The product has been rolled out in Bengaluru across retail stores, with plans underway to introduce it across India in the near future
Highlighting that Iron deficiency is one of the main causes of anaemia and still remains an overlooked nutritional challenge, ITC Aashirvaad, a food brand, has introduced Aashirvaad Iron Shakti Salt, fortified with visible iron boosters along with iodine.
The company said that the latest offering is a scientifically designed solution that delivers iron through salt, a basic everyday ingredient in Indian households. One teaspoon (five gram) of this salt provides 25 per cent of the average daily iron requirement based on ICMR-NIN dietary guidelines, the company claimed.
According to national surveys, 67 per cent of pre-schoolers, 59 per cent adolescent girls, 57 per cent adult women, 31 per cent adolescent boys and 24 per cent school-age children (five to nine years) in India are anaemic, as per the company’s statement.
“Over the last five years, through the 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 Anemia. 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,” stated Anuj Rustagi, Business Unit Chief Executive, Staples, ITC.
Current Indian dietary practices with limited iron-rich foods make it difficult to meet the daily iron requirements through diet alone. For simplified context, the daily iron need for children (four to 18 years) and adults ranges from 11 to 32 mg, equivalent to iron from two to seven bowls of spinach or 7 to 21 beetroots, the company explained. The new Aashirvaad Iron Shakti Salt has been rolled out in Bengaluru across retail stores and is priced at MRP Rs 30. Plans are underway to introduce the product across India in the near future.
