food fortifiers in the state, with an aim to expand its reach across the country. The products are formulated with essential vitamins and minerals to meet the nutritional needs of urban and rural consumers who are in pursuit of better nutrition and healthier lifestyles.
Introduced in 2019 in Tamil Nadu, the the product range includes powermix for Rice (fortified rice kernels added to regular rice), powermix for Atta (fortifier for atta/flour that is mixed with regular atta) and Mixme (fortified powdered beverage mix available in three flavours). The micronutrients present in these products help people have a healthier, diet without altering the taste, smell and appearance of daily foods or changing their dietary habits.
Amit Bose, business director, project Mandi (Making a Nutritional Difference in India) – DSM India, said, “A balanced diet which includes essential vitamins and minerals is crucial for leading a healthy life, and for building immunity. NuShakti products are designed to offer immunity-building nutrients and can address nutrition gaps, thereby helping consumers who seek a healthier lifestyle. since our launch in 2019, our aspirational, accessible and affordable products products have received an overwhelming response., we are confident that NuShakti will soon become an intrinsic part of people’s daily diets in Kerala, as well as India at large, enabling them to actively participate in the nation’s socio-economic development.”
According to the recent National Family Health Survey, 38.9 per cent of infants and 37 per cent of women between 15 and 49 years of age have anaemia in Kerala. Moreover, around 20.1 per cent of children below five years are stunted, 16 per cent wasted and 19.4 per cent underweight. Besides, the survey indicates that unhealthy, imbalanced diets are major triggers for non-communicable diseases (NCDs) such as diabetes, hypertension and obesity, among others, which are rising rapidly in India.
The brand has chosen to fortify staples such as rice and atta because these foods are generally consumed twice a day across India. This is a systematic way to provide one’s family immunity-building nutrients for the long term and may help foster resistance against infections.
The powermix for Rice adds 400 per cent more of Vitamins B6, B12, Folic Acid, Iron and Zinc when added to regular rice, while powermix for Atta adds 100 per cent more of Vitamins A, B6, B12, Folic Acid, Iron and Zinc when added to regular atta. Additionally, the powermix for Rice is made with organic rice, vitamins and minerals. Both, powermix for rice and atta contain zero preservatives.
Powermix for Rice comes in a 250gms pack designed to fortify 25kgs of regular uncooked rice – the monthly consumption of an average household in Kerala – whereas powermix for Atta is available in a 100gms pack to fortify 10kgs of atta. Daily and long term consumption of the powermix is suitable for the entire family and can help to systematically provide them immunity-building nutrients for the long term. The products are available at affordable price points of Rs 250/unit powermix for Rice and Rs 100/unit powermix for Atta.
Additionally, Mixme is a powdered beverage that makes a refreshing drink when mixed with water and contains 12 vitamins and 5 minerals offering 30 per cent of the daily requirement of Vitamins A, B6, B9, B12, C, D and Iron for children aged 7-9. It packs retail at Rs 100 for a box of 10 single-serve sachets.
The products are available across modern trade outlets and large groceries (retail) across Kerala and Tamil Nadu, as well as on e-commerce platforms such as Amazon and BigBasket. In the coming months, the Company plans to extend its reach to other states.
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