“With Aashirvaad Smart India Program, we aim to create awareness on the significance of iodine consumption and healthy eating.”-Mr. Anuj Rustagi COO, Staples & Adjacencies, ITC Ltd

– Aashirvaad Smart India Program is a unique initiative aimed at creating awareness on importance of adequate iodine consumption and healthy eating practices.
– Through this unique initiative, ITC Ltd., along with Institute of Global Development aims to reach 30 districts and over 5 lakh beneficiaries including children, pregnant women, and lactating mothers in Karnataka, Andhra Pradesh and Telangana.
– The program will incorporate community-based activities, school workshops, education materials and digital tools, aimed at spreading awareness and encouraging behavior change.

Bengaluru, September 30, 2024:PHOTOS BY P K ANANTH KUMAR

Aashirvaad Smart India Program has been launched, targeting the crucial issue of iodine deficiency disorders (IDD), and promoting healthy eating practices in the states of Karnataka, Andhra Pradesh and Telangana. This initiative, supported by ITC Limited in collaboration with Institute of Global Development, aims to educate over 5 lakh individuals across 30 districts about the importance of iodine consumption and balanced nutrition, particularly among children, pregnant women, lactating mothers and front-line workers.
The launch event saw the esteemed presence of Dr M. C. Sudhakar, Cabinet Minister for Higher education, Government of Karnataka and Mr. Anuj Rustagi, Chief Operating Officer – Staples and Adjacencies, ITC Ltd.

Speaking at the event, Dr M. C. Sudhakar, Cabinet Minister for Higher education, Government of Karnataka said, “I am glad that ITC along with IGD have come together to raise awareness on crucial issue of iodine deficiency through Aashirvaad Smart India initiative, and how it can impact the health of children and women. We would like such initiatives to reach different stakeholders and foster healthier communities and future generations.”

Speaking at the event, Mr. Anuj Rustagi COO, Staples & Adjacencies, ITC Ltd remarked, “According to the National Iodine survey, around 50% of adults were unaware of the iodized salt and 31% of adults had the misconception that every packed salt is iodized. Deficiency of iodine can be prevented effectively by supplying iodine from food that we commonly eat. With Aashirvaad Smart India Program, we aim to create awareness on the significance of iodine consumption and healthy eating. Our initiative will reach communities, schools, and frontline health workers with awareness sessions and tools to promote behaviour change.”

Dr. Shantanu Sharma, Director (Project, IGD), speaking on the program said “Brain damage and irreversible mental retardation are the most important disorders induced by iodine deficiency. Iodine is needed for optimal mental and physical development and the regulation of body metabolism. It is all the more important for pregnant and nursing mothers as the iodine deficiency can cause still births, spontaneous abortion and death. The government of India in 1962 launched a salt iodisation program as National Goiter Control Program to replace ordinary salt with iodised salt. In 2005, universal salt iodisation was even made mandatory in the country. However, as per the latest National Family Health Survey-5, still the reach of iodized salts has not reached 100%. This is mainly because of non-availability of iodized salt and poor knowledge of iodine deficiency diseases.”

The launch event also included session with beneficiaries and unveiling of program mascots Buddhi Girl and Buddhi Boy. The event marks a significant step toward tackling Iodine Deficiency Disorders (IDD) and fostering healthier communities across India