India continues to grapple with widespread iron deficiency, a major contributor to anaemia affecting millions—particularly women, children, and adolescents. This silent nutritional challenge impacts energy levels, immunity, and cognitive development, making it a pressing public health concern.
Addressing this issue, ITC Limited has introduced Aashirvaad Iron Shakti Salt under its popular Aashirvaad portfolio. The product is a scientifically developed fortified salt enriched with both iron and iodine, designed to integrate essential micronutrients into everyday meals—without altering taste.
According to ICMR-NIN guidelines, just one teaspoon (5g) of this salt delivers 25% of the daily iron requirement, offering a simple yet effective way to improve iron intake. Notably, this amount of iron is equivalent to what is found in a bowl of spinach, making it a convenient alternative for households with limited access to iron-rich foods.
Recent data highlights the severity of anaemia in India:
- 67% of pre-school children
- 59% of adolescent girls
- 57% of adult women
- 31% of adolescent boys
(Source: National Family Health Survey & Comprehensive National Nutrition Survey)
Speaking on the launch, Anuj Rustagi emphasized that iron deficiency often goes unnoticed despite its daily impact on energy and health. He highlighted that insights from ITC’s nutrition initiative, ITC Project Samposhan, played a key role in developing this solution.
The product has been initially launched in Bengaluru at an MRP of ₹30 and is currently available in retail stores. ITC plans to expand distribution across India soon, aiming to make fortified nutrition accessible and affordable for every household.
💡 Why This Matters
With diets often lacking sufficient iron, innovations like fortified salt provide a scalable, everyday solution to bridge nutritional gaps—without requiring major lifestyle or dietary changes.
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