NuShakti Unveils Home Food Fortification Products In Kerala

To tackle the nutritional gaps in Kerala, NuShakti has introduced a range of home food fortifiers in the state, with a mission to diversify its reach across the nation. The products are enriched with essential vitamins and minerals to fulfill the nutritional needs of urban and rural consumers who are in search of better nutrition and more nutritious lifestyles.

Launched in 2019 in Tamil Nadu, the product range includes powermix for Rice (fortified rice kernels mixed with regular rice), powermix for Atta (fortifier for atta/flour added to regular atta) and Mixme (fortified powdered beverage mix available in three flavours). The micronutrients present in these products aid people have a healthier diet without changing the taste, aroma and appearance of daily foods or altering their dietary habits.

Amit Bose, business director, project Mandi (Making a Nutritional Difference in India) – DSM India stated- “A balanced diet which comprising essential vitamins and minerals is vital for leading a healthy life, and for building immunity. NuShakti products are created to provide immunity-building nutrients and can address nutrition gaps, thus helping consumers who seek a salubrious lifestyle. Since our inception in 2019, our aspirational, accessible and affordable products have gained an overwhelming response., we are sure that NuShakti will soon become an integral part of people’s daily diets in Kerala, as well as India at large, allowing them to actively participate in the nation’s socio-economic development.”

As per the recent National Family Health Survey, 38.9% of infants and 37% of women between 15 and 49 years of age have anaemia in Kerala. Also, around 20.1% of children below five years are stunted, 16% wasted and 19.4% underweight. Besides, the survey reveals that unhealthy, imbalanced diets are major causes for non-communicable diseases (NCDs) like diabetes, hypertension and obesity, among others, which are rising tremendously in India.

The brand has chosen to fortify staples like rice and atta since these foods are generally eaten two times a day across India. This is a systematic approach to offer one’s family immunity-building nutrients for a long haul and may help in developing resistance against infections.

The powermix for Rice adds 400% more of Vitamins B6, B12, Folic Acid, Iron and Zinc when mixed to regular rice, while powermix for Atta adds 100 % more of Vitamins A, B6, B12, Folic Acid, Iron and Zinc when mixed to regular atta. Furthermore, the powermix for Rice is made with organic rice, vitamins and minerals. Both, powermix for rice and atta contain no added preservatives.

Powermix for Rice can be availed in a 250gms pack sufficient to fortify 25kgs of regular uncooked rice, the monthly consumption of an average household in Kerala. And, Powermix for Atta is available in a 100gms pack designed to fortify 10kgs of atta. The products can be purchased at affordable prices of Rs 250/unit powermix for Rice and Rs 100/unit powermix for Atta.

In addition, Mixme is a powdered beverage that makes a freshening drink when mixed with water and contains 12 vitamins and 5 minerals offering 30% of the quotidian requirement of Vitamins A, B6, B9, B12, C, D and Iron for children aged 7-9. It is available at Rs 100 for a box containing 10 single-serve sachets.

The products can be bought from modern trade outlets and large groceries (retail) across Kerala and Tamil Nadu, as well as from major e-commerce platforms such as Amazon and BigBasket. In the coming months, the Company is planning to expand its reach to other states.