NuShaktiTM, designed to promote better nutrition for India, is sharpening its focus in Tamil Nadu by highlighting its immunity-building nutrients to scale up operations in the state. 

The gap in the intake of certain nutrients versus the daily requirement is a problem seen across our country. NuShaktiTM will help improve the nutrient intake of Indians enabling  them to actively participate in India’s social & economic progress today and in the future. NuShaktiTM offers a range of daily home food fortifiers formulated with essential vitamins and minerals to meet the nutritional needs of both urban and rural consumers who seek further nourishment and a healthier lifestyle.

Based on the concept of home fortification (the addition of nutrients to foods), NuShaktiTM increases the micronutrient value of home-cooked staple foods. This helps consumers to achieve a healthier, more balanced diet without altering the taste, smell and appearance of their daily foods or changing dietary habits. NuShakti’s product range includes powermix  for Rice (Fortified rice Kernels that are added to regular rice), powermix for Atta (Fortifier for atta/flour that is mixed with regular atta) and MIXMETM (Fortified Powdered Beverage Mix available in 3 flavours).

The Global Nutrition Report 2020[1] notes that 51.4% of women aged 15 to 49 years are now affected by anaemia in India.  Additionally, India’s Diet Paradox Survey by NuShaktiTM states that more than half of the respondents in Chennai admit they would skip their meals because of work. This highlights the need for better nutrition in Tamil Nadu.

Since immunity cannot be built in a day, NuShaktiTM has chosen to fortify staples like rice and atta because these foods are generally consumed two-times a day across India. This is a systematic way to give your family immunity-building nutrients for the long term and may help build resistance to infections.

Amit Bose, Business Director, Project MANDI (Making a Nutritional Difference in India) – DSM India said, “We all know that micronutrients – vitamins and minerals – form an essential part of a balanced diet and, thereby, help in building immunity. As a brand designed to offer immunity-building nutrients to everyone, our products address the nutrition gaps and requirements of Indians. Since the launch of NuShaktiTM in 2019, we have received an overwhelming response to our products. We will continue to focus on educating people about the concept of food fortification and its special significance in the current times. We are optimistic that NuShaktiTM will encourage consumers to build their nutrition bank by choosing our scientifically designed, easy to use and affordable products.”

NuShaktiTM has redesigned its packaging to highlight the presence of immunity-building nutrients. NuShaktiTM powermix for Rice adds 400% more of Vitamins B6, B12, Folic Acid, Iron & Zinc to a person’s regular rice. NuShaktiTM powermix for Atta, adds 100%[3] more of Vitamins A, B6, B12, Folic Acid, Iron & Zinc to a person’s regular atta. The products are designed for daily and long-term use by the entire family, including children and elders. Additionally, NuShaktiTM powermix for Rice is made with organic rice, vitamins & minerals and nothing else. Both rice & atta products contain zero preservatives.

The powermixTM for Rice pack is a 250gms pack designed to fortify 25kgs of regular rice, which is the monthly consumption in an average TN household.  The powermix for Atta pack is a 100gms pack to fortify 10kgs of atta. Daily consumption of these products is a systematic way to provide one’s family with immunity-building nutrients for long term. NuShaktiTM Product portfolio also consists of MIXMETM, a powdered beverage that makes a refreshing drink when mixed with water and contains 12 vitamins & 5 minerals that deliver 30% of the daily requirement of vitamins A, B6, B9, B12, C, D and Iron for Children aged 7-9.

NuShaktiTM’s products are available across modern trade outlets and larger groceries (retail) across Tamil Nadu, as well as on e-commerce platforms such as Amazon and BigBasket. The Company also plans to expand its business and reach into other states in the coming months. The products are available at an affordable price of Rs 250/unit for powermix for Rice and Rs 100/unit for powermix for Atta. MIXMeTM packs retail at Rs 100 for a box of 10 single-serve sachets.