NuShakti sharpens its focus with its immunity-building products in Tamil Nadu

NuShakti developed to promote better nutrition for India, is aiming big in Tamil Nadu by underscoring its immunity-building nutrients to scale up operations in the state.

The gap between the intake of certain nutrients and the daily requirement is a problem seen across our nation. The NuShakti Company will assist in enhancing the nutrient intake of Indians allowing them to energetically participate in India’s social and economic progress now and in the future. The company delivers a range of daily home food fortifiers formulated with vital vitamins and minerals to fulfill the nutritional demands of both urban and rural consumers.

Based on the idea of home fortification, it increases the micronutrient value of home-cooked staple foods. This aids consumers to devour a nutritious and more balanced diet without changing the taste, aroma and appearance of their daily foods or altering their dietary habits. Their products include powermix for rice (Fortified rice Kernels that are 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 3 flavours).

The Global Nutrition Report 2020 states that 51.4% of women aged 15-49 years are now suffering from anemia in India. Furthermore, India’s Diet Paradox Survey by the company declares that over 50% of the respondents in Chennai admit they would skip their meals because of work. This necessitates the need for better nutrition in Tamil Nadu.

Since immunity cannot be built in a day, the company has planned to fortify staples like rice and atta because they are generally consumed twice a day across India. This is a systematic approach to give your family immunity-building nutrients for the long haul and may provide immunity against infections.

Amit Bose, business director, project MANDI (Making a Nutritional Difference in India) – DSM India stated- “We all know that micronutrients – vitamins and minerals – form a vital part of a balanced diet and help in building immunity. As a brand designed to supply immunity-building nutrients to everyone, our products address the nutrition gaps and requirements of Indians. Since the launch of NuShakti in 2019, we have received an overwhelming response to our products. We will continue focusing on educating people about the concept of food fortification and its special importance in the current times. We hope that NuShakti will motivate consumers to build their nutrition bank by choosing our scientifically designed, easy to use and affordable products.”

The company has redesigned its packaging to ephasize the presence of immunity-building nutrients. The powermix for rice adds 400% more of Vitamins B6, B12, Folic Acid, Iron and Zinc to regular rice. The powermix for atta, adds 100% more of Vitamins A, B6, B12, Folic Acid, Iron and Zinc to regular atta. The products are created for long-term daily use by the entire family, including children and elders. Also, the powermix for rice is made with organic rice, vitamins and minerals and nothing else. Both rice and atta products contain no preservatives.

The powermix for rice pack comes in a 250gms pack priced at Rs 250, designed to fortify 25kgs of regular rice. The powermix for atta pack is available in 100gms pack costing Rs 100, sufficient to fortify 10kgs of atta. The product portfolio also includes Mixme, a powdered beverage pricing Rs 100 that makes a refreshing drink when mixed with water and contains 12 vitamins and 5 minerals that provide 30% of the daily requirement of vitamins A, B6, B9, B12, C, D and Iron for children between 7-9 years.

The products can be purchased from all modern trade outlets and larger groceries (retail) across Tamil Nadu, as well as from e-commerce platforms such as Amazon and BigBasket.

The Company is also looking forward to expand its business and foray into other states in the coming future.