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  • NuShakti launches home food fortification products in Kerala

    Published on March 25, 2021

    To address the nutritional gaps in Kerala, NuShaktiTM – a brand designed to promote better nutrition for India – announced the launch of a range of home food fortifiers in the state, with an aim to expand its reach across the country. NuShaktiTM 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 NuShaktiTM 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 MIXMETM (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.

    Speaking on the launch of NuShaktiTM in Kerala, 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. NuShaktiTM 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 NuShaktiTM 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% of infants and 37% of women between 15 and 49 years of age have anaemia in Kerala. Moreover, around 20.1% of children below five years are stunted, 16% wasted and 19.4% 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.

    NuShaktiTM 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.

    NuShaktiTM powermix for Rice adds 400% more of Vitamins B6, B12, Folic Acid, Iron and Zinc when added to regular rice, while powermix for Atta adds 100% more of Vitamins A, B6, B12, Folic Acid, Iron and Zinc when added to regular atta. Additionally, NuShaktiTM powermix for Rice is made with organic rice, vitamins and minerals. Both NuShaktiTM 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 NuShaktiTM 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 Rs250/unit powermix for Rice and Rs100/unit powermix for Atta.

    Additionally, NuShaktiTM MIXMETM is a powdered beverage that makes a refreshing drink when mixed with water and contains 12 vitamins and 5 minerals offering 30% of the daily requirement of Vitamins A, B6, B9, B12, C, D and Iron for children aged 7-9. MIXMETM packs retail at Rs100 for a box of 10 single-serve sachets. 

    NuShaktiTM 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.