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NuShaktiTM launches home food fortification Products in Hyderabad

To address the nutritional gaps in Hyderabad, NuShaktiTM – 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. 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, without altering the taste, smell and appearance of daily foods or changing their dietary habits.

Speaking on the launch of NuShaktiTM 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; NuShaktiTM 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 NuShaktiTM 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.

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 Vitamins B6, B12, Folic Acid, Iron and Zinc to a person’s regular rice, while powermix for Atta adds 100% more Vitamins A, B6, B12, Folic Acid, Iron and Zinc to the regular atta. Additionally, NuShaktiTM powermix for Rice is made with organic rice, vitamins and minerals and contains no harmful additives. Both NuShaktiTM powermix for rice and atta contain zero preservatives.

Powermix for Rice comes in a 250gms pack designed to fortify 25kgs of regular rice – the monthly consumption of an average household in Hyderabad – whereas powermix for Atta is available in a 100gms pack to fortify 10kgs of atta. Daily consumption of these products helps to systematically provide one’s family with 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.

NuShaktiTM MIXMETM is a powdered beverage that makes a refreshing drink when mixed with water and contains 12 vitamins and five 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 Hyderabad, Kochi, Thiruvananthapuram, Kozhikode and multiple cities in 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.

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