Tata Salt, the country’s pioneer and leader in the branded iodised salt market, announced the launch of India’s first national brand of packaged Iron-Fortified Iodized Salt, Tata Salt Plus in Tamil Nadu. Tata Salt Plus, the newest addition to the Tata Salt family, is the Company’s effort towards eradication of iron deficiency anemia from the country through one of the most widely consumed food essentials – Salt!
According to National Family Health Survey (NFHS-3), Among children age 6 months and 5 years, the great majority (64%) are anemic. This includes 27% who are mildly anemic, 35% who are moderately anemic, and 3% who suffer from severe anemia. More than half of women in Tamil Nadu (53%) have anemia, including 37% with mild anemia, 14% with moderate anemia, and 2% with severe anemia.
17% of men are anemic, with men under 20 and over 40 more likely than men age 20-39 to suffer from anemia. Iron deficiency is commonly known as the biggest cause of anemia. Prevalence of anemia in India is high because of low dietary intake and especially poor availability of iron. To counter this, the Double Fortified Salt formulation has been developed by the National Institute of Nutrition, Hyderabad, after more than two decades of research and studies.
The product is specially formulated to provide 50 per cent of the recommended dietary allowance (RDA) of Iron, at an affordable price vis-à-vis other sources of iron. The product is the result of a 20 year research journey on double fortification technology and premix led by the National Institute of Nutrition (NIN), Hyderabad. This technology was offered to Tata Chemicals Limited under a long term MOU after due studies on bio-availability across the population strata conducted & published by NIN.
Speaking on the launch, Ms. Richa Arora, COO – Consumer Products Business, Tata Chemicals, said, “Tata Salt Plus – with Iron & Iodine is the very embodiment of our company’s vision of serving society through science. We introduced branded iodized salt in India more than 3 decades back, helping the country in addressing iodine deficiency disorders. By launching Tata Salt Plus, we aim to offer a solution to the consumers that will help them meet the established daily iron and iodine requirements”
Speaking on the launch, Dr. M. Raghunath, and Head of Endocrinology & Metabolism Division, National Institute of Nutrition said, “Iron deficiency and iodine deficiency are the ‘double burden’ of the society, which pose serious risks to public health retarding the development of the country today.
Fortification of commonly consumed food item such as salt has been proved to be the most practical solution to prevent and control iodine deficiency disorders and iron deficiency anemia. Salt is consumed by everybody irrespective of the socio-economic status in fixed quantity throughout the year.
Priced at Rs. 25, Tata Salt Plus Iron fortified Iodized salt will be available in select cities of Tamil Nadu.
Iron deficiency is a leading cause of anemia in India
What is Iron Deficiency Anemia (IDA)
Decrease in number of red blood cells
Decrease in quantity of hemoglobin in the blood
Foremost cause – Low dietary intake of Iron
According to NFHS 3, anemia is found in India:
70-80% Children
70% Pregnant Women
24% Adult Men
SOLUTION: Fortified Salt
Iron-fortified salt provides 50% of the daily recommended allowance of iron
Improves the overall hemoglobin levels
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