ITC charts nutrition-first strategy

New Delhi: In line with its credo “Nation First – Sab Saath Badhein”, multi-business conglomerate ITC Limited has committed to make a significant contribution to the Prime Minister’s “Poshan Abhiyaan” by adopting a “Help India Eat Better” framework, that focuses on ‘Nutrition-First’ approach.

As part of its continued and dedicated efforts in this area, the Company celebrates “Poshan Maah” (National Nutrition Month) in September with a series of multidimensional initiatives to promote the importance of nutrition and well-being among its employees, consumers, civil society and others Interested persons.

As highlighted by ITC Chair Sanjiv Puri in his address to this year’s AGM, nutrition has been identified as a focus area of ​​the ITC Next strategy. As part of this strategy, ITC Foods’ Help India Eat Better framework has been developed with a 4 pillar strategy model focused on: 1) developing a value-added ‘good-for-you’ product portfolio, 2) development sustainable food systems, 3) supporting healthy communities, and 4) raising consumer and employee awareness.

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Commenting on ITC’s recent nutrition initiatives, Hemant Malik, Divisional Chief Executive, Foods, ITC Ltd said: “With consumers’ changing lifestyles and dietary preferences, ITC’s Foods Division has made efforts to deliver healthier, value-added food offerings Leveraging the company’s extensive R&D capabilities as well as its institutional synergies. Given our strengths in science-based, consumer-centric product development, sustainable agricultural value chains and a strong community-based ecosystem, we believe we can make a meaningful contribution in support of the government’s initiative of a’ Suposhit Bharat’. As the nation celebrates ‘Poshan Maah’ throughout September, we reaffirm our commitment to deliver better nutrition solutions to India through our 4 pillar framework ‘Help India Eat Better’.”

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Leveraging ITC’s agricultural sourcing capabilities, the culinary expertise of ITC’s hotel chefs and the nutrition and wellness platforms at the ITC Life Sciences and Technology Center (LSTC), a “Good for You” portfolio has been developed that aims to improve the nutritional value of products address concerns arising from anemia, digestive health, diabetes, immunity, lactose and gluten intolerance, etc.

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ITC’s food products such as Aashirvaad Multigrain Atta, Nature’s millet-based SuperFoods and the Sunfeast Farmlite biscuit range offer the goodness of fiber to support digestive health. To raise consumer awareness of such issues, a dedicated content marketing platform “Happy Tummy” was created by the Aashirvaad brand, featuring blogs, expert videos, nutritional advice and high-fiber recipes.

ITC’s nutritional portfolio also includes Sunfeast Protein Shake, B Natural Nutrilite ABC drink which focuses on immunity, an enriched micronutrient-rich +F range of Milk and Atta, among others. The company has also launched sustainable plant-based protein offerings under the ITC Master Chef Incredible brand.

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