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With 'Help India Eat Better' framework, ITC takes nutrition-first approach
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IANS | 20 Sep, 2022
In line with its credo of Nation First - Sab Saath Badhein,
multi-business conglomerate ITC Limited has committed to contribute
significantly to the Prime Minister's 'Poshan Abhiyaan' by adopting a
'Help India Eat Better' framework that focuses on a 'Nutrition-First'
approach.
As part of its continued and dedicated efforts
in this area, the Company is commemorating the 'Poshan Maah' (National
Nutrition Month) throughout September with a slew of multidimensional
initiatives to promote the importance of nutrition and wellness among
its employees, consumers, civil societies and other stakeholders.
As
highlighted by ITC Chairman Sanjiv Puri in his AGM address this year,
nutrition has been identified as a key focus area of the ITC Next
strategy. As a part of this strategy, ITC Foods' 'Help India Eat Better'
framework has been crafted with a 4-pillar strategic model that focuses
on: 1) Development of 'good-for-you' value-added product portfolio, 2)
Developing Sustainable Food Systems, 3) Supporting Healthy Communities
and 4) Enhancing Consumer & Employee Awareness.
Commenting on
ITC's recent initiatives in nutrition, Hemant Malik, Divisional Chief
Executive, Foods, ITC Ltd, said, "Given the changing lifestyle habits
and nutritional preference of consumers, ITC's Foods Division has
undertaken efforts to deliver healthier value-added food offerings, by
leveraging the Company's deep R&D capabilities as well as its
institutional synergies. We believe that given our strengths in
science-based, consumer led product development, sustainable agri value
chains and a strong community-based ecosystem, we can contribute
meaningfully in supporting the Government's initiative of a 'Suposhit
Bharat'. As the nation celebrates 'Poshan Maah' throughout September, we
once again reiterate our commitment to deliver superior nutritional
solutions for India aided by our 4-pillared 'Help India Eat Better'
framework."
Leveraging ITC's agri sourcing capabilities, cuisine
expertise of ITC's hotel chefs and the platforms of Nutrition and
Wellness at ITC Life Sciences and Technology Centre (LSTC), a 'Good for
You' portfolio has been developed that aims to enhance the nutrient
value of products to address concerns arising out of anaemia, digestive
health, diabetes, immunity, lactose & gluten intolerance and so on.
ITC's
food products such as Aashirvaad multigrain atta, millet-based Nature's
SuperFoods and the Sunfeast Farmlite range of biscuits provide the
goodness of fibre to aid digestive health. Enhancing consumer awareness
on such issues, a dedicated content marketing platform 'Happy Tummy' has
been created by brand Aashirvaad with blogs, expert videos,
nutritionist consultations and high fibre recipes.
ITC's
nutrition portfolio also includes Sunfeast Protein Shake, B Natural
Nutrilite ABC beverage that focuses on immunity, fortified micronutrient
rich +F range of milk and atta, among others. The Company has also
introduced sustainable plant-based protein offerings under the ITC
Master Chef Incredible brand.
Supporting the nation's aspirations
of 'Anaemia Mukt Bharat', ITC has recently launched Project 'Samposhan'
under its social investment programme in the aspirational districts of
Uttar Pradesh to help address the challenge of high incidence of anaemia
in adolescent girls, pregnant and lactating women.
To celebrate
'Poshan Maah' in the month of September, the Company has embarked on an
array of multi-faceted initiatives including creation of wide-spread
awareness on nutrition through posters, quiz contests, videos, employee
helplines, as well as communication on portal and ITC e-Store - its own
D2C e-commerce platform.
ITC has been strongly supporting
FSSAI's 'Eat Right India' movement to ensure safe, healthy, and
sustainable food for all. Already, 9 factories of ITC Foods have
obtained the coveted 'Eat Right' Certificate from FSSAI. The Business
has also put in place robust food safety standards, policies and
guidelines, which help craft high-quality and nutritious food offerings
for Indian consumers.
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