The Rashtriya Poshan Maah, an initiative by the Government of India, is being celebrated during the month of September every year under POSHAN Abhiyaan (PM’s overarching scheme for holistic nourishment), which was launched in 2018. The emphasis is on educating women and children on the significance of a balanced diet and an active lifestyle, coinciding with the growing trend among Indian consumers to seek healthier and nutritionally superior food choices.
Aligning with the goals of Rashtriya Poshan Maah, FMCG major ITC Ltd is contributing to the larger purpose by promoting better nutrition through its Nutrition strategy, ‘Help India Eat Better’. This, ITC said, is anchored by a four-pillar approach comprising value-added products, sustainable food system initiatives, empowered communities, and consumer and employee awareness. The strategy also focuses on food fortification, leveraging traditional knowledge, and integrating millets into diets.
Here’s a look at how ITC is contributing to building a healthier future for India:
‘Help India Eat Better’ strategy
As part of its core strategy, ITC’s Foods Division works towards designing products that are safe, prepared as per the best hygiene standards and can be enjoyed as part of a balanced diet. “It is a constant endeavour to support sustainable food systems by addressing the needs of vital nutrients such as protein, fibre, iron, zinc, and vitamin A, and value adding ingredients like millets, whole grains, multigrain, pulses and legumes, fruits and vegetables, nuts and seeds, as part of the product portfolio,” it said. From staples and spices to snacks, beverages, and ready-to-eat meals, ITC’s range of ‘Good for You’ products support a balanced diet across multiple categories.
Aligning with India’s Nutrition Mission and Global SDGs
ITC supports the national nutritional and health priorities emanating out of India’s commitments towards Poshan Abhiyaan and Mission POSHAN 2.0 encompassing Saksham Anganwadi and Poshan 2.0 as well as UN Sustainable Development Goals (SDG). ITC’s nutrition strategy is also in line with government initiatives like Anemia Mukt Bharat, Kuposhan Mukt Bharat, Surakshit Matritva Abhiyan and Aspirational Districts Programme.
Nutrition profiling system
ITC’s Nutrition Profiling System ensures products are fortified with essential macro and micronutrients. This system allows ITC Foods Division to refine its nutrition strategy, aligning its product portfolio with its commitment to providing sustainable, affordable, and accessible food choices. This system also helps to address India’s unique nutritional challenges, including the Triple Burden of Malnutrition — undernutrition in children and overnutrition in adults, as reported by NFHS-5.
Project Samposhan’s vision to tackle malnutrition
Project Samposhan was embarked on a journey to tackle maternal and adolescent anaemia and malnutrition. This initiative has reached approximately 1,84,000 beneficiaries across nearly 2,000 villages in Karnataka and Uttar Pradesh from FY 2021-24. Looking ahead to 2024-25, Project Samposhan plans to extend its reach to Odisha, with a focus on enhancing nutrition literacy, training youth as Poshan Sathis, and fostering sustainable agricultural practices. By establishing Poshan Vatikas, the programme will promote organic formulations, demonstrate the benefits of nutrient-rich crops, and build a resilient and informed community dedicated to better health and sustainable development.
Local goes global
Indian products and cuisine are gaining global recognition (turmeric lattes, millet dishes). These ingredients provide variety and pleasure to culinary experiences. ITC promotes millets for their nutritional benefits and eco-friendly properties, supporting sustainable food and nutrition security. Through its Mission Millets initiative, ITC contributes to millet focussed product development, sustainable farming, and consumer awareness. ITC offers a range of millet-based products, including new additions like Aashirvaad atta with millet and fantastic millet wafer stick, etc.
ITC’s consumer-centric initiatives
Through campaigns like “Happy Tummy” and workplace seminars, ITC is making eating fun and health focused, inspiring families to integrate nutrition for a healthier and happier life.