NuShakti, designed to promote better nutrition for India, is sharpening its focus in Tamil Nadu by highlighting its immunity-building nutrients to scale up operations in the state.
The gap in the intake of certain nutrients versus the daily requirement is a problem seen across our country. NuShakti will help improve the nutrient intake of Indians enabling them to actively participate in India’s social & economic progress today and in the future. NuShakti (www.nushaktimyshakti.com) offers a range of daily home food fortifiers formulated with essential vitamins and minerals to meet the nutritional needs of both urban and rural consumers who seek further nourishment and a healthier lifestyle.
Based on the concept of home fortification (the addition of nutrients to foods), NuShakti increases the micronutrient value of home-cooked staple foods. This helps consumers to achieve a healthier, more balanced diet without altering the taste, smell and appearance of their daily foods or changing dietary habits. NuShakti’s product range includes power mix for Rice (Fortified rice Kernels that are added to regular rice), power mix 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 notes that 51.4% of women aged 15 to 49 years are now affected by anaemia in India. Additionally, India’s Diet Paradox Survey by NuShakti states that more than half of the respondents in Chennai admit they would skip their meals because of work. This highlights the need for better nutrition in Tamil Nadu.
Making a Nutritional Difference
Since immunity cannot be built in a day, NuShakti has chosen to fortify staples like rice and atta because these foods are generally consumed two-times a day across India. This is a systematic way to give your family immunity-building nutrients for the long term and may help build resistance to infections.
Amit Bose, Business Director, Project MANDI (Making a Nutritional Difference in India) – DSM India said, “We all know that micronutrients – vitamins and minerals – form an essential part of a balanced diet and, thereby, help in building immunity. As a brand designed to offer 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 to focus on educating people about the concept of food fortification and its special significance in the current times. We are optimistic that NuShakti will encourage consumers to build their nutrition bank by choosing our scientifically designed, easy to use and affordable products.”
The powder mixes
NuShakti has redesigned its packaging to highlight the presence of immunity-building nutrients. NuShakti power mix for Rice adds 400% more Vitamins B6, B12, Folic Acid, Iron & Zinc to a person’s regular rice. NuShakti power mix for Atta, adds 100% more of Vitamins A, B6, B12, Folic Acid, Iron & Zinc to a person’s regular Atta. The products are designed for daily and long-term use by the entire family, including children and elders. Additionally, the NuShakti power mix for Rice is made with organic rice, vitamins & minerals and nothing else. Both rice & atta products contain zero preservatives.
The power mix for the Rice pack is a 250 gms pack designed to fortify 25 kgs of regular rice, which is the monthly consumption in an average TN household. The power mix for the Atta pack is a 100 gms pack to fortify 10 kgs of Atta.
Daily consumption of these products is a systematic way to provide one’s family with immunity-building nutrients for the long term. The NuShakti Product portfolio also consists of MIXME, a powdered beverage that makes a refreshing drink when mixed with water and contains 12 vitamins & 5 minerals that deliver 30% of the daily requirement of vitamins A, B6, B9, B12, C, D and Iron for Children aged 7-9.
NuShakti’s products are available across modern trade outlets and larger groceries (retail) across Tamil Nadu, as well as on e-commerce platforms such as Amazon and BigBasket. The Company also plans to expand its business and reach into other states in the coming months. The products are available at an affordable price of Rs 250/unit for power mix for Rice and Rs 100/unit for power mix for Atta. MIXME packs retail at Rs 100 for a box of 10 single-serve sachets.
