ITC is one of India's foremost private sector companies with a market capitalisation of US$52 billion and Gross Sales value of US$10bllion. ITC Limited is an Indian conglomerate headquartered in Kolkata, West Bengal. Its diversified business includes five segments: Fast-Moving Consumer Goods, Hotels, Paperboards & Packaging, Agri Business & Information Technology.
ITC's aspiration to be an exemplar in sustainability practices is manifest in its status as the only company in the world, of its size and diversity to have achieved and sustained the key global indices of environmental sustainability of being Carbon Positive, Water Positive and Solid Waste Recycling Positive. In addition, ITC's businesses and value chains create sustainable livelihoods for more than 6 million people, a majority of whom represent the poorest in India. ITC believes that its core values of trusteeship, customer focus, respect for people, excellence, innovation and nation orientation have been the guiding principles behind the Company's phenomenal growth, helping it to become one of India's most admired and valued enterprises.
ITC believes in providing the consumers a wholesome and an enjoyable food experience via its 25 world class Indian brands, delighting 124 million households. It offers food products across multiple categories, price points, delivery formats and segments as desired by the consumer needs and acknowledging the nutritional and scientific principles laid by the various authorities. Through the world class Indian brands ITC has created and nurtured, it enables the consumers to make informed choices which are influenced by many factors like taste, attitudes, beliefs, price, product safety & quality.
Currently it is of the leading Fast Moving Consumer Goods (FMCG) marketer in India. It has established several world-class brands in the last 10 years viz., Aashirvaad, Bingo, B Natural, Sunfeast etc.

Kolkata, West Bengal, India

Maternal health and Child care (for e.g. Maternal and child micro-nutrient/ dietary supplementation/ Food fortification for children, women and general population/ Iron Folic Acid supplementation/ Vitamin A supplementation)

Bihar, Delhi NCR, Gujarat, Haryana, Punjab, West Bengal

All districts of the chosen states for fortified staples and all major cities for value added products.

Food fortification has been identified by the World Health Organization, the Copenhagen Consensus and the Food and Agriculture Organization as one of the top four strategies for decreasing micronutrient malnutrition at the global level. It is one of the easiest, cost-effective measure to improve the nutritional status of any population. Fortifying commonly-eaten grains such as wheat, maize flour and rice is among the easiest and least expensive ways to prevent disease, strengthen immune systems and nurture a healthy and productive next generation
We at ITC completely believe that fortification and development of value added products, has been an important vector of our nutritional delivery mechanism. Essential nutrients have been either additionally fortified or delivered via the core ingredients use, for more than a decade. Being the leader in the space of staples like Atta, and emerging leaders in other staples like salt, milk etc, we endorse FSSAI led initiative of fortifying these staples with key selected nutrients and making them available to the consumers and support them in their journey of good health.

Wheat flour fortification is a safe and effective means of improving public health. Specific to Atta, September 2013 was when Aashirvaad Fortified Atta was launched. The latest one in this series is Aashirvaad Fortified Chakki Atta which was launched in July 2017. The product is fortified with nutrients like Iron, Folic Acid and Vitamin B12 as per the recommendations of FSSAI stipulated via Food Safety Standards (Fortification of Foods) Regulations, 2016.

MILK- Milk is a rich source of high quality protein, calcium and of fat-soluble vitamins A and D. Vitamins A and D are lost when milk fat is removed during processing. Fortification of milk with Vitamin A and Vitamin D is required in India because of the widespread deficiencies present in the population. Since milk is consumed by all population groups, fortification of milk with certain micronutrients is a good strategy to address micronutrient malnutrition. India is the largest producer of milk in the world with 146.3 million tonnes of production and per capita availability of 322 grams per day . Our homogenised toned and double-toned milk under the brand name of Aashirvaad Svasti, is also now fortified with the key essential nutrients � Vitamin A and Vtamin D (D2) and would soon be available in the key markets of Bihar and West Bengal.

Fortified Salt: Under the iconic brand of Aashirvaad, we also have our fortified salt. Launched in 2003, the aashivaad iodized salt is enriched with the critical nutrient- Iodine and is made with superior quality ingredients and through rigorous manufacturing process.

Other Key, Value- Added Products: In the recent years, value added products have been launched in the market keeping in mind both the needs, demands and health of the consumers. Some of the key ones are:

Business

NA

At ITC we realise the importance of not only the development of fortified & value added products but also implementing the launch and the factors of both availability and accessibility. For this the following steps were taken:
I. In-depth understanding of the critical parameters of � Consumer likability, technological requirements, regulatory assessments done thoroughly etc.
II. To be ready with the same as before in market product with minimal difference in cost, sensory and quality parameters.
III. To provide a good launch vehicle so that the value added product so that the right message and the intent reaches the right audience. This Fortified Chakki atta launch was organized in Kolkata with, Mr. Pawan Kumar Agarwal FSSAI CEO, endorsing the initiative.
IV. To make sure that the fortified products reach the right audience, appropriate markets have been identified and sincere efforts have been put in to make this initiative being a success

Yet to share

Yes

NGO/Development organisations

FSSAI

No

NA

yet to share

Yes

We are currently evaluating 2 possible partnerships in the direction of:
I. To understand the consumer usage, attitude, perception and buying behaviour towards the fortified staples.
II. We may (in distant future) would like to evaluate the epidemiological, public health impact of fortification.

The key achievements that we feel being associated with this project are:
a. Enhanced technical knowledge and gap bridging for the reformulation of a current product, without any compromise on the current product quality or cost.
b. Partnership building with new stakeholders in the process.
c. The biggest one being- to lead the way in the right direction and creating an impact in the category towards the successfully communicating the benefits of value added and fortified products.

We are currently evaluating 2 possible routes to understand the partnership opportunities in the area of: I. Understanding the consume usage, attitude, perception and buying behaviour towards the fortified products and their traditional beliefs. II. To evaluate the public health impact of fortified and value added products in terms of their bioavailability and the eventual health outcomes, (as a research initiative).

The overall market and stakeholder feedbacks have been encouraging for some of the categories like Yippie Noodles, Wonderz Milkshakes, Enriched flours etc.

The main challenge we faced (or are facing) would be 2:
a. Consumer Acceptance of the fortified products:
i. Though minimal, specific to atta, there have been issues with respect to sensory attributes of the product.
ii. Consumer's perception on particular foods as to if something is added to food which is meant to be simple/pure, they may treat it as adulterated.
iii. Religious beliefs or concern with respect to source of fortificants.
iv. Non-awareness of the importance of micro-nutrients in diet. This will decide the success and failure of the product.
b. Advertisement and marketing strategy
i. The key activity in the marketing of Fortified Chakki atta will be to generate awareness of benefits of Fortified foods. The marketing activities will be centred around this aspect. For this no one individual FBO alone can make an effective plan and hence would require a lot of support from the various partners to successfully continue the journey of value added- nutritionally rich, fortified products

a. Raising Awareness & Acceptance: it is extremely essential to make the population at large aware of the benefits of the value added and fortified foods.
b. Finding the right vehicle: it is essential to find the right vehicle that will raise adoption at a large scale.

At ITC, we believe in providing the consumer wholesome, nutritious and enjoyable food experiences through our brands. It�s been our constant endeavour to support the wider ecosystem linked to food from farm to fork using ITC�s principles of triple bottom line as the guiding framework. Thus, the portfolios have also been augmented over time keeping pace with regulation changes and national priorities, including the nutrition agenda.

Tata Chemicals is a global company that serves a diverse set of customers across five continents with interests that focus on LIFE - Living Essentials (Consumer Products), Industry Essentials (Inorganic chemicals) and Farm Essentials (Crop protection and Agri inputs).
Through our Consumer facing, India focused portfolio, we have positively impacted the lives of millions of Indians through the Iodised Vacuum Dried Tata Salt which is a household name and TCL is a pioneer and market leader in this category.

In spirit, our journey of Nourish India is like the mission of Iodizing India that we undertook more than three decades ago. Tata Chemicals with its Sampann range of products aim to restore traditional nourishment in modern lives through science. Be it branded staples, value added Ready to assemble or Ready to eat products, the Tata Sampann range promises nourishment along with taste & convenience. The product range is being built with the broad objective of addressing the most prevalent deficiencies in India like Protein, Iron and specific aspects of health like Gut health etc. We started our journey with unpolished protein rich Pulses and naturally oil rich spices. Very recently we have launched a range of Protein and fibre rich nutrimixes, Fibre rich 6 grain khichdi mix and Organic range of pulses.

Mumbai

Maternal health and Child care (for e.g. Maternal and child micro-nutrient/ dietary supplementation/ Food fortification for children, women and general population/ Iron Folic Acid supplementation/ Vitamin A supplementation);b. Infant and Young Child Feeding practices (for e.g. Appropriate care-giving and feeding behavior e.g. exclusive breastfeeding and complementary feeding/ minimum dietary diversity/ responsive feeding, feeding behaviors and stimulation);c. Disease management (for e.g. de-worming and diarrhea control/ treatment of Severe Acute Malnutrition/ reduction in stunting/ nutrition interventions in emergencies);d. Consumer awareness (for e.g. Dietary diversification);e. Maternal health (for e.g. Reproductive and health services to improve birth spacing, nutrition for pregnant and lactating women)

xv. Madhya Pradesh;xvi. Maharashtra

Pati block, District - Barwani (Madhya Pradesh)
Dharni block, District - Amravati (Maharashtra)

Vision: To promote positive Health and prevent Malnutrition in children leading to enhanced nutritional status of the community as a whole in the given demographic population.
Addressing nutritional need of children and women (pregnant and lactating); creating awareness in the community regarding the importance of nutrition.
To reduce the incidences of under-nutrition i.e. Stunting, wasting and underweight.
Improve water, sanitation, and hygiene practices
At the end of the project the following outcomes are expected:
Improve in the nutritional status of children and women.
Decrease in the prevalence of anaemia in women and the children.
Decrease in rate of low birth weight babies.
Increase in the level of awareness about the importance of nutrition and locally available nutritional food in the specific demographic population.
Increased capacity at all levels for action.
Regular monitoring & tracking of the above parameters are being done.

CSR

NA

Tata Chemicals Society for Rural Development (TCSRD) implements the interventions in close collaboration with the Government���s health machinery, non-profit organisations and self-help groups (SHGs), to ensure that the interventions are self-sustaining. Efforts will be in the direction so as to change the behaviour of community members and environments in taking knowledge to practice for improved maternal, new-born, and child health and nutritional (MNCHN) status���. Below are major interventions of the project:
A .Community: Campaign & awareness
- Public support: creating an enabling environment for change.
- Efforts will be in the direction so as to change the behaviour of community members and environments in taking knowledge to practice for improved maternal, new-born, and child health and nutritional (MNCHN) status.
B. Anaemia Prevention
- Creating awareness about anaemia, its causes and consequences along with its probable solutions.
- Haemoglobin estimation by TCSRD team (biannual): pregnant and lactating women
- Deworming: under 2 children and pregnant & lactating women. TCSRD carryout this activity in collaboration with government machineries at an interval of 6 months
- Iron folic acid tablets/syrup distribution: weekly /daily as per the requirement and ensuring its consumption by the target group.
C. Village Health and Nutrition Day (VHND): VHND is the most important platform for providing health and nutrition services to the last person standing and any effort to strengthen VHNDs would go a long way in improving the status of health and nutrition indicators.
D. Promotion of House hold kitchen Gardens (HKG): Traditional gardens typically exhibit wide diversity of crops, trees and shrubs, well adapted to local microclimates and maintained with a minimum of purchased inputs. Usually, the functions and output of the home garden complement field agriculture. Whereas field crops provide the bulk of energy needed by the household, the garden supplements the diet with vitamin-rich vegetables and fruits, energy-rich vegetable staples, herbs and condiments.
E. Supply of Supplementary food:
Community management of acute undernutrition by providing nutritional counselling, awareness sessions and supply of supplementary food as and when required, where malnourished children receive treatment suited to their nutritional needs. Intention is to promote consumption of locally available nutritious foods. A fortified food or micro-nutrient supplement would be provided where the minimum required diet is not met using the available resources.

Direct target population:
o Pregnant mothers (9 months): Good maternal nutrition during pregnancy promotes healthy weight of the new-born.
o Lactating mothers (6 months): Good maternal nutrition during breastfeeding promotes baby's healthy growth.
o Children less than two years (0- 24months): Good nutrition from birth to two years is the most important foundation for baby to grow healthy and bright.
o Government Health Staff: Capacity building of frontline workers (AAA- ASHA, AWW &ANM) by creating a AAA platform (VHND)for the convergent action to curb the problem of Malnutrition in the specified demographic population.
Indirect target population: Interventions are planned with vision to enhance the nutritional status of the Community as a whole.

No

NA

None, apart from the concerned government departments e.g. ICDS and District Health department.

Yes

The activities are planned considering the data from various sources like (1) International Food Policy Research Institute (IFPRI) 2016 (2) Comprehensive Nutrition Survey of Maharashtra (CNSM) 2012 and (3) UNICEF 2009. The findings are still under process.

It is an ongoing project (first phase of operations are planned till 2020).

Yes

To achieve sustainable outcomes, TCSRD usually works in close collaboration with the government system. Some other organizations (NGOs or agencies) working with common objectives.

The Nutrition project is in its initial phase. Results are yet to arrive.
To measure the difference thus created, TCSRD conducted baseline survey at both the project locations.
To measure the project achievements we have set some health and nutrition indicators related to out project interventions which will help us in evaluating the outcomes at the end of the project. Some of the indicators are Prevalence rate of anemia among pregrant & lactating women and adolescent girls (severe & moderate), Incidences of worm infection, Incidences of low birth weight cases in the area, Nos. of underweight children (under five year), households with kitchen gardens (seeds & sapling distribution, survival rate etc.).

Under consideration. Not yet finalized.

"Case Study 1: The TCSRD team during the regular field visits in the study area came across a household in Baru (Amravati) which had an alarming story to tell. It was the 3rd child in the house born on 28th September 2017 with a weight of 1.5kg at birth (coming under the severely acutely malnourished category). The previous 2 children of the family were low in their birth weight and they both died at the early age of 6.5 and 7 months respectively. The mother was also found to be anaemic and also went through critical phases during pregnancy and labour. The TCSRD team visited the household often for counselling. They also distributed vegetable seeds to them to be cultivated in their plot adjacent to the house. The family had sufficient space for plantations even in the farm with water available from the well facility. The mother spoke in grief admitting to the fact that the family did not get enough to eat. Even though they have land as their primary resource, there is no proper guidance for them at the farm since their ���head of the family��� passed away. With constant check-up along with intensive care at the hospital and examination centre, the child and mother have witnessed improvement in the health. The weight of the baby has grown by 300 grams and the mother has become more aware of the nutritional needs. She appreciates dearly the efforts of the TCSRD.

Case Study 2: Shanti Kende Kasdekar
At the age of 30, it is the fourth time she has got pregnant. Her expected date of delivery (EDD) was 31st May 2018. When our team made the registrations the Hb was found to be at 6.4 grams and she was immediately referred to SDH, Dharni on 12th November 2017 for iron and sucrose injection. On 3rd January 2018, our team followed-up on the case and found the Hb to be 7.2 grams which was maintained with the help of IFA and diet. But again on 2nd April 2018, our field worker referred patient for a gynaecologist opinion to help understand current situation. It was found that she had not consumed IFA regularly and hence the Hb had dropped. Since then Shanti and her family has been provided with nutritional and ANC counselling on regular basis by TCSRD team. A few days prior to her delivery date her Hb was reported at 9.2 grams."

TCSRD nutrition project has a very clear objective of focusing on ���First 1000 days of life���. Special Strategy is adhered to promote home and community based nutrition solutions /dietary interventions to combat malnourishment and anemic conditions. Since the project is not in our plant locations, we did face difficulties in obtaining the local resources and creating rapport with the local communities but gradually things have improved. The involvement of the health staff was reserved, initially they were not coming forward or hesitant for support in TCSRD���s activities. Gradually they realized that we have a common objective to serve Now the scenario is improving day by day. The tribal community in many villages has been guided by local bhagats and hence remains restrictive in adopting modern scientific techniques for treatment of any kind of ailments. They prefer to go to local healer instead of doctors due to their easy availability. Lack of basic local transport is another big issue. There are a lot of social and cultural practices the tribals adopt in their everyday lives, like a pregnant woman is not allowed to eat egg or any non-vegetarian food. But with time things have started moving in some positive manner.

The Nutrition project is in its initial phase. The project duration is of three years. We are in the very first year of the project. Results are yet to arrive.
Both the project locations are typical tribal belt with approximately 80% of schedule caste population.
Lack of basic means of transportation and communication affected the project activities to a great extent. It was quiet difficult to find the required human resource for the project from the local community.
District administration was very supportive and positive towards our nutrition project. Availability of resources from the organization was never an issue.

The Nutrition project is in its initial phase. The project duration is of three years. We are in the very first year of the project. Results are yet to arrive.
Both the project locations are typical tribal belt with approximately 80% of schedule caste population.
Lack of basic means of transportation and communication affected the project activities to a great extent. It was quiet difficult to find the required human resource for the project from the local community.
District administration was very supportive and positive towards our nutrition project. Availability of resources from the organization was never an issue.