NuShakti launches home food fortification products in Hyderabad

Hyderabad: To address the nutritional gaps in Hyderabad, NuShakti – a brand designed to promote better nutrition for India – announced the launch of a range of home food fortifiers in the city, with an aim to expand its reach across the country. NuShakti 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 NuShakti 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 MIXME (fortified powdered beverage mix available in three flavours). The micronutrients present in these products help people have a healthier, without altering the taste, smell and appearance of daily foods or changing their dietary habits.

Speaking on the launch of NuShakti in Hyderabad, Amit Bose, Business Director, Project MANDI (Making a Nutritional Difference in India) – DSM India, said, “A balanced diet comprising essential vitamins and minerals is crucial for leading a healthy life, both physically and mentally and also to build immunity; NuShakti is designed to offer immunity-building nutrients to address  nutrition gaps and help consumers boost immunity without changing dietary habits  We have received an overwhelming response since our launch in 2019; through our aspirational, accessible, affordable products, we are confident that NuShakti will soon become an intrinsic part of people’s daily diets, and help improve the nutrient intake of consumers in Hyderabad, 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 70% of infants and 57.6% of women between 15 and 49 years of age have anaemia in Telangana. Moreover, around 33.1% of children below five years are stunted, 21.7% wasted and 31.8% 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.

NuShakti 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.